Promise Media

Content Diversity Expands Site Audience Potential

Colors

Content diversity is a useful strategy for stretching the boundaries of a website and reaching more niche audiences.

Diversifying content also means a website can potentially find some new keyword phrases that get highly ranked in search engines.

There is yet another benefit: diversity eventually leads to greater content aggregation. That’s another way of saying that the site gets a lot bigger.

At some point, a site with a content niche may run into a frustrating problem. Its writers can go so deeply into the site’s core topic or theme that they starts to:

Get into such finite details that new articles may have an audience that is too small to justify the work.

  1. Generate so little traffic or advertising revenue that the return on investment is too low.
  2. Simply run out of topics for new articles.

Diversifying content also comes with a couple of risks. One risk is new content that strays too far from the core theme. The other risk of content that distorts the site brand.

Content Diversity That Respects Theme

A site theme such as “online marketing” has only so much potential to present articles about website advertising, social media, email marketing, search engine optimization and other related topics.

For example, it can’t have 1,000 articles about how to use Twitter. Getting to 30 or 40 is certainly pushing the limits of what is useful to readers.

When the site grows to the point of needing diversification, the publisher may have a choice of adding a new topic outside of online marketing. Experience shows that search engines won’t respect a topic too far afield. Nor will site visitors.

So the publisher then decides to choose a topic as close as possible to the existing theme. Content development is one possibility because it has a close relationship with marketing.

Content Diversity That Protects Brand

In this example, content development articles such as how to use the inverted pyramid in writing articles has a nice potential relationship with search engine optimization. It also pushes the site’s brand without breaking it.

An article about the inverted pyramid is about content structure. But that same article can at least mention search engine optimization and include links to articles about SEO.

A regular site visitor who sees the article will probably give little thought to the fact that it isn’t about marketing. Critical marketing keywords in an article that is not directly about marketing will make the transition a smooth one for the reader.

By managing the reader’s perception, the article expands the site’s theme while protecting its brand at the same time.

Make a Comment, Ask a Question


© 2007-2019 Promise Media LLC • PrivacySitemap