Got a great article in your company magazine this month? There’s no need to let it just sit there – use the sphere of influence to repurpose that content and make it work harder online.
In today’s digital age, there’s no reason why a piece of content needs to sit alone. Limiting it to just one audience might get you some interest, but you can reach far more people by thinking about the different kinds of channels you can share the story on.
To be clear, we’re not talking about just sharing a link, either – we’re talking about adapting that content to best suit the channel or audience. We call this the sphere of influence. Essentially, the wider you can spread the story in the right places, the more impact you’ll have.
Step one: think of a great idea
First of all, you need to have an article, idea or story that people will connect with. This could be a groundbreaking initiative within your business, a special offer or a vital piece of information that needs to be shared. Once you’ve crystallised your idea and broken it down into its core parts, it’s time to figure out how you’ll share it.
Step two: work out your channels
The story you have in mind will inevitably dictate the channels that you share it on. So, for example, if you have developed a new service that will save your customers a considerable amount of time and money, you might choose to share it in the following ways:
- PR story
- Website update
- Organic social media updates
- Paid social media campaign
- Display advertising campaign
- Print advert in local business magazine
Step three: develop unique content for each channel
Once you’ve chosen the right channels for your campaign, then you’ll need to ensure each piece of content is unique. Certain items, like social media posts, will require graphics to be created.
You may need to consider different approaches for different audiences – for example, you might create a paid social campaign that targets plumbers and electricians, so you’d want to change the language and reference points accordingly to make it more relatable to each audience.
Step four: evaluate and see what’s working
The best part about including digital elements in your campaign is that you can get better data, so you can see how many clicks each piece has generated and what actions have been taken as a result. If you’re running a paid campaign, you can get up-to-date figures on a daily basis if needs be, allowing you to decide whether you need to adjust anything to ensure greater impact.
If you’ve got a great idea but aren’t sure how to market it digitally, chat to us. Our team will develop the ideal strategy for your product, service or business and put it into action with clever targeting and compelling creative. Visit our services page to find out more.
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Ready to step into the world of digital advertising? Drop our team a message to find out how we can make your business a success online.
