Insight

James Ashe 30.04.24 3min Read

Repurposing content with the sphere of influence

The Las Vegas sphere, representing the sphere of influence in a blog by Mighty, a brand communications agency

In today’s digital age, there’s no reason why a piece of content needs to sit alone. Limiting it to just one audience might get you some interest, but you can reach far more people by thinking about the different kinds of channels you can share the story on.

To be clear, this ain’t about just sharing a link here and there – we’re talking about adapting that content to best suit the channel or audience. We call this the sphere of influence. Essentially, the wider you can spread the story in the right places, the more impact you’ll have, and the more ROI you’ll get on one piece of content.

Step one: think of a great idea

First of all, you need to have an article, idea or story that people will connect with. That could be a groundbreaking initiative within your business, a special offer or a vital piece of information that needs to be shouted about. Once you’ve crystallised your idea and broken it down into its core parts, it’s time to figure out how you’ll share it.

Step two: work out your channels

The story you have in mind will inevitably dictate the channels that you share it on. So, for example, if you have developed a new service that’s going to save your customers a ton of time and money, you’ll probably want to share it in the following ways:

  • PR story
  • Website update
  • Organic social media updates
  • Paid social media campaign
  • Display advertising campaign
  • Long-form video content on YouTube
  • Shorter video snippets for social media
  • Print advert in local business magazine, if it’s relevant to the area
  • Print advert in a newspaper like The Sun if you’ve got the sort of budget we can only dream of

Step three: develop unique content for each channel

Once you’ve chosen the right channels for your campaign, you’ll need to ensure each piece of content is unique. You’ll need graphics, possibly a bit of video, maybe some photography, and definitely some great copy.

You’ll need to consider different approaches for different audiences – for example, you might create a paid social campaign that targets both plumbers and electricians, so you’d want to change the language and reference points accordingly to make it more relatable to each audience. And no, that’s not just doing find and replace to change ‘pipes’ to ‘cables’. One size does not fit all.

Step four: evaluate and see what’s working

The best part about including digital elements in your campaign is that if it’s all set up right, you can get better data. So you can see how many clicks each piece has generated and what actions have been taken as a result. If you’re running a paid campaign, you can get up-to-date figures on a daily basis, so you can decide whether you need to adjust anything on the fly.

If you’ve got a great idea but aren’t sure how to market it, that’s what we’re here for. We love a challenge. Visit our services page to find out what we do and the work page to see who we’ve done it for – then fingers crossed, we can do it for you, too.