How To Extend The Reach of Content With Social Data

Content only works within the context of your audience. There are as many best practice guidelines for social content as there are writers trying to create the most BuzzFeed worthy blogpost.

Online marketing, when done right, depends on using high quality data the right way. According to some research the ideal length of an article is 1,500 words, or around 1,000, depending on the number of images or graphics you use. The ideal length of a Tweet is 100 characters, apparently.

Here’s a 100 character Tweet from Buffer’s content crafter:
A-extend content reach img1

That Tweet might work as part of an infomercial about Barney the Dinosaur or an attack ad against Nancy Pelosi, but in the context of your content marketing, maybe 100 characters isn’t what you should be aiming for all of the time. And yet data supports both those pieces of advice.

Data is like crude oil. Readily available. Easy enough to extract. It has many uses. Social data, in the context of this blog, is about understanding how information extracted from your followers on social networks can inform the content creation process.

The Audience First Approach Creating content around prescribed formulas and other people’s data backed experiments would be like a factory in Indiana trying to build a microwave using the original Chinese manufacturing instructions.

Tweet: The most valuable data is your own. The only audience you need to understand is yours.

The most valuable data is your own. The only audience you need to understand is yours. Tweet it!

Get to know your influencers, your fans, your followers. Get to know them so you can produce content they want to read, want to share, want to engage with. That’s the only, the best use of the data oilfield you are currently sitting on.

Keywords & Context

  • Start with the keywords your audience uses. Only the keywords in relation to your brand, of course. Kim Kardashian might be popular with your audience too, but unless that serves a purpose then you can discard that piece of data.
  • Next, compare the keywords your audience uses with the keywords currently used in web copy, content, email and social media marketing. Are they aligned or is there significant differences?
  • Look for influencers. Most likely, there will be those within your network with a much higher number of followers and a high percentile Klout score to go with it, who have a reach far beyond the majority of your fans. These are your networks influencers. They represent opportunities you have overlooked, until now. Study their interests, who they engage with, who out of this group are most engaged with your brand.


Now look at how to bring these three factors together: keywords, copy and influencers.

Content which uses keywords your audience uses is more likely to get shared. Copy and marketing material which is aligned with these keywords, in the context of your audience will lead to higher conversions. Influencers are the catalyst behind amplified success.

The aim  behind all of the above should always be increased engagement and conversions through organic growth. While paying for ads makes sense for increasing reach, it shouldn’t be the default approach.  Here’s the approach Rock n Roll Bride takes, which we agree is the most sensible reason behind making the changes we recommend:

“So instead of trying to ‘game’ the system, build your audience organically and slowly. If you share a lot of high quality content, consistently and frequently, it will end up naturally reaching non-fans (i.e. friends of fans) who will, in turn, hopefully like your page too.” is a a social marketing platform that drives engagement with your digital campaigns by turning your existing audience into brand advocates.

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