Reach. The buzzword that’s been doing the rounds for the past few years, now. But what does it actually mean, why’s it important to track reach and how can you measure your story’s?
A Google search of “audience reach” returns this:
“Audience reach is a term used in advertising to determine statistically what people are using to find their information. When referring to search engines, it is the percentage of the total internet population that utilizes a particular search engine.”
Just last year, we helped Hövding’s story, Give A Beep, reach 100 million people. By combining compelling storytelling, innovative digital technology, and executing a PR strategy that involved London’s cycling enthusiasts and the Mayor’s office, we were able to reach 100 million people through earned media.
And a key component in all of this was the use of our very own digital PR and communications tool: Mynewsdesk. Our digital communications and PR platform enabled Hövding to do all their PR work in one tool. Here we take a look at the data we took into consideration when measuring the reach of the campaign.
With any piece of content you publish on Mynewsdesk, you can soon see how it’s performing concerning views. Within the Analyse feature of the platform, you can filter your data by:
- Specific date ranges
- Device (i.e. desktop, mobile, tablet, etc.)
- Source of views (organic, social, subscribers, email)
Total views is a good indicator of your content’s reach, but there’s much more to it than just that...
Another way to measure the reach of your content is to see how many shares it’s had across social media.
By clicking on the content, you can quickly see how many times it’s been shared on Twitter, Facebook, LinkedIn and more. Furthermore, you can see how many people have clicked through to your content from the social channels. It not only shows your reach but it also gives you a greater understanding of which channels your readers are most active on.
Where areaudiences finding your content? Was it a social post? On Google? Or from an email? Knowing your content’s traffic sources (i.e., where people came from to reach your site/article) not only shows where your content’s visible but it also presents you with an opportunity to improve your presence on those that aren’t performing so well.
Getting tons of traffic to your site or a specific piece of content is awesome - and shows you had great reach - but how will you know if it was relevant and of interest to those people?
Generally speaking, the higher the dwell time and pages per visit stats, the better. Why? Because it would imply that not only has your audience reached your content but they’ve also read it and been keen to hear more from you.
If you’d like to find out how you could increase your reach and make it more meaningful, get in touch! We’d love to take a look at the work you’re already doing and share our top tips on how to take your efforts to the next level.