2020 was a very strange year and everyone had to adapt in some way. For example, all face-to-face events were cancelled, modified or moved online.
We believe that change creates opportunity. The move online has created space for all of us to reach beyond our traditional networks and into other cities, countries and industries. We now have new opportunities to collaborate more widely and share our knowledge with new networks.
Here are three tips to help you expand your reach during COVID times.
Tip 1: Understand Your Target Audience
Consider who the audience is for your knowledge area. Who are the people and organisations who benefit most from your expertise? Are there other beneficiaries that you hadn’t thought of?
Although your knowledge area can benefit many different audiences, it is always best to create content for one specific segment of your audience. This narrower focus will help your content cut through the noise and reach your target audience. Therefore, think about the segments of your audience you create content for.
This niche focus does not mean that your content won’t be seen by a wider audience: it simply helps your content get noticed by the right people.
Note that you may have more than one target audience. In this case, consider publishing alternate versions of your content: one version for each target audience.
Tip 2: Find Out Where They Are
Pre-Covid, you were likely very familiar with where your target audience was, and therefore where to publish and share your content so they would see it. Now that we are in this increasingly digital and connected world, where else could they be?
Think beyond your geographical location and industry. What other industries, cities and countries might your target audience be? Do some research to find out who else in the world could benefit from your expertise.
Where do these people spend their time? Are there creative ways you can connect with them, or are there other places where you can share your content in the hope that they will see it?
Social networking sites like LinkedIn are an obvious choice, but broaden your thinking further. Perhaps your target audience would be a member of a particular organisation that meets virtually, regularly? This might be a place where you can meet and get to know them.
The increase in online events has allowed us more opportunities to meet with new people: expanding our networks and therefore our opportunities to share our knowledge.
Tip 3: Expand Your Network
In the spirit of expanding networks, we have teamed up with Research Impact Academy to host free virtual networking events where you can meet other people working in research impact. This is an opportunity to connect with people outside your industry and location, and it’s an opportunity to discuss your experiences and share ideas for generating greater impact.
Our events are held monthly. To find out more and register, follow this link.
