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4 Ways To Expand Your Content’s Reach And Increase Engagement

Reese Mimi Tseayo
Author Reese Mimi Tseayo

As marketers continue to vie for the attention of consumers, it is important for you to find the best channels to distribute your content so it gets to your preferred audience and grows your followers. You wouldn’t want to create amazing content and have it get missing in cyberspace without reaching and engaging with your followers/the people it was intended for. If you are looking for ways to expand your content’s organic reach and boost your engagement score, here are a few tips to help you do that.

Podcasts/Branded Audio

About 30% of the population is comprised of auditory learners so a high percentage of your potential audience may not be pulled in by visual and written content. According to recent studies, more people are listening to podcasts now with listenership going up by 23% from 2015 to 2016. Compared to 2013, the number has gone up by 75% which is more than enough reason to include podcasts as part of your content strategy. When they are used in the right way, podcasts have the ability to boost your organization’s awareness and broaden your reach. 71% of the listenership of podcasts comes from smartphones and tablets which shows they’re a great way to reach people who are usually on the go. Podcasts can be leveraged as a means of discussing trending industry topics, positioning yourself as a leader in your industry, and familiarizing and building trust for the brand with your listeners by adding a voice they can relate to. Remember not to be too aggressive with podcasts as you sell to your audience, rather aim to provide them with real value. Opt for a conversational tone as you speak or go with a storytelling angle.

Content distribution platforms

For every content, you work on, the intent is for it to be seen by a significant number of people. However, this is hardly ever the case for a number of businesses as they hardly reach the right audience. You should not only concern yourself with your content reaching the right people but also ensure it is tailored to deeply connect with them. There are a number of content distribution platforms that are great for helping your brand get more visibility with the right audience for engagement as they can land your content on high ranking websites like Newsweek or Forbes. They use targeting technology that provides in-depth personalization so you connect with and reach the right users at the right time.

Repurpose and recycle

You can repurpose your content by using one idea to develop different kinds of content. Among the many benefits of doing this is that you get to maximize the output you get from all the hard work you put into creating your content by increasing its reach. For example, if you have a great blog post, it could be made into a video tutorial, a podcast, or even infographics for social media posts. This way you can reach different audiences on multiple platforms with less effort. It also caters to different audience needs as some people may prefer visuals to reading a blog post.

User-generated content and influencers

Since 2017, brands have been actively collaborating with influencers especially on social media channels like Facebook and Instagram, and leveraging them as part of their content distribution strategy for reaching niche audiences. Influencers also have the power to increase your traffic and drive brand engagement. With influencers, remember it’s not just about using the ones with a large following rather it is a better tactic to only work with those who fit with your niche and who’s online identity is related to your brand. Using actual people who your customers can identify with your brand is a great tactic that will boost exposure and reputation. As many as 92% of users trust recommendations from people they perceive as their peers compared to any other kind of advertising your brand may use. Whether they share your post, make their own post with your product, or share reviews, influencers have the potential to drive sales and boost brand engagement score and organic reach.