Your paper is a valuable resource. It helps to create community around a branded content hub with relevant news and updates for your audience. But how can you take it to the next level?
To start, have you given much thought to whom your audience is? In marketing, these are called Buyer Personas; in Human Resources, they’re referred to Stakeholders. But regardless of the terminology, the concept remains the same: These are the people your content matters to. They are the ones who read your paper, who visit your website, who care about you.
So how can you provide them with the best possible paper with each issue?
1. Log in regularly to your paper
One of the great things about Paper.li is the ability to keep an updated social media presence through sharing your paper to your Facebook, Twitter, and LinkedIn profiles. While these can be posted automatically with each issue, take it to the next level and customize your notifications.
Give your social media readers a preview of what is in your latest issue. You can make this as simple as a few words previewing your paper in a promotional Tweet or post on Facebook or LinkedIn. A Tweet message example could be something like this: “Three Generations of Piqué: The latest updates from Gerard PiqueHQ is out! http://news.gerardpique.com”).
2. Make sure your topic sections are relevant
In other words, know your audience. Does your paper revolve around a specific education arena, such as working adults? Be sure to tailor your sections to their expectations. While using the Education section would obviously be a good fit, don’t overlook Business and Health. However, the Sports section might not be as relevant (because of the undergraduate focus) and therefore excluded.
Tip! Now you can now customize the names of your sections. So rather than change “Education,” to “Working Adults” and “Business” to “Entrepreneurship.” Give it a try!
3. Curate from a Twitter list
Ask yourself this: Who does your audience turn to for information? Create a Twitter list and include these people and then make this list your top Source.
For example, does your paper revolve around a specific sports club, such as the Blue Jackets hockey team? Create a list from the best resources, including fan accounts, sports editors, and even the Twitter handle from the team itself. With each new edition, you’ll be curating from a highly targeted list from the sources your readers are probably already looking at.
This turns your paper into a one-stop shop content hub for them.
What pain points are you addressing for your audience? Whether they’re looking to be entertained, keeping up with the latest news, or reading the tips and tricks of your industry — use filters to pinpoint content you wish to always include or always exclude.
For example, a healthcare paper may wish to avoid any mention of the Affordable Care Act but instead focus on the benefits of a short term rehab facility. Using our keyword words to tune out what you don’t and provide your audience with the information they are searching for.
Tip! If you’re using Twitter as a source, use their advanced search tool and experiment with the filters. You’ll quickly get an overview of what your content will look like using different filters.
We want to hear from you too. What other ways do you make sure your paper is speaking to your audience. Leave us a tip in the comments.