Content marketers should create diverse content for a variety of social media platforms, websites and more.

Content marketers have so many avenues to choose from that it becomes difficult to decide how much time should be spent on social media marketing initiatives, how much to invest in email marketing and whether or not a brand should integrate video marketing into an overall strategy. According to recent data from AddThis, detailing “2012’s Hottest Social Sharing Trends” a number of marketing strategies are on the rise, represents the need for marketers to cast their nets wide and create diverse content for different platforms.

Marketing routes grow and grow

The platforms used by marketers continued their upward climb in 2012. AddThis reported that marketing on Facebook, Twitter, email and in print are growing rapidly. Facebook makes up 51 percent of sharing behavior, followed by Twitter with 15 percent. Additionally, the social sites grew by 18 percent and 55 percent, respectively. Not only that, email marketing grew by 17 percent and print grew by 32 percent. Content marketers should keep these results in mind as 2013 approaches, taking note that all avenues are rising, even in traditional domains such as print. Marketers should work to create quality, custom content that contributes to a diverse marketing portfolio on social, landing pages, blogs, direct mailings and more.Search Engine Journal

The most shared events of 2012

AddThis also revealed the most shared events this year – the US election, Hurricane Sandy, the Chick-fil-A controversy and the Apple iPad announcement were all widely talked about events on social media sites. The biggest growth in sharing happened in the country of Mexico, and the report found that Pinterest is the fastest growing social media platform since Facebook.

With so many consumers turning to Facebook, Twitter, Pinterest and other platforms to chat about the world’s hottest events, content marketers should make sure their brands are participating in the conversation. After an event like Hurricane Sandy, brands have opportunities to show their social standings, which garners respect from consumers looking to choose a vendor for products and services, according to recent news from Brafton.

Create a diverse portfolio

Content marketers should always generate content with care and consideration to be disseminated on a variety of platforms, but AddThis’ recent data confirms the suspicion that a diverse content portfolio can position brands as thought-leaders within their industries and among consumers.

Emma Siemasko is a former member of Brafton's editorial team. Emma has experience with blogging, travel writing, industry news, SEO and content marketing. She used to live in South Korea, where she mastered the art of using metal chopsticks.