Growing an audience is beneficial to identifying potential clients and easing them along the marketing funnel. It’s a relationship that develops over time, a relationship rooted in trust and information. When you produce a piece of content and release it for the world to see, you want to make sure that it reaches your target audience and they engage with your message.

Consistency and Promotion

In a recent survey of 100 inbound marketers conducted by Writtent, 93% of the respondents claim to create fresh content weekly. Audiences are growing accustomed to knowing when and where to find articles, images and videos and that consistency is what keeps them coming back, the expectation that when they visit your site they will have something fresh and informative to consume.

This back and forth of is a part of the process of relationship building with your readers and viewers. The survey, focusing on blog content, gives insight into all content intended to engage an audience and convert a potential customer. There needs to be a consistency of output, whether on your social media platforms, your thought leadership portal, or your news releases making branded announcements. If you want audiences coming back, you need to provide them with what they want and let them know when it will be available.    

Achieving your content output goals starts with an understanding all the platforms and options currently available for reaching a news consumer. Once you have conducted an audit of your platforms, increase content output and promote your messaging by connecting your different tools for communication. Identify what your brand is accomplishing that week and issue a news release with a statement and multimedia, that news release should inspire a blog post, which should be shared via social, and remember to follow up on all platforms. By following up on previously released content, you fill in the ongoing details of news your audience is already aware of and consuming. Also utilize social sharing tools, such as those available with every Business Wire issued news release. Include a tweetable message, links to all of your social platforms, and a live twitter feed.

The key takeaway is that audiences are expecting content so by regularly providing readers and viewers with branded messaging you’re inviting them to keep coming back. This process creates trust and will aid in converting potential customers and clients. 

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