You Must Diversify Your Content to Compete in Today’s Marketing Environment. Here’s Why (and How to Do It).

You Must Diversify Your Content to Compete in Today’s Marketing Environment. Here’s Why (and How to Do It).

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Keeping your audience entertained in this golden age of multi-platform media is crucial to online Success .. This requires you to learn how to change up your brand content and try new platforms.

Why should your branded content be changed? In today’s competitive, over-saturated and constantly changing marketing environment, it is crucial to have a varied content strategy . If your marketing strategy relies heavily on branded content, it is important to ensure that it is varied in terms of how, when, and where it’s shared. If you use the same content on all platforms, you risk losing your audience’s interest and engagement. Only by moving outside your comfort zone and learning how to take calculated risks can your brand’s content flourish. If you don’t embrace content diversification and invest in new platforms, your brand is missing out on opportunities to engage your audience according to their terms.

Related: How to Know If You’re Producing Quality Content

How to change up your branded content?

While adhering to your core values, your content strategy must evolve to meet the specific needs of each platform and its users. Be open to new information and consider the impact on your target audience when you do this. Being adaptable will allow you to fine-tune your strategy and grow as a content creator, marketer and business.

Flexibility is key to your brand’s content creation. For success, however, you need to do your research. This is why there is one key action all brands must take before creating new branded content: Study new platforms.

Why study new platforms?

Simply put, users’ interests and behaviors differ across social media platforms due to each platform’s “zeitgeist.” For instance:

Understanding the inner workings of various platforms is essential if you want to create tailored content. This information will have a significant impact on how you approach content expansion and development.

Brands need to understand why users interact with certain platforms. This will allow them to tailor their new content to those audiences and interact with them in ways they respond to and feel comfortable with. You risk looking uninformed if you don’t spend enough time researching who your post might reach. You should keep up-to-date with the latest developments in content marketing.

Related: The Business of Harnessing the Power of Social Media

Going beyond text and image platforms

In our modern era, there are more than text and image platforms to consider, namely: the metaverse. The metaverse isn’t a single platform. However, it has many touchpoints that reach different audience types.

For example, Polar, TheSoul Publishing’s first “digital popstar,” was created as part of our efforts to further grow our audience. She performed live in the metaverse via Avakin Life in July. Over 2.2 million users spent over 100,000 hours watching Polar perform as one of the festival’s headlining acts at the Solar Sounds Festival.

Avakin Life, and other metaverse universes, are focused on live performance. This allows fans to “show up” and take part in the communal experience. This means that content brands create for the metaverse should be tailored to their users.

TheSoul recognized this and ensured Polar was reaching different audiences in the right way:

  • Because the audience on YouTube is most interested in music, we created music videos to engage them directly. Her debut single, “Close to You,” has been viewed more than eight million times.

  • On TikTok, Polar fills a similar niche, though it also emphasizes dance videos that can be easily shared and recreated. With more than 1.6million followers, she has enjoyed a lot of success on the platform.

  • On Instagram, Polar’s newest platform, her posts are more personal and geared toward lifestyle content. Her posts are more personal and geared towards lifestyle content on Instagram, Polar’s newest platform. She has yet to gain a large following.

Related: 7 Ways Your Brand Can Thrive in the Metaverse

The common thread

Audiences across platforms now expect brands to be a natural extension of their online experiences rather than something they must actively seek out. Instead of being a boring brand that posts only about internal news, brands need to learn how to be “users” on each platform.

The principles of adaptability, innovation and consistent messaging form the foundation of this common thread:

  1. Consistent messaging: To provide this integrated experience, brands must maintain a consistent brand image and message throughout their workplace policies, procedures and values.

  2. Innovation: Thanks to the huge amounts of content created every single day, the world of social media is saturated. Brands must continue to look for innovative ways to engage and reach their audiences in this interconnected world. We do this by continuously experimenting with a wide range of cutting-edge technologies, such as making virtual reality experiences and developing content in the metaverse.

  3. Adaptability: All content producers and marketing departments must be willing to experiment with new mediums and methods. From garden-themed shorts on our TikTok channel to in-depth documentaries on our YouTube channel, we’ve been embracing content diversification for years.

Overall, it’s critical to understand each platform’s unique functions. This will allow you to tailor your brand content to suit the platform’s specific audiences and fit in with their surroundings. Keep researching and studying new and existing platforms. This will allow you to refine your strategy and grow as a content creator as well as a brand.

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