Your site is full of incredible content and you know it.
Great journalists, editors, product managers and content strategists are working with you to keep creating new content on an ongoing basis. Your IT department has indeed pulled it off. The user experience left everyone in your team speechless. You have something worth visiting.
“So why aren’t I getting more people to visit my site?” you ask yourself. Don’t they like my content? What is the matter with them?!
Chances are they just don’t know your content even exists.
Ok, great. You built a content paradise but very few people are aware of its existence. You know how to build a stunning site, you know which content is going to delight the public and now you need to make the audience aware of your product.
There is a lot of content out there!
This is a major issue: there is a lot of content out there and it’s really complicated for audiences to find the content they like the most. And for that same reason it is very challenging for publishers to reach the right audience for their content. That is why it is crucial for publishers to build a well-planned audience acquisition strategy.
Online platforms to reach digital audiences are incredibly sophisticated. These platforms allow you to target specific audiences using a broad range of variables creating a huge number of microsegments. Then you will need to spend time testing and optimizing in order to find out which microsegments of audiences are engaging the most with your content.
You might need to test every audience in order to discover which are more engaged with your content or which content you should create for your target audiences. It is not an easy task since you need to understand how to manage these platforms first and how to do it in the most efficient way possible. And if your method lacks efficiency, your costs are going to go through the roof!
You need an Audience Acquisition Strategy
What most companies do not understand is that developing an efficient methodology to reach new audiences is as important as having a good product. Not to sound too overdramatic, but it is a matter of life and death for your product!
If you learn how to master these platforms, how to optimize them and eventually how to match the right content with the right audience at the right moment, you will find that costs will be a fraction of what they are when you don’t have the appropriate team, methods and expertise to handle them.
It is true that platforms are more and more “intelligent” but these platforms still need to learn as well. Therefore, you have to be able to make them learn more efficiently than your competitors, using less resources while getting better results. There is a lot of content out there, there are many very different audiences across a multitude of digital networks. You need to be a master to discover them and put your content in front of them when they want it or need it. You also need to understand which content you should show to your targeted audiences and how to adapt to their preferences and needs.
It is time for you to start spending more resources to increase your efficiency trying to reach the relevant audience for your content. It is challenging to work with all the different platforms at the same time and it is very expensive for you to hire experts in all of them, so pick one platform and start working with it.
Other option is to work closely with companies specialized in some of the platforms you can’t handle. In this case you have to make sure that your objectives and theirs are aligned, and that they only make money when you reach your objectives. Relationships between agencies and clients based on performance models are far more efficient than commercial relationships where objectives are not aligned between both parties.
To conclude, it is worthless to create the best content if you are not able to make it available to the audiences who will appreciate it.
And if you need any help with that, you know where to find us!