Archive for January, 2017

Cliffs Notes on Expanding Content’s Reach

Tuesday, January 31st, 2017

i-contentreachswissA client expecting his first child lamented he wished there were Cliffs Notes for all the baby books stacked on his nightstand.  It got me thinking — I feel the same way about the amazing marketing webinars, blogs, podcasts, white papers and newsletters out there.  So many great resources and so little time to review them! I decided I’d start producing my own version of Cliffs Notes on some outstanding content.  I promise to condense it down to a five minute read, pulling out the golden nuggets so you don’t have to.

This Cliffs Notes installment is a Cision white paper on the three stages of expanding your content’s reach: creation, distribution, and amplification. Enjoy:

Quality over quantity — give your audience relevant content

Three main factors determine if content will attract and retain target audiences

  • Voice: Articulates brand’s personality, culture and positioning
  • Tone: A subset of voice it depends on the target audience and content format
  • Relevance: Understand how and why your audience consumes content and what topics they are interested in

Content creation—must be useful and interesting to your target audience

  • Step 1: Establish goals, including what you want to accomplish and who you want to reach and try to tie to business objectives of sales, marketing and creative.
  • Step 2: Listen to your audience with monitoring tools and also research the audience’s demographics
  • Step 3: Provide value – what’s in it for them?
  • Step 4: Make it shareable with social shareable buttons and keywords (but not keyword stuffing)
  • Step 5: Include multimedia – photos, videos, infographics and other multimedia content

Content distribution

  • Use a distribution service
  • Cross channel promotion: Email distribution and social sharing
  • Internal communications: Communicate to sales and customer service
  • Utilize influencers: Identify by not only number of followers but also relevance of topics they cover. Build loyalty before asking them to share content and use custom tracking links to monitor
  • Integrate paid media: Sponsored content; promoted Facebook stories, Tweets or Instagram posts; customized ads on your new feed; or, for limited budgets, sponsoring or guest posting on an influential blog
  • Share on social
  • Collect subscribers: Set up an RSS feed, podcast, email newsletter or blog subscription form

Content amplification

  • Reuse and repurpose: Use chapters or subsets of the content or design infographics for statistics cited
  • Curate relevant content: Comment, offer insight, and point of view to content that is similar to yours
  • Measure effectiveness to determine which channels and strategies are working best

Conclusion: For a larger impact on business goals and to win over the most readers, use an integrated approach to write, distribute, promote and analyze good content.

Click here to sign up to download the entire Cision white paper