Let's talk about content diversification.

Content diversification is the act of diversifying the content you're using to generate ROI so you're never truly at the mercy of one network or traffic source. The most common content distribution channel mix include:

SEO driven content, social driven content, sales enablement content, lead nurturing content, lead gen content and much more.

But as we've all witnessed over the years relying on just one or two of these types of assets can be dangerous. Don't get me wrong - Google has been good to a lot of us. Especially if you've been investing in SEO & Content Marketing over the last few years but here's a harsh reality...

0:00 Introduction
0:17 Diversify your content assets

The things that worked for the past 2, 5 or 10 years aren't clearly laid out as the things that will work in the future. Today the typical search engine results page is filled with:

4 Paid Ads
2 Featured Snippets
1 Wikipedia Page
1 People Also Searched For Box
And a competitors YouTube Video

This is all before the first organic link.

Oof. Winter is coming...

And this is why diversifying your content assets matter so much. You really never know when the pages you're ranking on are going to be filled with similar results or when Facebook is going to decide that posts from your domain simply shouldn't get more reach.

I saw an interesting situation yesterday. It was a SaaS blog that lacked a significant amount of content diversification. When I visited their blog, I came across 5 blog posts: Startup raises $$$$$$. Startup launches new feature. Startup hires rock star CFO. Startup brings big name exec to the BOD. Startup shares a testimonial.

And the CMO can't figure out why they get ~1,500 visits a month...

It's due to a lack of content diversification.