The Problem with a One-Book Strategy

Have you ever poured all your resources into creating one fantastic piece of content, only to be disappointed by the results? Many marketers, especially when under-resourced, fall into the trap of creating a single buyer enablement asset and expecting it to drive their entire campaign. This approach is like building a library with just one book—it’s simply not enough.

Diverse Content Library Addresses Different Needs & Preferences

For a content strategy to be truly effective, you need to address the desires, doubts, and questions of your audience in various ways. This means creating a diverse library of content that appeals to different buyers and stakeholders, using a variety of mediums.

When we worked with a consulting practice, we quickly realised that a single whitepaper wasn’t sufficient. By developing a range of assets, including blog posts, videos, webinars, and case studies, we were able to engage a wider audience and address their needs more comprehensively.

Answering Desires and Doubts in Different Ways

Your audience consists of individuals with diverse preferences and information-processing styles. Some may prefer reading detailed reports, while others might be more inclined to watch a short video or attend a webinar. To cater to these varying preferences, your content strategy should include:

1. Blog Posts and Articles: These are great for in-depth exploration of topics and can drive organic traffic to your site.
2. Videos: Short, engaging videos can capture attention quickly and are easily shareable on social media.
3. Webinars and Live Events: These provide an interactive platform for deeper engagement and real-time Q&A.
4. Infographics: Visual representations of data and information can be more digestible for some audiences.
5. Case Studies and Testimonials: Real-world examples and success stories build credibility and trust.

For example, in our blog on Stop Guessing, Start Knowing: Deep Audience Insights Are the Missing Piece in Your Buyer Journey Mapping, we discussed the importance of understanding your audience’s needs. This principle applies here as well—knowing what types of content your audience prefers is crucial for building a successful strategy.

Create Content For All Audiences

In B2B settings, purchasing decisions often involve multiple stakeholders, each with unique concerns and questions. Your content library should address these varied needs, providing valuable information to each stakeholder involved in the decision-making process.

For instance, when we partnered with an accounting firm, we created content tailored for CFOs, financial controllers, and IT managers. Each piece of content addressed specific concerns relevant to that role, ensuring that we covered all bases and facilitated a smoother decision-making process.

Using Multiple Content Mediums For Maximum Reach

A successful content strategy doesn’t just rely on one format. It uses a blend of different mediums to keep the audience engaged and provide information in the most effective way possible. This multi-channel approach ensures that you meet your audience where they are, whether they prefer reading, watching, or interacting.

In our blog on How To Apply Behavioural Marketing To Your Content Campaigns, we highlighted the importance of understanding the psychology of your audience. Using a variety of content formats leverages this principle by catering to different cognitive styles and preferences.

Building a Long-Term Content Library

Building a robust content library isn’t a one-time effort. You need to commit to the fact that it’s an ongoing process, and random acts of marketing aren’t enough. Consistently producing and updating content ensures that you stay relevant and continue to meet your audience’s evolving needs. This long-term approach builds trust and positions your brand as a reliable source of information.

The Benefits of a Comprehensive Content Strategy

When you move beyond a one-book strategy and build a diverse content library, the benefits are clear. You’ll see higher engagement rates, improved brand loyalty, and better conversion rates. Your audience will find value in your content, regardless of their preferred medium or role within their organisation.

We Can Help

Don’t build a library with one book. To make your content strategy successful, you need to answer your audience’s desires, doubts, and questions in a variety of ways. By using different mediums and catering to various buyers and stakeholders, you can create a comprehensive content library that drives engagement and results. Ready to build your content library? Explore our content marketing services and let’s start crafting a diverse and effective strategy together.