More is better. Well, at least this is true when it comes to your content team.
A large content team is a simple recipe for author diversity. And the benefits that come from author diversity can take your blog to the next level. Here are a few points on why author diversity is important and how you expand your content.
What is Author Diversity and Why Is It Important?
Author diversity means you have content contributed from a variety of sources. In other words, you have a large content team all bringing something different to the table. Here are a few reasons why author diversity is important.
A Mixture of Expertise & Perspective
Diversity means that your content team can cater to different audiences. Each member of a large content team brings a unique set of expertise and perspective to your blog.
Here’s an example – You manage content for a Software Engineer company, ACME. Your blog uses a few different contributors – one being a Product Marketer and your CTO. Both of these contributors bring a unique perspective to your blog.
The product marketer’s content appeals to readers that are using your product on a daily basis. On the other hand, Your CTO crafts content that appeals to readers in more senior level positions.
A Range of Writing Styles
Author diversity also brings different writing styles to the table. Using the same example, The ACME Product Marketer is going to write more specialist style content. They’re focusing on crafting content relating to their products, but conveying that message in a digestible manner.
The CTO probably writes more strategy-based content. Conveying high-level subject matter in an easy-to-understand style.
Your Content Team Can Bring Themselves to The Next Level
Large content teams can use each other’s strengths to improve on areas of their own writing. Here’s a Pagezii Top Author Breakdown for ACME’s blog.
The Top Author Breakdown shows who ACME’s top contributors are from their content team, and which performance metrics they excel in.
Source: Pagezii Blog Pulse Report – Top Author Breakdown Metrics
For each Contributor we see a different performance strength.
- The Product Marketer has the highest views. This is because existing customers read his content for product knowledge and updates.
- The CTO has the second most views. Usually a c-level contributor gets a lot of engagement because they are an authority on the subject. But notice the CTO’s Reader Profile – They write content that’s well aligned with their position.
- The Content Marketer ranks in at third for views, but is also posting content that has very low bounce rates and high SEO scores. As a content marketer, it’s their job to fill the top of the funnel with their content, and keep leads coming back to the blog.
- The Software Engineer is fourth, with good blog stats all around. But notice his reader profile – Theorist – this means he’s writing high-level content designed for a techie audience.
- Finally, we have the Community Manager. They boast the highest social shares per-post. They also write content that they know their audiences can digest.
Here are a few examples of how ACME’s diverse team can help bring each other’s content to the next level:
- The Content Marketer can help the Software Engineer craft content that is more optimized for search engines, and produce lower bounce rates. This helps the Software Engineer bring in new readers with engaging content.
- The Community Manager can give the Product Marketer a few tips on where and how to share content on social networks. This will helpincrease the Product Marketer’s total views and bring more traffic to the blog.
How to Grow Your Content Team to Create Author Diversity
The easiest way to grow your content team is to look within. Your company is a reservoir of talented individuals that have knowledge and expertise in their own field.
Create author diversity by bringing together unique resources that can contribute valuable content to your blog.
