Want to find more raving fans and eager customers? Are you relying on one platform or source to bring in your audience? Many entrepreneurs and content creators quickly answer “yes” to these questions.
If this sounds familiar, let me ask you one more question. Want to leverage the effort you put into creating content to reach a more diverse audience?
A great content idea, used in a few different ways, can lead to dozens of viable posts on a variety of platforms. What does this mean for you?
Creating an omnipresence means more traffic and, ultimately, more consumers. After all, different audiences dwell on different platforms. Some people enjoy reading a long-form article. Others like their information in manageable bites like a short video or infographic. Of course, knowing your audience allows you to create content that resonates with them.
Diversifying your content will ensure you’re not relying on a single platform to reach an audience. As you probably know, the rules for different platforms change constantly. You don’t want to put yourself in a position when their rules prevent you from reaching your audience.
Let’s Start with the Basics
Before you even start creating content, get planning! A stream of consciousness blog about a particular idea may seem like good content to you. But…a bunch of paragraphs without any real organization can quickly drive readers to the next search result.
Also, it’s important to remember your content is not your personal journal. Sharing your feelings and passions can give your content a personal touch, but you don’t want to cross the lines of too much information (TMI). Present your information strategically. Make sure everything you share serves a purpose for what you’re trying to convey.
Taking some time to outline your content before writing can help you present your ideas clearer. And, more importantly, make it easier for the readers to understand what you are trying to say.
How do you break down your content? It’s actually pretty easy.
- Start with a main topic (Your header 1)
- Break down your ideas into different subtopics (your header 2s)
- If necessary, further break down your subtopics into tertiary topics (header 3s)
As a rule of thumb, you want to have a header for every 300 words of content. Why? First of all, it makes it easier for someone to read–especially when they are checking out your content from a smartphone or tablet. Also, it is a good practice for search engine optimization (SEO) which means you will rank higher in search ratings. After all, people need to find you before they can read/view your content…right?
Speaking of content, keep the language simple. I’m always reminding my clients about the KISS model–Keep it Simple Sister! Unless your audience is a bunch of stuffy college professors, most people may actually be thrown off by those big words. Keep sentences short. Break up ideas with paragraphs. Aim for a reading level between 8th and 11th grade.
Follow these easy rules and you set the framework for great content that readers will enjoy and search engines will notice.
Now Repurpose The Content
Who says your existing content has to fade away once you publish and share it? Remember, people prefer different platforms to get their information. Say you wrote a long form-blog about something you’re passionate about. Transform that content! Build on it! Get more people to see it.
How can you do this? Here are a couple ideas:
- Turn it into a long and/or short video
- Develop it into an e-course.
- Make an eye-appealing image or infographic
- Send out an email to your list
- Offer it as a PDF download
Even better, do a “cascade combo”. For example, turn a long-form article into a long-form video then pare down the content for an additional short video and article. Use an infographic to post on social media.
Content Omnipresence Tips
Omnipresence refers to making something widespread and constantly encountered. Repurposing your content is an effective way to do this. The more avenues you use, the more likely it will be viewed by a larger audience.
Here are a couple tips for repurposing your content:
- Always keep your ultimate conversion goal in mind when repurposing content. Make sure all your efforts stick to this goal. Don’t waste your time throwing your content out randomly.
- Be sure to repurpose your content in easily-consumed formats like images, sidebars, and infographics. Most people are looking at a lot of things online, they don’t want to be overwhelmed with long, scholarly articles.
- Tie your series of content together. For example, adding a PDF document link to your video can be an excellent way to keep readers engaged with YOUR content.
- Don’t forget your keywords. Research and build on a cohesive set of keywords your audience typically uses for searching.
Creating an omnipresence means working smarter…not harder. Want to get even more actionable advice and hacks? See HOW to implement a diversification of your marketing strategies in my free ebook.