Diversified Content: The Way To Reach A Diverse Audience

There is a misconception that content doesn’t matter; if my business is good enough people will flock to it. This mistake is hurting businesses around the world, small and large, from all industry types. It’s time to start putting time and effort back into your content.

5 minute require reading time

By Luke Sharkey / Growth Marketing Manager

For any business, content marketing becomes the primary choice to introduce products and services to people. The importance of the marketing choice goes up year after year, and it has reached a stage where it can’t be neglected by any industry.

You can’t believe it, let me tell you some facts. Research shows that nearly 90 per cent of B2B businesses uses content marketing to generate leads. Technavio market research reveals that the total industry valuation of content marketing will be US$412.88bn by 2021 from US$195.58bn in 2016.

If you want to use content marketing as a powerful weapon for bringing new audience and customers to your business, you should follow some set of rules or strategies as part of your campaigns.

First of all, your contents should be available on all the platforms where your potential customers search for information. Most common platforms where people search for content include organic search results, social media, YouTube, podcasts, and discussion forums. Make your content available on these platforms and connect with the maximum audience.

Secondly, you have to produce and publish diverse types of content to address the needs of your audience across borders. It is highly critical when you want to attract a diverse range of people with your content.

Let’s discuss why is it important to create a diverse range of contents based on the needs of your audience

What Makes Diverse Content Critical For Your Business

People have different priorities when they search for content. They choose different content from videos to blogs. If you can serve in every platform where your audience search for content, you get the opportunity to convey your message to a wide audience.

Diversity in content provides many possibilities. It gives you many creative ways to offer contents in various tones, tailored to the buyer persona, and more. It also allows you to think beyond putting restrictions that can appeal to various audience interests. You’re not monotonous when creating diverse contents.

Diverse types of content in different platforms can establish trust for your business. Various types of content improve the visibility of your business and products across the internet ecosystem. This means that your customers get information about your products and services from multiple sources, in various forms. It can positively work for the audience and make your business trusted for them.

Your audience gets the opportunity to choose the appropriate type of content based on their needs. For example, some people wish to read detailed, long-form content, whereas many others choose short posts or tailored contents. Also, many people prefer the installation procedure of an electronic device in video format, compared written instructions or an installation guide.

Customer conversion in inbound marketing is a multi-step, long-term process that comprises three steps: attract, engage, delight. While a short video, an image, or a social media post can make people in your audience fans, you should have more detailed and complex content to convert them to be your customers and delight them. Various types of content have critical roles in the customer journey to make them your loyal, long-term customers.

We have discussed the major benefits of having different types of content in your content marketing strategies. To get more insights, let’s talk about the major content types that help you to improve the visibility and audience appeal online.


Blogging is the most popular content marketing option that can bring excellent traffic to your business with minimal expenses. A HubSpot study confirms that businesses that blog get 434 per cent more indexed pages than compared to websites without blogs. Further, it can bring 55 per cent more visitors to a website.

Blogs come with a structure of answering one question related to a particular industry or product. They’re more specific, discusses various aspects of a particular topic, and give more insights about the industry or product to the audience.

Blogs are easy to produce, optimise for search engines for visibility, and the users find it easy to read and share. If you find out the pain points of your customers and produce high-quality, well-researched blogs that provide solutions and detailed information about various problems, you will get connected with your potential customers in no time.

However, you should have a structured plan and a detailed strategy for your business blogs. Create an editorial calendar for your blogs to post at regular intervals. Each blog should have a call-to-action that describes how your product or service can help the audience to solve the problem you discussed. Also, make use of the keywords and optimise the content to bring the most relevant traffic to your blog.

Apart from posting in your own blog, you can also reach out to other bloggers in the industry, create content for them, and post guest blogs. You can link from those posts to your website to drive both traffic and increase the visibility of your site. Do you know Google considers backlinks from high authoritative sites as a major factor for ranking pages?


Infographics are one of the best forms of content to communicate precise information to the audience. With a single image, you get the opportunity to provide a ton of information in an easily digestible and visually engaging way.

Infographics come with the ideal shape and format of content that can get more shares and engagement online. It can easily be posted on social media and reach millions of people with minimal effort.

Infographics combine both impressive visuals as well as informative content to engage the people who like either form of content. Most infographics are interactive compared to images. They also have an excellent lifespan and produce greater engagement even after a few years after being published.

When creating infographics, always make it simple and try to show things visually as visuals capture the attention of your audience more than written content does. Also, use a catchy headline and avoid crowding of information – leave plenty of whitespaces to encourage your readers to stick on the content.

