Ways to communicate with the reader
Improving communication with readers can be a double-edged sword; it has the potential to create both friction and immense value. The approach you choose should depend on factors such as the type of content you publish, your audience’s demographics, and their preferences. One crucial element is setting clear expectations about what readers will receive so that nothing comes as an unwelcome surprise.
While traditional forms of communication—such as daily, weekly, or monthly newsletters—are still effective, there’s another form that is often underutilised: notifications.
Leveraging notifications for better communication
Notifications, especially browser-based ones, can sometimes feel intrusive to users, and overuse can backfire. However, they can be powerful when used sparingly for specific occasions, such as event reminders or live streams.
The less obvious, yet highly effective, form of notification comes through third-party platforms. These platforms allow you to communicate with your audience in a way that feels more natural and less invasive.
Practical example: Notifications via third-party platforms
Let’s consider a practical example using Spotify. If your digital magazine hosts a podcast or radio show, every time you upload a new episode, Spotify automatically notifies your subscribers within the app. This not only informs them of the new content but also increases your programme’s visibility by listing it among the most recent updates.
The beauty of this system is that your readers are being notified without you sending any direct communications, making it feel less intrusive while still keeping your audience engaged.
Timing and frequency of communication
There’s ongoing debate about the best time to communicate with readers. Some argue that early morning messages drive the most engagement, but evidence suggests otherwise. If that were the case, news broadcasts on radio and TV would only occur in the morning, rather than at lunch or dinner times. The reality is that timing depends on your specific audience, and it’s best to test different approaches and gather feedback.
Returning to the Spotify example, producing a single podcast episode per day might not generate significant visibility. However, you can break down the episode into multiple snippets and upload these shorter segments. Consider creating:
- The full episode
- A summary of the episode
- A segment featuring the answer to a specific question
- The best moments from the episode
By doing this, you increase the likelihood of appearing more frequently in your subscribers’ app, ensuring greater visibility.
Maximising reach through social media notifications
A similar approach can be applied to social media platforms like Instagram, Facebook, and TikTok. Every time you upload a video or story, notifications are triggered, alerting your followers to new content. By creating smaller, related pieces of content tied to your main content (e.g., teasers, highlights, or behind-the-scenes clips), you gain more visibility in users' timelines.
Not only does this strategy keep your content top-of-mind for your audience, but it also generates additional advertising impressions and monetisable plays, further boosting your revenue.
Final thoughts
Improving communication with your readers is about finding the right balance between engagement and respect for their preferences. By diversifying your communication methods—using both direct and platform-driven notifications—you can keep your audience informed and engaged without overwhelming them. Experiment with content formats, timing, and frequency to discover what resonates best with your readers, and adapt accordingly.
Image credits: Freepik
