There’s a shift happening in digital marketing.
SEO professionals are beginning to recognize a harsh reality—organic traffic is becoming more uncertain in an AI-driven world.
Relying solely on Google for traffic is risky. To stay ahead, businesses must think beyond SEO and embrace a broader strategy—one that functions more like a media brand than a search-dependent website.
This is where the concept of “world-building” comes in. Originally coined by copywriter Ben Settle, world-building means crafting an immersive brand experience with multiple entry points—just like the expansive universes of Harry Potter, Star Wars, or Disney. It’s about creating opportunities for consumers to discover your brand in different ways, ensuring long-term visibility and engagement.
But this isn’t just about being on multiple platforms. It’s about fostering discovery and consumption, not simply posting automated content across social media. A true brand world is built through a mix of digital and real-world touchpoints that reinforce mental availability.
So, how do you build your own brand world? Let’s break it down.
10 Ways to Diversify Your Traffic and Build a Lasting Brand
When building your brand, consider these 11 key entry points to establish a strong foundation:
- Newsletters
- Podcasts
- Books
- Videos
- Interviews
- Social media
- Organic search
- Public relations
- Email marketing
- Content marketing/blogging
These aren’t just platforms—they’re pathways into your brand world. Many can span multiple platforms. The key is to create multiple doors for people to discover and engage with your business.
1) Newsletter
Newsletters are a great way to stay connected with your audience. To maximize impact, give them a clear theme and consider using platforms like LinkedIn, Medium, or Substack for wider reach. However, remember you don’t own these platforms—they control the rules and can limit access at any time. Consider building your own email list to have more control over your communication.
2) Podcast
Starting a podcast connects you with an engaged audience, drawing them into your brand’s world. Podcasts are accessible, allowing listeners to tune in during commutes or daily routines, making your brand a familiar voice. A great podcast shares valuable content and creates emotional connections, turning casual listeners into loyal followers. Plus, it can be repurposed to extend your reach.
3) Books
Books make a lasting impact by sitting on shelves or desks, keeping your brand visible. They also drive traffic through sales and increased exposure. Beyond being a tangible asset, books help establish authority, provide value to readers, and attract new audiences. They can also generate backlinks and serve as lead magnets, offering long-term benefits that extend beyond the initial release.
4) Videos
Creating video content takes effort, but long-form videos provide valuable material that can be repurposed in various ways—such as breaking them into shorter clips or turning them into blog posts or podcasts. This adds long-lasting value and boosts SEO.
Short-form videos on platforms like Instagram Reels, YouTube Shorts, TikTok, and LinkedIn offer quick, engaging content that grabs attention and is easily shared. Using both long-form and short-form video strategies helps maximize reach, engagement, and brand visibility.
5) Interviews
Interviews, whether in written articles or as guest appearances on podcasts, offer an excellent opportunity to showcase your brand’s expertise, share your story, and connect with a wider audience. Not only does this exposure help raise awareness of your business, but it also provides valuable backlinks to your website, enhancing your SEO and domain authority. Additionally, hosts often promote your interview through short-form videos on social media or their own channels, which further amplifies your reach. This creates a ripple effect, leading to more visibility, credibility, and potential connections with new customers or collaborators. By strategically leveraging interviews, you can expand your brand’s presence in your industry and build stronger, more meaningful relationships with your audience.
6) Social Media
Many businesses focus on posting daily on LinkedIn, but platforms like TikTok or Instagram can also be valuable depending on your audience. The key is to actively build your brand’s presence on these platforms, creating meaningful content that connects with users. By engaging consistently, you create entry points for new followers to discover your brand. This strategy expands your reach, creates more touchpoints for potential customers, and helps build long-term relationships.
7) Organic Search
Organic search has long been a reliable traffic source, but its effectiveness is declining due to AI advancements. AI-driven tools are changing how users interact with search results, reducing the role of traditional organic traffic. While AI-powered search isn’t yet categorized as organic, it’s becoming a factor in how businesses gain visibility.
Despite this shift, organic search remains an important part of your brand’s world-building strategy. As the landscape evolves, balancing organic search with AI-driven search and other methods will be crucial for maintaining your brand’s online presence.
8) Public Relations
Both digital and traditional PR are essential for building brand awareness, engaging your audience, and fostering trust. They help generate media coverage, build backlinks, and increase brand mentions, all of which contribute to improved SEO and visibility. PR also plays a role in training LLMs, indirectly affecting search results.
For inspiration, explore resources like Famous Campaigns, Digital PR Tips, and the Digital PR newsletter. These platforms offer insights into successful PR strategies and trends, helping businesses stay relevant and expand their reach. Effective PR boosts your reputation and enhances your brand’s digital presence.
9) Email
Email is a powerful yet underused channel for many brands. Whether through daily emails, newsletters, or weekly updates, it offers direct, personal communication with your audience. While building an email list can be challenging due to the sign-up process, once established, it becomes an asset you fully control.
Email allows you to tailor content, segment your audience, and run targeted campaigns, making it a valuable tool for fostering loyalty and increasing conversions. Unlike social media, where algorithms dictate reach, email enables you to engage with your audience on your terms, making it an essential part of your brand-building strategy.
10) Content
All content serves as marketing, and while many focus on SEO-driven content to attract organic search traffic, it’s important to recognize that not all content needs to be optimized solely for search engines. Content on your site can be valuable in different ways—by fostering deeper connections with your audience, reinforcing your brand’s message, and even positioning you as a thought leader in your industry.
In fact, the value of creating meaningful, insightful content that doesn’t rely solely on search engine ranking will become even more critical in the future. As algorithms evolve and platforms shift, diversifying your content strategy beyond just SEO will allow you to build a more robust, sustainable brand presence. This approach can lead to greater customer loyalty, more direct engagement, and increased brand recognition across different channels, strengthening your overall marketing strategy.
Embracing Diverse Strategies for Long-Term Growth
In today’s rapidly evolving digital landscape, businesses can no longer rely solely on traditional SEO tactics to drive traffic. Instead, embracing a diverse set of strategies that build a connected, immersive brand world will ensure sustained growth and engagement. By creating multiple entry points—whether through newsletters, podcasts, videos, or social media—you can foster deeper connections with your audience and establish your brand as a trusted, ever-present force in their lives. As AI and changing algorithms continue to reshape the digital environment, businesses that focus on building a broad, interconnected brand world will be best positioned to thrive.
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