When you start a blog, you might focus solely on one niche or type of content to build a strong brand and attract a specific audience. But as time passes, sticking to just one type of content can limit your growth and audience reach. That’s where diversification comes into play. Here’s why you should consider diversifying your blogging efforts and how to do it effectively.
Why diversify?
Diversification in blogging isn’t just a trend; it’s a strategic move that can lead to significant growth and engagement. And, if 2023-2024 showed us anything, it’s that diversifying is essential. By exploring new formats and even topics, you can reach new audiences, boost engagement with your current readers and open yourself up to more monetization opportunities.
Reach new audiences
The beauty of diversification is that it helps you tap into new audiences. If you’re only posting articles on your website, you’re limiting yourself to a specific group of readers who might be interested in that topic. But, if you start an email list, a video channel, a Medium account, a Substack newsletter or even an Etsy shop, you’re creating new content for a new audience to consume.
Boost engagement and retention
Fresh content keeps your blog engaging, and readers are more likely to return if they know they can find good content on your site, in whatever niche you’re in. This doesn’t mean you have to completely abandon your main focus. Instead, think of diversification as adding new flavors to your online presence. This variety will attract and build a new audience in new verticals — all with your content.
Increase opportunities for monetization
Diversifying your content can open up new revenue streams. For example, if you’re a travel blogger who wants to gain new monetization options, you can start a TikTok account with candid videos or a subreddit that cultivates travel tips. If that vertical isn’t directly monetized, you can drive new users to your email lists, websites or other channels.
How to diversify your blog content
Diversifying your content can be challenging, and for many of us, it’s outside our comfort zone. If you’ve been blogging for years, it’s easy to hide behind your posts, and it may seem scary to step out from that. However, with Google throwing tantrums and AI content sweeping SERPs from under us, it’s more important now to take the plunge and diversify.
Explore new options
Canvass your blogging friends, ask in the Brilliant Bloggers channels to get a sense of what’s working for people, and set your sights on one particular platform. Don’t try to start too many new platforms at once, because for most of these platforms, it’s a numbers game. This means that the more content you post, the faster you can get monetized. Of course, quality also counts. Here’s a look at some platforms that you could branch out into.
YouTube, TikTok, Reels
If you’ve set your sights on videos, be smart about it. Take video footage and edit it for reels, shorts or long-form videos. Keep your video content fresh and engaging, and don’t despair, it can take a while for your audience to build, but all it takes is one viral post to catapult you to the top.
Medium
Medium can be a bit tricky — audiences there are extremely loyal, but once you’ve cracked that platform, you’re gold. The RPMs aren’t huge, but here’s the good thing about Medium: You can repurpose your posts to be Medium articles, and most niches do quite well.
Substack
Substack is a genius platform that has built-in subscription models. You can send regular newsletters to your audience, and for those who want more, you can implement a pay-to-read model that’s been quite successful for many people. Substack is great for those who enjoy writing, as the Substack audience seems to like a more personal connection with the author.
Mastodon
Mastodon is the dark horse in the diversification game, and it’s also a long game. It has yet to be seen if this platform will take off, but there’s no doubt it will reward early adopters. Brilliant Bloggers has a dedicated Mastodon server that members are welcome to join. Ask inside BB for details.
Tips for effective diversification
As you begin to diversify, maintaining a strategic approach ensures that your new content aligns with your brand’s overall vision. Here are some tips to make the process smooth and effective.
Stay true to your brand
While diversification is key, maintaining your core identity is crucial. Make sure that your new content aligns with your overall brand and voice. This will make it much easier to use content across several platforms. Creating videos? Upload them to your Mediavine or Raptive dashboards. Have a Substack account? Market it in your Facebook groups. There are several ways to cross-advertise, but only if the content is true to your brand and vision.
Monitor performance
Keep an eye on how different types of content perform. Use analytics to track which topics and formats resonate most with your audience. This will help you refine your approach and focus more on what works while adjusting or dropping what doesn’t.
Maintain quality
As you diversify, don’t sacrifice quality for quantity. Each piece of content should provide value to your readers. High-quality, well-researched and engaging content will always stand out and keep your audience coming back for more.
Plan and schedule
Effective diversification requires planning. Create a content calendar to manage different types of content and ensure a balanced mix. This helps prevent overlap and ensures that your blog remains organized and cohesive.
Final thoughts
Diversification isn’t just about adding new content; it’s about enriching your blog and offering more value to your readers. By reaching new audiences, boosting engagement and exploring different monetization opportunities, you’re setting your brand up for long-term success. So, take the leap and start diversifying!