The digital era provides more opportunities than ever before for publishers to interact with readers around the world. However, with the ever-increasing amount of online content providers, it can be a challenge to remain top-of-mind with your target readers. Consider the following tips to cement your relevance in the digital space and strengthen your connection to your target demographic.
Be unique
The internet is saturated with websites that are sharing the same or similar content, from news updates to widely syndicated op eds. While this type of content is a great way to drive traffic, separate your brand from the competition by also offering original content. For example, report on a different angle or perspective for a piece of news or a current event, or weave in your own voice and experience to make a post more personal. However, be careful not to sacrifice quality for quantity. Invest time and effort in your content by hiring skilled storytellers and reporters to captivate your readers with exceptional journalism.
Pro tip: Go a step further and create custom audience experiences such as trivia, surveys, polls, and contests with Frankly Media’s audience engagement platform.
Be diverse
In addition to providing unique content, incorporate multimedia storytelling into your strategy. Different people best digest information in different ways; to best serve your audience, go beyond longform text or blog posts and present content through a mixture of formats, including video, images and infographics, and audio.
Be far-reaching
Leverage all of your available digital properties to extend your reach. Distributing content across multiple channels will ensure readers can interact with your brand however they choose, from their social media news feeds to email or even TV or mobile apps. Just be sure to optimize your content for the best possible experience on each channel or device. Follow best practice guidelines for each social and test your graphics and styling elements to verify that your content is responsive and properly scaled on desktops, smartphones, and tablets.
Be helpful
Extend the length of time that your audience engages with your digital content by suggesting other material for them to consume on your online properties. For example, cross-linking to related posts within an article can also add value and credibility to the piece by pointing to supporting evidence or additional information on the topic. You can also personalize readers’ experience by tailoring a list of recommended articles based on the topics they interact with most, or maintain a Trending section on your homepage that features site content currently receiving the highest traffic.
Be adaptive
One benefit to digital content distribution is the ability to be flexible and to change tactics based on real-time performance data. Pay attention to your articles, videos, or social posts that garner the highest traffic. Review metrics such as page views, click rates, comments, and content shares to determine what your visitors respond to the most. Use this information to refine your content plan and inspire more original content on the topics that resonate with your audience.
Pro tip: This data can also be leveraged when securing advertisers who appeal to your audience demographic.
For more tips on publishing digital content, read this recent post about developing an effective online style guide.
