With such a large variety of content that can be produced as part of your content marketing strategy, the question begs to be asked, “Why should I include so many different types of pieces for content marketing?” While it would certainly be easier to concentrate all your efforts on one form of content, it would certainly not be better. Creating content for a variety of platforms benefits your overall strategy in several important ways.
Audience
Content marketing success depends almost completely on knowing your audience. A 2011 study by the Custom Content Council reported that 70 percent of consumers preferred to get their information from articles as opposed to corporate advertisements. That number continues to grow.
Audiences vary in what they want to learn and how they want to learn about it. Creating content for many different platforms gives consumers power to choose how they receive their content. A businessman in Utah might choose listening to a podcast on the way to work, while a college student on the East Coast might choose to receive the same information from social media.
Different pieces of content thereby allow you to reach different audiences. You’ll attract certain individuals with an infographic on Pinterest and others with a video on YouTube. The more variety you have, the more people you reach.
Reputation
When it comes to reliable content, it doesn’t matter if you are a major corporation in Utah or a small business in the Midwest. What matters is your reputation. People searching for information online want to feel that they can trust their sources. Your content’s presence on a variety of channels builds your reputation as an expert in your field. It gives the appearance of reliability and shows you keep up with online trends.
SEO
Any marketing agency in Utah will tell you that good SEO is crucial to content marketing success. Simply put, the more quality content you create with focused SEO, the higher your search ranking. Distributing content on different platforms works with the Google algorithm to work for you.
