One of the biggest challenges facing communicators is getting your message in front of the right people as efficiently and effectively as possible. Even when you have defined your target audience, you still need to get your message to them. Broadly speaking, you have two options:
Go to where your audience is
Bring your audience to you.
In reality, this is not an either-or option. Your communication and outreach strategy should feature both. Your strategy should also embrace the many different communication outlets available to us. Here are seven examples of outlets you could use to connect, engage, and expand your audience with written content.
1. Social media
Few organisations aren’t using one social media platform or another to connect and engage with their audience. Don’t be tempted to try using every social media platform out there (there’s a lot). Be selective – choose the platforms where your target audience hang out, that you can manage, and that allows you to showcase your messages. Remember – the best platform for you might not be the new kid on the block or the hottest platform right now. Some social media platforms offer the option to promote content, but you should still plan to organically grow your social media audience.
2. Trade websites and publications
These platforms are perfect for reaching out to people working in a specific profession or trade. Depending on the publication, you may be able to share in-depth content (sponsored content, advertorials), as well as perspective pieces and news about your organisation or campaign (press releases).
3. Third-party Newsletters
Some businesses, organisations, and other influencers that run newsletters may include sponsored posts, links, ads, or promotions. Some may charge a fee, while others may offer publication in exchange for providing their readers with an offer.
4. Media outlets
Occupying a spectrum of specialist to generalist, online, print, tv, and radio outlets are a great way of reaching people that directly and indirectly make up your target audience. Like Trade websites and publications, you may be able to share sponsored content or advertorials as well as perspective pieces and press releases. Journalists may also contact you to feature in a story, but unlike with the other types of content, you have no control over the content. Don’t let that put you off, though – independent reporting that features your organisation is an excellent way of building credibility with your audience.
5. Guest posting
Writing guest posts for reputable and relevant sites and blogs is another great way to connect with your audience. The style of post you can create varies from one site to the next, but generally, your post should offer the readers of that site something useful – not just be a way for you to talk about yourself. Including backlinks in guest posts is much more common than with online media outlets and trade websites.
6. Informative content on your website
Hosting your own content is a great way to attract people to your organisation. Since you hold all the cards, you can create whatever content you want for whichever audiences you want. Another bonus of creating informative content on your website is that Search Engines “see” you as an authority – as long as your content is on point.
7. Newsletters
If you want to keep your audience up to date and informed, a newsletter is a fabulous outlet. Since people self-subscribe to your newsletter (you should never randomly add people), you know they are already interested in what you have to offer. Like social media, newsletters help you build a better relationship with your audience. Unlike social media, your communication is less likely to be drowned out by the multitude of other posts that quickly fill up people’s feeds.