Audience Engagement: How to Spread the Word About Your Content

So you have great content? That’s excellent: so does about 75% of the internet because, admittedly, there are some terrible sites out there. However, lackluster site copy aside, it’s tough to be heard amongst all the noise, and unless you do something, those outside of your immediate contact list, circle and business may not know that you actually exist.This is where audience engagement is vital.

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That being said, letting people know about your content and site is only half the battle: you want your audiences to engage and then continue to share your expertise. While this might take a little bit of a work, it is far less tougher than it looks. Read on for great tips on how to spread the word about your content and, hopefully, encourage further audience engagement:

Work With Other Bloggers on Audience Engagement

Not only is there the proverbial safety in numbers, but the more people contributing to your content strategy means the more weight it carries and, by extention, the more people it can reach. You can tell one person your amazing take on a topic, and they might read and share it, but when you have other voices contributing supporting your claims and even writing articles of their own – and sharing them – you reach and your authority is amplified.

For instance, in a recent white paper from inky bee on The Best Practice Guide for Effective Blogger Outreach, Adam Vincenzini, Head of Digital, Paratus Communications, was quoted as saying:

“The expertise shared by a subject-specific blogger (a niche expert) is often much more compelling than a generalised report from a mainstream outlet. As Technorati says, ‘blogs outpace other media for inspiration, product information and opinion and as a result generate more trust, recommendations and purchases’”

In other words, two, three or four heads are better than one. Compelling content is likely to resonate with readers and will be shared, receive comments, and live on. Finding the right kind of expert to work with is the key to making this happen, so do your research, and start reaching out to other bloggers.

Get Up on Social Media

It’s a horrible cliche, but not all social media is created equal. Some people might argue the merits to cross-posting on Facebook and Twitter, others swear by the new power of Instagram. And others still find that Google + is a dream for sharing and engaging with an audience. We wish there was a magic solution and key to finding the right social media to maximize audience engagement no matter what, but you have to find what works for your business and your needs. Twitter can be more conversational, while Instagram has a wide reach. Facebook might be right for some products, while others wouldn’t touch it and prefer to connect with professionals on LinkedIn. Again, just research, listen and see what works – ask other experts for their best practices and advice.

Be Diverse With the Kind of Content You Create

To enhance audience engagement, the best thin you can do is reach as many different people are possible. The short answer to this is to ensure that you send out your message using a variety of media – don’t just limit yourself to written blog posts only. Check out video, images, guest bloggers with different areas of expertise and even look into podcasts. Be imaginative and think about what you want people to see. And then, off you go!

Promote in the Right Way and Use Your Tools

There are many, many ways to measure and see how your audience engagement is happening – and where. You might think that a couple of posts on Twitter are the way to go, but then it might also transpire that no one is engaging with your posts. You don’t know unless you research, and then find the best way to send out your information. We like a few of the ideas presented by in the article “7 Essential Content Promotion Tools and Platforms.” this gives more ideas on how to get audiences engaging with your excellent content.

It can be hard to get people to interact with your content, but audience engagement today is key for spreading the word online: it’s the digital form of conversation which is an art, just as much as the “analog” version. Just remember to reach out, don’t bombard any channel with irrelevant messages, and enjoy the conversation you’re having. Because that, after all, is key to getting anyone to respond, whether on line or in person.

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William Flanagan

CEO & Founder, Audienti. Former VP-Cognio, Founder-sentitO/Verso, SALIX/Tellabs, PrimaryAccess/3Com, CompuServe. Expert in data-driven marketing.

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