How do you define reach? Reach is the number of people you manage to touch within the targeted community or communities you want to engage with on your content.
Why is it important to highlight the word targeted? Because you should not focus on absolute numbers. If there are only 10 people in this world who are genuinely involved in your topic of interest, and you manage to reach all ten of them, then you have successfully attained maximum reach.
How then can you extend your reach?
First of all, have you done your mapping? If not, do another thorough one to update your targeted communities.
Next, look at both your pull and push platforms.
Pull platforms are places where your content resides on a website. This could be your owned media such as your corporate website, your corporate blog, or earned media such as articles written by journalists in a trade magazine or industry websites, or paid media such as advertising on affiliate websites or partner publications.
Pull platforms have a longer “shelf life” and with good SEO strategy, you can successfully extend your reach through maximal search results.
But that is just one part of the story.
Push platforms are typically social media channels where your targeted communities engage with one another. Your content needs to take the form and language/tone of voice that are employed by the community. By “pushing” out regular posts, and through consistent engagements (community management), you can successfully extend your reach through likes and shares but above all, active discussions about your content.
Social advertising will certainly aid your reach, but the reach you want to achieve is a permanent one. So sometimes paid media on social channels may get your more reach on a campaign, but you will want to work on your content to sustain more engagements in order to grow your reach. It takes time, it takes efforts, but it is worth the while.
Last but not least, you always need to check the data to craft your strategy. You will not succeed the first time round, for sure. But know what you need to check against, so that you can improve on every single round of content production.
Let me know your thoughts in the comment section, what you think about growing reach.
Eureka Moments are not so much moments of sudden realisation or enlightenment like Archimedes. They are moments while I am in my commute when I get to reflect on things that someone mentioned to me, things that I am confronted with, things that I or others have sought a solution for. They are more ‘oh I get it’ rather than ‘I have discovered it’.