Enterprise content teams know that content marketing is a multi-faceted process. There’s a whole lot of work that goes into getting a single piece of content ready to publish. But that’s not the end of the cycle either. Once published, you also have to distribute it and magnify content reach.
For content to do its job in driving traffic to your website and converting audiences, you have to ensure it’s available for consumption in multiple channels, expanding the possibility of people actually seeing it. Scaling content reach can be challenging for large companies. However, with the right strategy and tools, it’s easier than you think.
What Is Content Reach?
Content reach refers to how many people actually look at your content, meaning they engage with it in some way. It’s different from impressions, which means there was only exposure to the content.
For example, if a user sees your content in their social media feed, that’s an impression. If they click on it or engage with it, that’s reach.
Scaling Content Reach Starts with How You Distribute Content
To extend your content’s reach, you’ll need to include the channels you’ll use to distribute it in your content strategy. According to the Content Marketing Institute (CMI) Annual Content Marketing Survey, marketers use social media, email, and their blog the most for organic distribution.
Image: CMI
Of the social media platforms they use, LinkedIn was the top choice, followed by Twitter and Facebook.
The survey also asked about paid channels, with social media, search engine marketing (SEM), and sponsorships as the top three.
Image: CMI
The channels you use for both paid and organic distribution will depend upon your audience, the content format, data content analytics regarding performance, and budget. Define those channels in your content plan. When you complete a project, your team should know what avenue you want to use to distribute and scale content reach.
After you distribute, how do you amplify the reach to ensure you’re getting the most traction?
Ensure Content Is SEO Optimized
If organic search is the channel you want to expand your reach, you need a strong SEO strategy. Its purpose should be to identify the keywords where you could outrank competitors.
To do this, you’ll need to manage keyword research and ranking regularly. You’ll also want to review the content that’s ranking now and find ways to produce better content.
Follow These Rules of Engagement on Social Media
Social media is the top distribution channel, but how can you strategically get others to engage and share your content? Here are tips that will help:
- Post content in LinkedIn or Facebook groups where appropriate.
- Use industry hashtags that your audience may follow.
- Tag others in posts, whether that be the author, a partner, or another source that contributed to the content.
- Publish content on sites at the most optimal times (you can learn this through data analysis).
Repurpose Content So It Can Live in Many Channels
The ideas, copy, and story you tell in one piece of content can transfer to another. A long-form blog post can convert to an infographic. The message is the same, but the different formats can attract different audiences.
When you have multiple formats that direct traffic to your website and include the same CTA, you increase the reach of the theme. Your distribution is likely different as well. Blogs work well in any channel. Infographics do better on visual channels like Pinterest. You can track the performance of each format and its reach to inform what formats you choose for repurposing in the future.
Launch an Employee Advocacy Strategy
Your employees can be your best allies in scaling content reach. Employee advocacy strategies engage your staff and encourage them to share content on social media or other channels. This scenario is a win-win. Your content reach expands and can attract new business. For companies with a formal program, 64 percent said it generated new customers.
It’s good for your employees, too, as it helps them build a profile as thought leaders. B2B buyers do use social media to research and find solutions. So, it’s a perfect opportunity for your employees to share engaging, relevant content that could catch their eye.
Very few companies make it a priority and don’t realize its value in content reach. LinkedIn Business reports that only 3 percent of employees share their company’s content, but they are responsible for 30 percent of total engagement.
Extend Reach via Paid Channels Thoughtfully
Using paid channels can help you scale reach. There are lots of paid channels to consider, and you should do so thoughtfully. LinkedIn is the number one paid channel, per the CMI report. That’s where many B2B companies start. You can target precisely based on multiple attributes.
You also need to think about what content to use. You’re targeting those in the awareness stage in most paid channels, so it should be educational and informational. A whitepaper, ebook, or blog post that’s not promotional are all good options.
Measure the performance of each paid channel you use. Then analyze that data to determine which ones truly extended your reach and resulted in engagements.
Use Content Amplification Tools
Content amplification tools enable you to extend the reach of content. You post the content through their platform. Then, it expands its reach through multiple avenues. Some tools to check out:
- Converge: The platform amplifies content for you via email, social, newswires, and influencers.
- Zemanta: This solution works by boosting engagement via programmatic ads and uses AI and automation to optimize all paid promotion dollars.
- Outbrain: This tool uses discovery feeds, and you can choose to amplify through video, sponsored content, or native ads.
- Quuu Promote: This option allows you to post content for others to share and find other pieces that your company would want to share on social media.
Scalable Content Reach Is Possible, Get Help from Divvy
The content production cycle never ends. Expanding the reach of your content is one facet but an important one that can lead to conversions. You can manage every aspect of content marketing, including reach, with DivvyHQ. Start a free trial today.