MARKETING MIX: Maximize your reach with smart content marketing

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Helpful content can be a welcome source of information for your customers, creating opportunities for your brand to connect with audiences online.

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According to the Content Marketing Institute, 60% of top performing B2B marketers have a documented content marketing strategy. These marketers use content to nurture leads, drive sales and revenue, and grow their audience. The more you can grow your audience, the more you will see these benefits from your content production.

However, simply creating content is not enough. You will need a creative strategy for getting your content out in front of people to ensure it creates impact and draws audiences to your business. The smartest approach is to create content consistently and use a strategy to distribute it as widely as possible to increase your reach.

Does content marketing work?

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Content marketing is a strategy you can use to regularly offer useful and relevant information to existing and future customers instead of just selling your products and services. With content marketing, the goal is to proactively plan, create, and share content consistently to show ongoing value and increase brand visibility. Content created with this strategy in mind is usually written for a specific audience, on topics that are priority or important to readers.

Why is content reach so important?

Your content can only impact the people who see it. Therefore, your content strategy should always include steps to increase the reach of the content you produce in order to get the most out of it. Content that reaches a wider audience can help you attract new customers to your business.

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10 tips to increase content reach

To get started, you’ll need a creative strategy to ensure you have a widespread impact that draws audiences to your business. The smartest approach is to consistently deliver content and deploy a strategy that distributes it as widely as possible through as many channels as possible: social media, websites, press releases, newsletters, podcasts, etc.

Here are our top 10 tips for increasing the reach of your content:

  1. Target your ideal audience

You need to understand the people you are trying to reach. Take the time to clarify who you want to attract before writing a single word. Consider who your best customers are, what they have in common, and how they make purchasing decisions.

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Ways to gain insight into your audience:

  • Customer demographic information
  • Feedback from customer surveys
  • Comments on your social networks
  • Website traffic data

Provide useful content by conducting keyword research and using tools that help you choose topics that interest your customers. Understanding who wants to see your content and how they find it is key to understanding how to reach them. What problems do they have that you can solve? What language do they use to search for answers?

Exploring this information can help you find strategic topics and ensure your ideal audience can find what you’re creating.

A content plan that outlines the topics you want to cover and when you want people to see your posts can help you manage your resources and cover all the major topics you want to include.

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A good practice is to have a rough idea of ​​the key things you want to cover over a year, then drill down into the details for each quarter as you strategically plan your releases. With this strategy, you’ll know high-level details ahead of time and can work from a comprehensive quarterly plan with assigned topics, release dates, and content creators.

  1. Explore different content formats

Content marketing isn’t just about blog posts. When planning your content, think about the best format for each idea to get your point across. When a topic or idea fits the format well, you have powerful marketing content that will have a more meaningful and memorable impact.

For example, some topics make great blog posts, but others might work better as an eBook or how-to guide. In another comparison, you might reveal a new product line from a gallery of photos shared on social media. But you can also create an explainer video to help your customers get the most out of your products.

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  1. Optimize your website for online searches

A search engine optimization (SEO) strategy will help you ensure that every piece of content on your website is doing its job of driving traffic to your site. Structuring your content so search engines know what your website is about and who to show it to is a good foundation for building reach.

Even better, with good SEO, you’ll attract relevant searchers who are actively looking for your content.

  1. Let your brand personality shine

Any content you produce for your business should have value for your customers. However, you will need ways to stand out from other brands. For example, injecting a little personality or humor into your content can help people get to know your business better.

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A strong, recognizable brand voice can be a key differentiator that helps make your business memorable.

  1. Share your content across multiple channels

Once you have carefully planned your content and optimized it for SEO, you need to publish it on different platforms where you know your audience hangs out.

Not sure where to share your content? You can check user demographics for different platforms to see if they match your target customers. Consider the purpose of each platform and whether they tend to appeal to B2B or B2C audiences.

  1. Nurture social media engagement

Engaging with your audience is the best way to organically increase the reach of your content. When you post your posts on social media, these platforms may only show your posts to a few followers. The algorithms built into each platform view engagement as a signal that content is valuable, interesting, or relevant. When you get people to like, comment, and share your posts, the algorithm shows that post to more people.

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Posting on social media is just the first step in promoting your content. Someone should monitor accounts for liking and responding to comments. You can invite more interactions by writing captions that motivate people to comment. Respond quickly to comments and questions to keep the conversation flowing. The more you interact, the more the algorithm will show your post.

Many brands are vying for consumer attention, which means you might want to consider spending money to get your content out in front of people. Organic posts are only shown to your followers, while sponsored posts can reach an audience that you specifically target, based on their interests.

Getting organic traffic to your site can be a slow growth strategy, and you might want to see results faster. Paying to promote articles or blog posts on social media can help you increase content reach. As a bonus, a social media site like Facebook offers precise targeting settings to effectively reach the right people.

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Consider reusing your content whenever possible. For example, a blog post on your website can quickly turn into a series of social media posts. Articles on your site could be a starting point for a podcast or e-book. Customer testimonials can become powerful social media posts and inspire you to create case studies to show a deeper look at how your business helped solve someone’s problem.

Creating valuable content is just the first step in content marketing. With a proactive plan to get your content to more people, you can increase your reach and ensure you get the most out of your content strategy.


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