to market one piece of content to many audiences //

Marketing can be difficult, especially with a shrinking budget for content marketing. You need to ensure you are creating quality content and getting the best out of every piece. This can be difficult when trying to market to different audiences with different needs and wants. There is an easy way to produce a lot of targeted content quickly and easily. This is called a divisible content strategy.

What is a Divisible Content Strategy?

This is a simple way of creating multiple marketing content pieces from one piece. This is how it works: Las Vegas SEO Company

Tier 1 One large piece of cornerstone content is created, such as

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  Guide
  
• 
  Report
  
• 
  Whitepaper
  
• 
  Ebook
  
• 
  Interactive
  
• 
  Podcast
  
• Video

This works best when there is a lot of information that covers a topic.

Tier 2 Based on this piece of cornerstone content you can create many supporting content such as:

• 
  Blogs
  
• 
  Guest posts
  
• 
  Infographics
  
• 
  Videos
  
• 
  Slideshows
  
• 
  Etc.
  

This content can be published on multiple channels to promote the larger content.

Tier 3 To promote the cornerstone and supporting content on social media such as:

• 
  Twitter threads
  
• 
  Mini infographics
  
• 
  Quotes
  
• 
  Data Visualizations
  
• 
  Highlights
  
• 
  Image carousels
  
• 
  Short videos
  
• 
  Quick Tips
  

A divisible content strategy has many advantages. You can tell the same story across all platforms. You can create more content for marketing with less effort. It also helps you increase your promotion and reach. It allows you to create support content that is tailored for different audiences. The supporting content is essentially a doorway that encourages people to explore the larger content. It is important to tailor the content to your audience to learn more.

5 Tips to Create Divisible Content for Your Audience

You must have a different approach to each person if you want your message to reach different people. Here are some ways to make sure the content you create for your various audiences is relevant and interesting.

1) Find your pain point.

These topics can grab attention and be a great starting point for conversations. Your audience will be captivated by marketing content that revolves around pain points, whether you share data or tips.

Tip: To understand your audience’s needs, create personas. Here are 10 ways to convert pain points into content.

Example: To promote their 2023 Marketing & Industry Trends report on Instagram by Hubspot. It highlighted the most pressing issues social media marketers face. Bonus points for letting them slide to view the data and increasing engagement.

2) Create an emotional hook.

Like pain points which represent a particular emotion, an emotional hook can always stop someone scrolling. Understanding what they find relevant and relatable is key. You can think of how content could be created based on these emotions if you aren’t sure what resonates best.

• Fear: What is a stat, alarming trend or warning that could be relevant for them?
• Joy: What kind of marketing content are they most interested in? Memes, jokes, etc. It can be a great way for people to get in touch.
• Relief: Which time-saving tips and hacks can be shared with them to make their lives easier?
• Surprise: Does your content contain myth-busting insights? Is it revealing a surprising truth This is a great way for them to notice you.

Think about what messages they need or want to hear.

Tip: Empathy can help you think about your audience’s emotional needs. These 15 brands have turned empathy into amazing marketing content.

Exemple: Hubspot discusses myths and misconceptions regarding remote work in order to inspire leaders (and encourage a deeper dive on the subject).

3. Tell an additional story

Even if your cornerstone content is a comprehensive overview of a topic, there are many ways to go deeper. An ebook could be a simple data point that leads to a blog. An infographic might be inspired by a particular trend. A great way to provide value to a particular audience is to create additional content or to provide additional information. After creating an ebook about brand video’s power, we might write an article for B2B tech marketers (a very targeted audience) on how videos can be used to connect with them.

Tip: You can also look at the most popular stories in your industry to see if there is a connection. If you are a PR professional and there has been a PR crisis at your company, you might write an article giving your tips to avoid making the same mistake. Tips to make sure you aren’t newsjacking like a jackass.

Example: Hubspot’s <a href=”https://blog.hubspot.com/marketing/hubspot-blog-marketing-industry-trends-report#:~:text=Marketers%20will%20continue%20to%20humanize%20their%20brands.,-30%25%20of%20marketers&text=It%20has%20the%205th%20biggest,increase%20or%20maintain%20their%20investment. The 2023 Marketing & Industry Trends Report contains a lot of information for a variety audience, but Hubspot used it to tell a particular story to a certain audience: marketing executives. They created The Marketing Executives Playbook to allow them to make their own game plan using data from the report. This increased the report’s value and expanded the story.

4) Select their preferred format.

Different audiences consume content in different ways. A TikTok video may be the best option if you are targeting Gen Z employees. A well-researched blog post may be the best medium for a CMO. Platform dictates the medium. You might target one audience with a Twitter thread with the most valuable insights for your e-book and reach another with an Instagram tip video.

Tip Learn which of these 13 types visual content is best for your story.

Example: Hubspot’s Instagram quiz is a simple and engaging way for marketers to interact with one another while also encouraging them to view an additional piece. These quizzes can be easily customized for specific audiences.

5) Share relevant highlights.

People are busy and may not have time to read a whole piece of content. You can still offer a valuable service though by condensing and extracting the most pertinent information for a particular audience via infographics or series of tips.

Example: Hubspot shared 6 tips to promote its How to Reach out to Influencers guide. This is a quick and easy way for marketers to tailor content.

How to Connect with Your Audience

There are several ways to leave a lasting impression on your audience, whether you are trying to reach urban 30-somethings or Fortune 500 CEOS.

• Take into account their age. Different generations need different things. Check out our tips for connecting with Gen X, Millennials and Gen Z.
• Talk the same way your audience speaks. You must speak to them in a genuine, human voice.
• To brainstorm, use your personas. Personas allow you to get inside the mind of your target audience, making them a powerful tool for evaluating your ideas. Don’t create it if you don’t have a compelling reason why your target audience would be interested in your idea.

A strong content strategy that is centered on your audience’s interests is the best way to connect to them. If you need assistance in building your content strategy, download our free toolkit . We also know that it takes effort and time that not all brands have. You can find the right partner for you by looking at our FAQs and reach us. We would love to connect you with your audience.

Column Five first published the post How To Market One Piece Of Content to Many Audiences.

Author: Katy French