When it comes to getting your message heard by a wider audience and increasing visibility for your brand, online publishing is a powerful tool. Whether you're looking to reach new customers, grow your brand awareness, or simply educate people about what you do, publishing content provides all kinds of businesses with distinct advantages.
Those advantages include improved search engine ranking and exposure to more potential clients. Here are seven ways to magnify your message through online publishing.
1 - Clearly identify your target audience
Remember that you can't be all things to all people. It's critical to zero in on a particular audience or market that is struggling with a particular problem. How can you help them solve that problem?
If you aren't sufficiently narrowed down in your target audience yet, consider conducting market research or using analytics tools to help you better understand who your ideal customer is.
2 - Choose the right online publishing platform for your message
Once you know who your target audience is, determine what kind of content will resonate with them and where they are spending their time online. This will help you choose the right platform or platforms on which to publish.
The key is to identify where your target audience “hangs out” online and then focus your efforts on publishing there.
Different platforms also offer different opportunities for amplifying your message. For example, LinkedIn provides a great way to connect with other professionals in your field, while Medium can help you reach a more general audience.
When you are a member of a professional networking group, like Newsweek Expert Forum, you get to publish on Newsweek.com and build a library of thought leadership content that will help you build your online footprint.
Think about what kind of platform will work best for the kind of content you want to create and the message you want to communicate.
3 - Create powerful and engaging content
It’s important to know exactly who your target audience is so the content you create resonates specifically with them. Consistently sharing content that addresses their biggest concerns, problems, issues, and questions makes you the go-to authority on that topic.
Start by exploring some of the most popular articles on the platform on which you're interested in publishing. Study what makes those articles successful and try to replicate that in your own content.
Make sure your copy is well-researched, informative, interesting to read, and NOT self-serving.
Always include a call-to-action (CTA) in your post so readers know what you want them to do next. For example, "Click the link to read my latest article on XYZ." This keeps them engaged and coming back for more.
Another way to create powerful content is by using images, infographics, or videos. People are more likely to share and engage with visual content, so if you can incorporate it into your article, you'll be more likely to reach a wider audience.
4 - Craft an attention-grabbing headline
You could have the best article in the world, but if your headline doesn't make people want to click and read, they'll never know about it.
Your headline is often the first - and sometimes only - thing potential readers will see of your article. So make sure it's something that will make them want to learn more.
A good headline should:
Once you've written several possible headlines (good copywriters typically brainstorm ten or more) check them out - and work on improving them - with a free headline analyzer tool, like Monster Insights.
5 - Optimize your content for SEO
One of the best ways to ensure your article is seen by as many people as possible is to optimize it for search engines. This means including relevant keywords throughout your copy, as well as in your headline and meta tags.
You can use a free keyword research tool, like Google Trends to stay up to date on what is happening around the world and within industries. The site analyzes the popularity of the top search queries in Google Search, and compares the search volume of different queries over time. Without going overboard, sprinkle in those keywords throughout your article, as well as in your headline and meta tags.
6 - Promote your article through social media and other channels
Now that you've written your optimized article and crafted an attention-grabbing headline, it's time to promote it through your channels. If you have a large social media following, start by sharing your article on those platforms.
You can also share your article with relevant online communities or forums, as well as through email marketing to your list of subscribers.
Remember to use traditional media outlets - if you can get your article featured in a print publication or on a popular website, that will help amplify your reach and message even further.
You can also use paid advertising to reach a wider audience. For example, LinkedIn allows you to promote articles to specific groups or demographics that match your target audience.
Remember to share your content more than once. Research shows that the average person needs to see something seven times before they take action. So don't be afraid to promote your articles multiple times on social media, through email, or in other channels.
When you promote your article through multiple channels, you're more likely to reach a wider audience and have a greater impact with your message.
7 - Partner with influencers who have similar audiences
Start by commenting on their content on blogs and social media platforms. Don’t just write, “Great post!” Respond in a positive, thoughtful way that lets them know you read it, and take something valuable from it. Not only does this get your name in front of their audience, as another respected authority on the same topic, but they’ll begin to notice your comments and wonder who you are.
Freely share their content to your audience and tag them or send them an email to express how much you liked their content piece. This is how you can start to build a relationship with them. Give freely long before you ask for anything in return.
8 - Measure the results and adjust your strategy
Once you've published your article and promoted it through your channels, take some time to measure the results. How many people read it? How many people shared it? What kind of feedback did you receive?
You can use Google Analytics or another analytics tool to track your article's performance. This will help you understand what's working and what's not, so you can adjust your strategy for future articles.
By following these simple tips, you can start to magnify your message and reach a larger audience with your online publishing. Just remember to focus on creating quality content that resonates with and impacts your target readers.