At the core of inbound marketing strategy is your content. Ensuring you have a diverse set of media, concepts and viewpoints is key to the effectiveness, reach and influence of your content. Here’s how to make it happen.

Videos

If you haven’t already jumped on the video bandwagon, the time is nigh. Video has taken over social media feeds and websites and it does not appear the trend is changing any time soon. Video puts your company and personal brand on full display and allows your prospects to put a face and personality with the name. Video is extremely versatile and can be used to demonstrate new products, educate your audience and provide a laugh. The reach of video can be unmatched in some instances, though not every one will be a hit. As with written blogs, posting videos frequently will help you to build the following necessary to truly increase the reach of your content.

Microblogs

Blogs… but smaller. Microblogs are great for driving social media engagement. They tend to have a further initial reach because in most cases they do not contain links that will take you away from a given social platform. Microblogs help to get conversations started and develop relationships with your potential customers. These pieces can range anywhere from one sentence to a few hundred words and can be published daily as long as you’re providing value. Be sure to participate and follow up with conversations in the comment section, as this will increase your reach and encourage further engagement.

Infographics

What’s the best way to communicate complex ideas, data and statistics? Pictures! Infographics make large amounts of data more easily digestible and, according to HubSpot, “Infographics are "liked" and shared on social media 3X more than any other type of content.” For those in the technology industry these are particularly effective, either standing alone or when paired with video demonstrations. Whether you’re diagramming a new product, illustrating statistics or laying out a timeline, infographics can help you reach your target audience.

Microsites

Microsites are an essential piece of account based marketing, which plays quite well with inbound. Personalization is all the rage in marketing circles these days and building a relationship with your prospects is more important than ever. Personalized microsites show your potential clients that you are serious about doing business with them and that you’ve taken the time to learn about their company. Microsites can be attention grabbers and just the thing to put your marketing campaigns over the top. Be sure to include your key account’s brand name and logo as well as products and packages tailored just for them.

Repurposing

Strangely enough, one of the best ways to produce great new videos, infographics and microblogs is by repurposing your old written blogs. In many cases your library will contain a significant amount of evergreen content, still relevant enough to be repurposed into new media. Repurposing can be used to keep up with content demands and reach those who may not have engaged with your written work. Additionally, previous premium content pieces can be transformed into blogs or vice versa. Additionally, written blogs can be amended, changed and edited to reflect new research or viewpoints.

Keeping your content fresh and exciting will keep you one step ahead of the competition and allow you to stand out on social media platforms. Content diversity helps you to reach those disinterested in your written material. Variety is the spice of life, as well as inbound marketing strategy.