You can also focus on creating your infographic in the appropriate size, where it doesn’t look too small or long. Also, ensure that the information in the infographic has a good flow and not confusing the readers.

Video Content

In content marketing, you can’t ignore videos at all as most people choose to watch videos over reading text. If videos are not part of your content marketing, it’s high time to put your leg into videos.

Studies show that video content gets four times more engagement than an article. By 2020, video content will represent over 80 per cent of the total web traffic. Start creating lucrative, relevant, high-quality content to leverage the audience who prefer video over text.

The easiest way to use your videos to content marketing is to upload them to YouTube. Later, you can embed the videos to your website content, blogs, third-party posts, and more. As part of your video content strategy, you can also upload the same video to your social media channels and attract new audiences and engage with existing customers.

At the end of every video, you can add a CTA to take your audience through the sales funnel. After a highly engaging and interesting video, who can skip the page without even noticing the business/brand name? Compared to texts and images, you can create video content in more creative ways. A great video can connect with people across borders, across languages.

However, to provide the best results, you should have a proven video content marketing strategy in place. All content should be centred around a story and shouldn’t be meant for sales. Follow the general rule of content marketing – produce content for giving value and information through the art of storytelling.

Make your videos short and to the point. Do you know one-fifth of video viewers leave the video within 10 seconds? Therefore, your video should connect with the audience within 10 seconds. Humour and videos are interrelated; try to include humour to make highly engaging video content.

Also, optimise your videos to make them highly visible in search engines. Give engaging titles, proper descriptions, and tags to relevant keywords to take the video to the people who are searching for it. After all, the performance of your branded video content also reflects the popularity of your products and services.

Case Studies

Case studies are an in-depth analysis of a point or a fact that you want to demonstrate to your audience. With case studies, you can let your audience know how you made a difference to your clients with your services by detailing before, during, and after choosing your services.

For instance, if you’re an air conditioning servicing firm, you can detail how your heating and cooling solutions made a difference in the energy efficiency and maintenance costs of your clients.

You can create case studies in a single page or multiple pages by including written contents, graphs, images, and more.

Case studies can relate the existing issues of your audience and help them to identify the solutions for the common problems. People who go through your case studies have a high chance of choosing your services to get rid of their issues.

Since most case studies span several pages, you get the opportunity to add keywords naturally and take your content to the audience who are searching for it. Also, it provides detailed, originally-researched information that comes with exceptional value to your audience.

At the end of each case study, you can add a CTA and connect with the readers who are worried about their problems.

While creating case studies, you should do proper research and come off as an expert. Keep a consistent brand voice throughout the content and include numerical statistics to prove your points. However, try to restrict yourself from overt self-promotion as your audience may find it tacky. Also, offer the case studies in multiple formats, including web pages and PDF, to help the readers to use the content according to their needs.


eBooks are the ideal choice for businesses to communicate complex information to their audience. These “fat contents” combine both education and entertainment. With excellent engagement and greater flexibility to break into smaller pieces, eBooks are becoming a popular choice for businesses to communicate the information and brand message to the audience.

Compared to other content marketing tools, eBooks are more informative and have a unique role as they provide solutions to the real-life problems of customers. eBooks allow businesses to include links and track success through quantifiable measurements.

You can also make eBooks more dynamic by including links to graphics, audios, videos, and much more to provide more value to your audience. Compared to other options, eBooks are easy to produce and give a professional appearance to your content strategy. It has an important role in your brand journey.

By keeping a number of things in mind, you can craft high-quality, engaging eBooks to connect with your audience. The eBooks should be easy to find online, share, and take action. Make the eBook flexible to various screens, especially the texts and graphics should be readable across the boards.

Provide lists, best practices, and tips to make your eBook compelling and enjoyable. Include links to your videos, blogs, and articles to provide additional information to the readers. You can also promote portions of your eBook through social networks and blog posts to make sure your eBook reaches as many people as you can.

Lastly, don’t forget to add a relevant and clear call-to-action to convert your audience to customers.

Conclusion: Diverse Contents To Leverage Your Business

You can’t simply ignore one form of content by underestimating the power of it by just going through the traffic or visibility rate. Some content forms can provide excellent engagement and conversion though you notice low traffic. For instance, eBooks are known for providing detailed information to the audience with a better conversion rate.

Also, each form of content has a set of unique features that can’t easily be replaced by other forms of content. The diversity of your content is also a critical factor for your long-term business growth and goals.

Could you please share what form of content provides the best results for your business in terms of traffic, engagement, and conversion rate using the comments section below? Alternatively, contact Adaptify today by calling 1300 423 566 about how we can help your business.
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