Content marketers should also explore adjacent content niches that will resonate with a segment of their audience or attract a new one.
Brands should analyse existing stories to identify sub-elements that can be set aside to create standalone versions. For instance, ESPN featured a rooster during the national broadcast of a University-level football game. The rooster’s TV appearance was just the beginning. They have also featured it in a live feed on their Instagram account, which got huge traction and was a major success for the brand.
Similarly, Australian media network Nine is extending its popular Good Food content across platforms to create an eight-part TV series. This way, marketers can also explore adjacent content niches that further engage the existing audience and attract new prospects.
Businesses can also consider taking some time off to re-think their approach to content. It can help marketers return with a new content that highlights their new focus and aligns with their prospects’ desires. They can also think about expanding into a new medium, which can better engage their target audience.
[4 minute read]