3 Ways to Expand Your Content's Reach

Grow Your Business, Not Your Inbox

Stay informed and join our daily newsletter now!
Will be used in accordance with our Privacy Policy
3 Ways to Expand Your Content's Reach
Image credit: Shutterstock
3 min read
This story originally appeared on PR Daily

Nobody likes crafting a stellar press release, blog entry or even social media post, only to watch it disappear into a black hole with little or no exposure.

Here are three ways to optimize your online PR content for greater reach, readership and results:

1. Punch up press releases via social media.

A/B test your press release headlines on social networks to compare effectiveness using metrics like retweets, favorites, mentions and clicks. The metrics will tell you which is more effective, removing the guesswork and ensuring a more productive release.

"First, create two headlines for an article or press release that you think will perform well,” says Peter Methot, managing director of executive education at Rutgers Business School. “Then tweet both of these headlines roughly one hour apart and compare the data for each tweet."

The headline that has received more clicks, mentions and RTs obviously performed better. Use this one for the press release or any other type of content you’re distributing. “Let the data be the determining factor—not a gut instinct,” Methot says.

2. Share content with variations to different time zones. 

Share any given press releases socially at different times to reach prime viewing audiences in key geographical regions. This will expand its reach and shareability.

“We found that 10 a.m. Eastern is the best time of day to push releases,” says Methot. “We want this content to be seen in different time zones in that sweet spot, so we push it again via social media with slight variations so it falls at roughly 10 a.m. in whichever time zone we want it to be seen.”

3. Frame content to address audience wants, needs or pain points. 

Use words and images your audience would use, rather than company-centric jargon or technical speak. This is how your key audiences will look for answers to their wants, needs or pain points, so deliver solutions in the same way.

Methot gives this example: The heartburn relief drug Nexium is also referred to as “The Purple Pill” or “esomeprazole magnesium,” its clinical name. Each of these names can help segment audiences and shape the content and words used to aid them in searching for the drug online.

For instance, someone using the search phrase “purple pill” has likely seen the product’s marketing materials and may have a need for more information about the benefits and risks. Someone using “Nexium” in a search is more likely in the buying phase and wants to know where to purchase the product or find a prescribing doctor. A person using the drug’s clinical name is probably a doctor. This person’s information needs would more likely be about dosage and other prescriptive guidelines.

In each of these situations, content end users will use different words in their research and reading—and the content they search for and engage with must be useful, understandable and relevant to their given moments of need.

Hitting that sweet spot will go a long way toward giving your content greater reach and results.

More from Entrepreneur

Get heaping discounts to books you love delivered straight to your inbox. We’ll feature a different book each week and share exclusive deals you won’t find anywhere else.
Jumpstart Your Business. Entrepreneur Insider is your all-access pass to the skills, experts, and network you need to get your business off the ground—or take it to the next level.
Create your business plan in half the time with twice the impact using Entrepreneur's BIZ PLANNING PLUS powered by LivePlan. Try risk free for 60 days.

Latest on Entrepreneur

Entrepreneur Media, Inc. values your privacy. In order to understand how people use our site generally, and to create more valuable experiences for you, we may collect data about your use of this site (both directly and through our partners). By continuing to use this site, you are agreeing to the use of that data. For more information on our data policies, please visit our Privacy Policy.