The content marketing puzzle has many pieces. Of course, it’s crucial to conduct audience research and create high-quality, relevant content. But it is also essential not to overlook the reach of your content.
Your job is not finished once you’ve created and published content. You must promote that content in order for it to reach as many people as possible. It is estimated that 60 to 70% of B2B marketing departments’ content goes unused. This content could be generating leads and revenue, but it goes unnoticed and unutilized. By increasing the reach of your content, you can ensure that you get the most out of it and maximise your content marketing ROI. There are numerous methods for expanding the reach of your content. Even if you think you’ve got your content promotion strategy nailed down, it’s worth browsing through these suggestions and experimenting with new ways to grow your audience.
1. Boost your SEO
You can’t optimise your content reach unless your content marketing strategy is solid from the beginning. During the research stage, it is critical to not only determine which topics your target audience wants to consume content on, but also to ensure that they can easily find this content when searching online.
Keyword research will provide you with insight into the terms your target audience is typing into search engines when looking for information or solutions to their problems. If you do not include these keywords in your content, your website is unlikely to appear on the first page of search results for relevant search terms.
While there are other ways to drive traffic to your content, SEO is an important traffic source for most businesses. People must first find your content before they can read it. If you rely solely on social media and referrals for traffic, your growth will be seriously affected. Whether you create content in-house or for outsourcing to a marketing agency, make SEO a top priority.
2. Repurpose Your Content in a Variety of Formats
Publishing a variety of content types increases your chances of reaching a larger audience. Some people prefer to read blog posts, while others prefer to watch videos. You can reach both audiences by blogging on a regular basis and uploading videos to YouTube or another social media channel.
Repurposing content also helps to improve your content ROI because you don’t have to start from scratch with each new piece of content. A good topic can be turned into an article, a video, a podcast, an e-book, or an infographic. Each of these content formats has the potential to be shared on social media, discovered through a web search, or linked to from another site.
3. Implement original research into your content
The most successful content is in-depth and unique. Being the original source of facts, statistics, and unique insights aids in the development of your reputation and authority as a thought leader. This increases the likelihood that other websites and social media accounts will link to you.
Creating data infographics, charts, and graphs is also a very effective way to ensure that your content is shared and linked to, which will increase your overall reach.
4. Consider Paid Promotion
Using digital advertising and paying to promote your content can be an efficient and quick way to reach an audience you might not have been able to reach organically. There are numerous paid promotion methods available to you. You can use PPC or paid search, social media ads, influencer marketing, and paid content distribution platforms.
When incorporating paid promotion into your content marketing strategy, it’s critical to keep track of your spending and the results generated by each channel. Use this data to calculate ROI and determine whether or not individual channels are worth the investments.
5.Create an Employee Advocacy Program
Your corporate social media channels have a small audience. However, you can significantly increase the reach of your social media content by encouraging your employees to share it with their personal social media networks. Employee advocacy is successful when your company has actively engaged employees who share your company’s values and want to see your brand succeed.
Your employees cannot be forced to share your content on their personal social media channels. However, if your content is good and they believe their peers will find it interesting or useful, you have a great opportunity to broaden the reach of your content.