Taral Patel is PR Executive at PRmention, a digital PR agency for startups.
Just the way organic food is good for our health, organic traffic is the best for your brand. But how can you build an organic audience?
Your organic audience includes the people you reach out to through unpaid distribution. For them, it’s not just about buying your product or services. They associate with your brand by reading your content because they feel your products or services can bring a positive change to their lives. One good way to win a loyal and organic customer is by offering maximum value to your target audience.
And when it comes to providing the maximum value to your target audience, few things beat public relations. It not only helps you build brand awareness, but is crucial for building stronger customer relationships.
But before discussing that, let’s further define “organic audience.”
What is an organic audience?
An organic audience refers to those who are driven towards your website or blog through unpaid distributions. For example, the people coming to your website through search engine result pages (SERPs) or Facebook posts would be considered organic traffic.
The main advantage of having a larger organic audience is that they come to your site looking for something they really want; and when you provide that, they are more likely to come back again and again.
As the audience grows to trust your brand, the chances members of it will convert grow. Consistently providing valuable content will help make them more loyal and more likely to stand by your brand even during difficult times. For example, if a certain segment of people bashes your brand, your organic audience is more likely to become your brand advocates, vouching for your products and services and mitigating damage to your brand.
The question now arises: How can you attract organic traffic?
The answer lies in distributing high-quality content across the channels your targeted audience uses. This is where communication comes handy. In general, communication teams collaborate with influencers, including journalists and bloggers, who can increase the value of their content by amplifying reach. As well-known and respected voices in your niche, these influencers add both quality and authority to your brand.
That’s only the tip of the iceberg, though. Let’s see how public relations can attract organic traffic to your website.
How does communication help build an organic audience?
The first step towards building a strong and loyal organic audience is to create and distribute high quality and informative content across the platforms where your target audiences already are.
Aim to create content that is relevant to your industry, will provide value to your audience and increase their awareness of future trends and your brand. But don’t get too promotional.
Dove did a great job reaching their target audience through innovative and creative videos. Their campaign was highly successful, although the content hardly mentioned Dove in the videos. Instead, Dove focused completely on their target audience and a topic that mattered to them.
Create a strong content marketing plan
Just creating content, whether textual or visual, is not enough if it does not resonate with your audience. If readers don’t find your content important, it will be of no use, no matter how informative it is.
Before creating content, you should work to understand your audience, specifically the demographics, challenges or needs that you can address through communication.
You should also consider what types of content your audience consumes. For instance, young audiences often are more interested in visual content, while older ones may prefer written content.
Building a strong content marketing plan will help you stick to a content creation schedule that addresses your audience’s needs and challenges with high quality, relevant content. This continuous flow of insightful content will ensure your Web properties attract a steady organic audience, too.
Identify the Right Kind of Content for Your Target Audience
Content marketing involves much more than just writing blogs. If you want to win your audience with content marketing, you need to know how to leverage the various types of content to attract your targeted audience and build an organic audience.
Here is how you can leverage the various content types:
Text: Create articles and blog posts that the readers will find useful and relevant. Avoid being too promotional and focus on offering value to readers.
Images and Videos: Visual content quickly attracts attention and converts visitors into potential leads. Photos and videos posted on Facebook earn 100 percent to 180 percent more engagement than average posts, according to Facebook. Sixty-seven percent of consumers say the quality of images on eCommerce websites influences their buying decisions.
Infographics: Although it is a form of visual content, infographics are information rich. Complex information is depicted in an easy and understandable manner. Infographics work great for blogs, Facebook and Pinterest.
Audio: Podcasts are the best form of audio content. Podcasts are very popular, since they are easy to create and people can listen to them while commuting, exercising or doing household chores.
There are several platforms where you can share the above type of content, but you must know which platform to leverage for specific kinds of content.
Website: Websites can have a good blend of all types of content. This means your website should have highly informative textual content supported by appropriate images, videos, charts, etc.
Blog Post: A blog post is a long form of content, so include as much information as you can. You can add supporting images and videos as well.
Social Media: Social media plays a huge role in today’s PR campaigns and when it comes to sites like Facebook and Twitter, visual content works best. So use images, videos, infographics, giphographics, etc. to make your content appealing.
eBooks: eBooks offer content in a very long format which is often packed in a PDF. Releasing an HTML version of your eBook will allow you to embed videos, audio and other types of content.
Emails: Chances are you are already doing email marketing. Send your subscribers notifications on a regular basis so that they don’t miss out on the great content you have created.
PR campaigns that are in line with content marketing can help you improve brand awareness, increase your online presence and gain a huge organic fan base. There are plenty of content options to leverage, but make sure your content marketing efforts really work. For this you must know what type of content you need to offer.