Content marketing is one of the most effective strategies for reaching a larger audience. However, it isn’t as simple as posting an article and watching the leads roll in. You need a strategy to maximize reach and that’s what you’ll be learning in today’s article.

1. Take an omnichannel approach

It’s not enough to be on a single channel. Traditionally, some businesses only blog, create videos or publish podcasts, for example. Nowadays, you need to be everywhere. This increases the number of users that will be exposed to your brand, content, and thought leadership. In fact, it’s been found that using three or more channels can increase engagement by 18.96%.

You can achieve this by beginning to expand onto other channels and create different forms of content. For example, perhaps you only publish articles on a company blog. In that case, it’d be effective to expand into producing videos for YouTube and infographics for platforms like Pinterest.

2. Leverage reach power and reach of influencers

Content marketing is 20% creation and 80% promotion. That’s why partnering with influencers is a powerful way to propel your brand awareness. You can promote your content to a large and relevant audience doing so. In fact, 49% of consumers depend on influencer recommendations to make purchases.

Consider reaching out to influencers in your industry through a network like Twitter. Begin by searching for niche related keywords like this:

Reach out to active accounts with a customized message like the following:

Hey {First name}, I really enjoyed your recent blog post on {Topic}. {Your company} just published an article that has many similarities which your audience would enjoy. We’d deeply appreciate it if you read it and shared the post if you believe it’d be a good resource for your readers. Here’s the link: {URL}.

Remember, personalization like this is key to influencer outreach. It shows sincerity and increases an influencer’s likeliness to respond.

3. Repurpose content into different formats

Marketing is all about efficiency. And, one of the most efficient things you can do to increase brand awareness with content is repurposing. This is the process of taking a piece of content and reformatting it into another. Most of the hard work is already done since you’re simply reformatting a completed piece of content. 

Look how Brian Dean from Backlinko did this with his blog content. Here’s the original article he published:

And, if you visit his YouTube channel, you’ll see a video covering the exact same topic.

4. Create brand ambassadors with user-generated content

While you can, and should, promote content yourself, why not let your customers help? You can turn them into brand ambassadors thanks to user-generated content. 

This is content customers create which helps start a viral effect. It also acts as social proof. As a matter of fact, 85% of consumers find user-generated content more influential than traditional product photos or videos.

Look how Buffer promoted followers to use a branded hashtag when posting their own content:

You can do the same by asking customers to post with a branded hashtag, wearing your product, etc. They get to receive exposure, build a relationship with your brand, and it’s free publicity for your company.

5. Establish a consistent publishing schedule

Content marketing can take a while to pay off. As a matter of fact, Content Marketing Institue estimates that it takes 15–17 months to yield an ROI. This is simply the nature of search engines, generating email subscribers, and building a following.

It’s also why publishing consistently is crucial. This maximizes the number of users that are exposed to your brand while building trust. Describe on a regular publishing schedule, whether it’s once per week, per day, or somewhere in-between.

6. Identify a unique brand tone

How would describe a brand? Normally marketers think of a logo, slogan, or individual product. While all of these do play into branding, tone and voice are other important branding elements that play into brand awareness. For example, if you stripped the logo from a piece of content, could readers tell it’s you?

Think of tone as how you convey individual messages. How you speak to a customer over will be slightly different than how a blog post is written, for example. Voice—on the other hand—is your company’s personality. 

Try summing up your brand in three words. An example would be positive, authoritative, and friendly. Reference those every time you publish content to create a unique tone of voice.

Overall, every modern business needs to perform content marketing. It’s one of the most effective ways to increase brand awareness and it begins with going omnichannel. Post on several platforms and publish different styles of content like video and audio.

Similarly, repurpose content. This helps you get the most bang-for-your-buck, turning one piece of content into many without needing to create an entirely new one.

Posting content on a regular basis is critical, too. This gives users time to tune in and helps establish thought-leadership. Using a unique tone of voice throughout all content aligns with this.

Lastly, don’t neglect influencers and user-generated content. Both of these can help expose your brand to a large audience for little to no investment while growing relationships.