When you have created strong relevant content, it is only fully realised when engaged by its widest target audience. It’s vital that you maximise the exposure of your owned content, to get the Return on Investment (ROI) for your time. With the help of Spring³, businesses can leverage one piece of content for maximum reach and engagement.

1. Find the story

Great content tells your story. Your brand and unique selling point will be at the heart of a narrative that may contain your location, your characters (staff, clients, customers), your background and even your future. This story may be a multi-dimensional publication on print, online and radio which may be developed or re-used across all of your digital platforms.

2. Upload to your website

If you create fresh and exciting content then it is crucial to upload and update your website also. It may be a guest article or a piece that you have created to continue and enhance your brand awareness or a piece of industry news that is relevant to you, your clients and your business.

3. Get sharing

Fresh content on your website should be shared as a link on your Twitter, Facebook, LinkedIn and Instagram. This will help drive content back to your website, improving organic SEO and increasing reach to your target audience. It is also important for the individual who wrote the piece to share it on their own LinkedIn profile, to further increase the reach of the content.

4. Include it in your next newsletter

Email marketing is another great way to engage with your clients. Share your content with them in your monthly newsletter and track your click-through rates. This will help you see what has the most impact and you can adjust your content with each new campaign.

5. Represent the story visually

If you can, you should convert your story into as many visual means as possible. People respond better to visual content – it is quicker and easier to read than a long page of text. Try converting your story into an infographic, generate a GIF, or create a short video to highlight key stats and quotes. These visuals should be shared across all of your online platforms in rotation to actively engage your audiences.

This process is applicable to all aspects of Spring³. To learn more about paid, owned and earned media, and how you can maximise valuable content for your company, contact the Springboard team at info@springboardcommunications.ie 

Post by Susie Horgan

Susie founded Springboard in 2011, and has developed the business into a leading, director-led communications agency. She has worked for over 20 years in senior marketing and public relations roles.