Did you know there are an estimated 47 billion webpages on the internet and rising? That is about 16 pages per human with Internet access, a truly staggering amount. Another mind-blowing stat is that over 1 billion blog posts are written each year. With such vast amounts of content being published every minute, how is it possible for a content marketer to really stand out or make a difference?
One method commonly used in recent years is to create content which targets a specific audience, thus simplifying the process of researching your target audience and creating content to cater to them.
Another method would be simply to outsource such content creation with providers such as fatjoe.co. It is easy to understand why many companies do this as employing full time writers can be expensive.
However, let us take a moment to consider why sometimes it can be better to widen your audience and extend your potential for new customers and influencers by choosing a broader scope when creating and publishing content.
What Are Your Content Marketing Goals?
- Immediate conversion of customers
- Promoting brand awareness
- Increasing brand authority
- Earning links
- To reach a new audience
There are clear overlaps between some of these goals, but you are unlikely to achieve more than two of these goals with a single article.
Risks In Creating Specific, Conversion Focused Content
One risk of creating very specific content is the highly competitive market, where every other marketing company is focusing on the same kind of content. This can lead to content overload. According to Soomin Go, a content strategist at Carat, “while content marketing enables brands to build engaging interactions and publishers to find a significant additional revenue stream, it also contributes to a sense of content overload on the web, which risks turning off the very audience it most needs to attract.”
You may also miss link opportunities that can be gained when using a broader focus of blogs, PR, and events.
Very specific content may reach only existing consumers, while missing new customers and influencers which exist outside your existing sphere of influence.
How to Make Your Content Appeal to a Broader Audience
- Hammer down your content strategy with your management team to make sure everyone is pushing in the same direction
- Have a three-pronged approach to distribution- target broad, narrow and specific sites for publishing
- Determine scheduling and promotion channels that will fit your ultimate goals and audience
- Agree with your team what metrics will be used to determine success
The metrics you choose are vital to the overall success of your content marketing campaign, and help in determining the strategy of pretty much everything else in your content marketing effort. So, what is your aim? If you want to capture the attention of a new audience, then consider metrics like visits, exposure and engagement. If your goal is brand growth and awareness, then metrics like links and mentions make sense. If you’re aiming for conversions, then you will be following your conversion events and checking whether the content falls within the conversion path.
Kraft has been using broader content strategies for a while and has had great success. There is no reason why you can’t make a start in improving your ROI with clever content marketing strategies that work for your business.