How to Diversify Your Content Strategy

Facebook’s recent announcement that they’ll be putting more emphasis on content from users’ family and friends in the newsfeed has gotten content marketers in a panic.  Facebook remains the largest social network, and many businesses have come to rely on the giant for exposure.  However, now is a great time to diversify your content strategy and make the most of your owned media by asking yourself these questions.


Does your brand suit particular platforms?

Every brand does not need an active presence on every social network.  In general, more informational and B2B brands have better success on Twitter and LinkedIn, while visual and B2C brands can have an impact on networks like YouTube, Instagram, and Pinterest. 

That’s not to say B2B brands should eschew these visual platforms entirely.  American Express, for example, has built a large following on Instagram by tapping into our desire for beautifully shot and curated travel photos.  B2B brands can also find success on YouTube by making high-quality informational videos that explain industry concepts in an easily digestible manner.  Thinking about the posting format and audience on each network can help you decide which to use.


Is your target audience on this platform?

A diverse content strategy is not helpful if your target audience is nowhere to be found on a particular channel.  Do your research before you begin and determine where your target demographic congregates online.  And while some channels might be known for their high concentration of millennials (like Instagram), there is still an opportunity to reach other age ranges creatively through these means.

Once you identify where your target audience is located, what’s the best way to reach them with your message?  What kinds of conversations are they having?  The more you can discover about this now, the better your content will be.


Do you have enough time to invest?

You must also make sure you have enough time to invest in a particular platform if you’re going to commit to creating a presence there.  Sub-par content is almost as bad as no content at all.  When choosing social channels for your strategy, remember that each has its own primary purpose amongst its users (think Twitter for news, LinkedIn for business, Pinterest for inspiration, etc.).  This is important to remember when determining your posting schedule and what resources you’ll need.  It will also influence the type of content you post and how you tailor your message per channel.


Can you create more owned media?

Now more than ever, it’s critical that brands invest in their owned media.  If these Facebook changes have taught us anything, it’s that putting all of your energy into creating content on social channels is a bad idea.  While investing in social platforms besides Facebook is worthwhile, you should also be looking to publish more and better optimized content on your own site.  Blogs and white papers are a great way to increase your site’s organic search results rankings while establishing your business as a thought leader.  You can also experiment with podcasts or webinars if you have the resources to do so.  All of these content types provide a chance for your business to create and influence the discussion in your industry, and they give people a reason to return to your website.


A social media platform shakeup doesn’t have to spell the end for a good content strategy, as long as you make diversifying a priority.