You're facing algorithm changes in content marketing. How do you choose the most resilient channels?

Algorithm updates can be a marketer's nightmare! To build a resilient content strategy, focus on channels with a strong direct connection to your audience: Owned Channels: Your website, blog, and email list are your most reliable assets. Diversification: Spread your content across various platforms to minimize reliance on any single algorithm. Audience Engagement: Prioritize building a loyal community through interactive content and direct communication. Data Analysis: Continuously monitor performance metrics to adapt your strategy and identify emerging channels. Long-Term Focus: Invest in high-quality, evergreen content that stands the test of time.

Your first step is to assess your audience's needs and how they consume content. This understanding is crucial because resilient channels are those where your audience naturally congregates and engages with content. For instance, if your audience prefers in-depth analysis, platforms that favor long-form content will be less susceptible to algorithm changes that prioritize brevity. By aligning your channels with audience preferences, you ensure steady engagement that withstands algorithmic shifts.

No one likes the changes in algorithms as they can ruin the marketing strategies that are planned and already implemented. However, we can still assess the needs of audience by: 1. Understand where your audience spends most of their time and prefers to engage with content. 2. Evaluate which channels consistently show strong engagement metrics from your audience. 3. Stay updated on industry trends and shifts in audience behavior across different platforms. 4. Regularly solicit feedback from your audience to understand their preferences and pain points. 5. Ensure your content strategy includes multiple channels to mitigate risks associated with any single platform's algorithm changes.

Content marketing involves creating valuable, relevant, consistent content for a predefined audience. Ensure that you deeply understand your target audience and have predefined them before you start marketing. You must know which platforms they frequent, how best they consume their data, and the language that they use. For example, if you are targeting Gen Z people in the lifestyle niche, you could focus on platforms like TikTok and Instagram because these are the platforms of choice for this demographic. Ensure that you serve the audience with the type of content they need and on the platform they need.

Being omnipresent on social media can pay off in more ways than one. By diversifying your presence across multiple platforms, you reduce the risk of being impacted by changes in any single algorithm. Different channels offer various ways to engage with your audience, from visual storytelling on Instagram to in-depth discussions on LinkedIn. This multi-channel approach ensures that your content reaches a broader audience and maintains its visibility, even if one platform's algorithm shifts.

Each platform offers unique strengths that can help maintain visibility and engagement despite shifts in algorithms. For instance, email marketing stands out for its direct communication capability. Unlike social media, where visibility can fluctuate based on algorithm updates, email allows brands to reach their audience directly in their inbox. This direct approach ensures that your messages are not at the mercy of platform changes, thereby providing a reliable channel for maintaining communication and engagement. Similarly, a well-maintained blog supported by strong SEO practices can attract organic traffic consistently.

Platforms that foster two-way communication, like social media and forums, empower brands to interact directly with their audience. This engagement not only strengthens brand-consumer relationships but also provides valuable insights and feedback that can guide content strategy adjustments. For instance, leveraging social media platforms such as Instagram or Twitter allows brands to initiate conversations, respond to queries, and participate in trending discussions in real-time. This direct interaction humanizes the brand and cultivates a community that feels heard and valued, thereby reducing the impact of algorithmic fluctuations.

Yes adapting quickly is important, but so is having a strategy. I remember when Threads came out on Instagram and everyone was jumping on it and using it, which was great. What was super important in this was having a strategy. When you have a strategy you know when the right time is to work fast and when to pivot and move or when to not do anything at all. This holds the answers on how to face any changes on content channels.

There will always be changes in content marketing algorithms, so trying to stay ahead of them is a waste of time. Instead, I encourage you to think about your content marketing holistically - where are all the places that you can show up using your strengths and how can they be used together to connect, nurture and convert. Being clear on your message and what you stand for will ensure that no matter what platform you use in your content marketing you'll be noticed, without having to rely on staying ahead of algorithms.