Writing Content for Organic Reach: Everything You Need to Know
Maximizing Your Organic Reach - Be More Than Another Ad
If you only discuss your business in every piece of content, customers will flip away from your posts as quickly as they change channels during a commercial break. Instead, demonstrate authenticity to customers by engaging with them through posts that aren't just trying to sell them something. Posting about things that aren't directly related to your business may feel counterintuitive, but sharing authentic content pays off in the long run.
For example, if you run an automobile repair shop, instead of only posting about your services, help educate customers. Posts containing information like "red flags to avoid while shopping for a new car" and "best scenic drives in your area" are valuable to consumers. The increased traction these posts get will increase your page's organic reach.
Choose Quality, Not Quantity
Not even five years ago, social media marketing gurus touted the importance of constantly posting on social media platforms. Business owners believed bombarding customers' feeds was the best way to get their product or service in front of new eyes.
If you're still publishing content based on that philosophy, it's time to take a step back from the keyboard. Since each platform is different, you'll want to experiment with posting times and frequencies to see what produces the most interaction for your business.
Even if your goal is educating your audience, that doesn't mean how you deliver information needs to be dry. Create an emotional connection with consumers by sharing a story that provides helpful information or lets consumers better understand your brand's mission and values. Appealing to your clients' emotions will boost your engagement, which will cause your content to extend its reach naturally.
Know Your Target Audience
Platforms only want to show users posts that are meaningful to them. Keeping your target audience in the front of your mind while creating content ensures that your posts align with their needs, likes, or interests. If you run a second-hand wedding dress boutique, for example, post valuable content about wedding planning on a budget. The site's algorithm will show your content to individuals interested in frugal weddings, likely members of your target audience looking for second-hand wedding dresses.
Creating content for your target audience increases the chances that social media algorithms will put your content on the right consumers' feeds.
Kiss Clickbait Goodbye
If you're using clickbait-style content on platforms such as Facebook, you're working against the best interest of your business. Facebook's algorithm considers the validity and quality of the content you post before sharing it with other users. Publishing low-effort content will hurt your organic reach since the algorithm doesn't want to recommend this content to users. Content relevant to your reader will get the traction you're looking for; spammy, low-quality posts won't.
Creating valuable, high-quality content can help increase your organic reach on all social media platforms, but it can be time-consuming. If you don't have the resources to handle your business's digital marketing or content strategy, we can help. Contact Interact One today to learn how we can design, direct and implement all elements of your online marketing strategy.