Leveraging Tangential Content for Enhanced Brand Reach and Engagement

In the ever-evolving landscape of content marketing, brands are constantly seeking innovative strategies to capture the attention of their target audience. One such strategy that has gained traction is the use of tangential content. This article explores what tangential content is, its benefits to businesses, and how to develop tangential content ideas for better customer reach.

What Is Tangential Content?

Tangential content refers to content that is not directly related to a brand’s products or services but is still relevant to its audience's interests and lifestyles. This type of content strays from the core offerings of a company but connects with a broader audience by touching on their peripheral interests.

For example, a company that sells kitchenware might create content about healthy eating trends or eco-friendly living, which appeals to their audience's interests in nutrition and sustainability, even though it's not directly selling cookware.

Which Is Right For My Brand?

Determining whether tangential content is right for your brand depends on your marketing goals, audience, and industry. If your brand seeks to：

• Build broader brand awareness

• Establish thought leadership

• Create shareable content that has the potential to go viral

• Connect with a new audience segment

Then tangential content could be a valuable addition to your content strategy.

Benefits Of Tangential Content To Businesses

1. Broader Audience Appeal: Tangential content can reach people who may not be interested in your core offerings but can still relate to the broader themes your content touches upon.

2. Increased Shareability: Because it often touches on universal themes, tangential content is more likely to be shared across social media, increasing its virality potential.

3. Enhanced Brand Perception: By associating your brand with positive, widely appreciated topics, you can improve brand sentiment and recognition.

4. SEO Advantages: Diverse content can help you rank for a wider array of keywords and attract more traffic to your website.

5. Supports Link Building: High-quality, tangential content is link-worthy, encouraging backlinks from various sources, which can improve domain authority.

How To Develop Tangential Content Ideas For Better Customer Reach

1. Understand Your Audience: Dive deep into the interests, challenges, and lifestyles of your audience. Use social listening tools, surveys, and market research to gather insights.

2. Identify Peripheral Topics: Look for topics that are indirectly related to your brand. If you sell bicycles, consider content around urban commuting, outdoor adventures, or fitness routines.

3. Monitor Trends: Keep an eye on current events, trending hashtags, and popular culture to find topics that resonate with a wide audience.

4. Brainstorm with Diverse Teams: Include team members from various departments to brainstorm content ideas. This diversity can lead to more creative and less obvious content angles.

5. Use Content Frameworks: Apply frameworks like "how-to" guides, listicles, or myth-busting articles to structure your tangential content in an engaging way.

6. Test and Learn: Start with a few tangential content pieces, measure their performance, and learn what works best for your audience.

7. Collaborate with Influencers: Partner with influencers who can naturally integrate your tangential topics with their content, thereby reaching a broader audience.

8. Leverage User-Generated Content: Encourage your audience to create content around the peripheral topics you've identified. This not only increases engagement but also provides authentic material for your platforms.

Crafting a Tangential Content Strategy

To effectively implement tangential content, a brand must craft a strategy that is both deliberate and adaptable. Here are some steps to refine your approach:

1. Content Mapping: Align your tangential content with your brand’s values and mission. This ensures that even when the content strays from your core products, it still resonates with your brand’s voice.

2. Audience Segmentation: Tailor your tangential content to different segments of your audience. What appeals to one demographic may not resonate with another.

3. Content Calendar: Plan your tangential content in a content calendar. This helps in maintaining a balance between core product-related content and tangential content, ensuring one doesn’t overshadow the other.

4. Multichannel Approach: Distribute your tangential content across various channels. Each platform has its unique audience and content format, from long-form articles on your blog to quick snippets on Twitter.

Measuring the Impact of Tangential Content

The impact of tangential content can be more subtle than direct marketing efforts. To measure its effectiveness:

1. Engagement Metrics: Look at likes, shares, comments, and time spent on page to gauge how well the content is resonating with your audience.

2. Traffic Analysis: Use analytics tools to track the traffic generated by tangential content and see if there’s an increase in new visitors.

3. Brand Sentiment: Monitor changes in brand sentiment through social listening tools and customer feedback to understand the content's impact on brand perception.

4. Conversion Tracking: While tangential content is not always designed to convert, it can be a contributing factor. Track any upticks in conversions that correlate with the release of tangential content.

Challenges in Tangential Content Creation

While the benefits are clear, there are challenges in creating tangential content:

1. Staying Relevant: It’s crucial to stay relevant and avoid forcing connections between your brand and trending topics that don’t fit.

2. Maintaining Brand Identity: There’s a fine line between engaging in broader conversations and diluting your brand identity. Always keep the core message in focus.

3. Resource Allocation: Tangential content requires investment in creative resources. Ensure that this doesn’t detract from your primary marketing goals.

Future of Tangential Content in Marketing

As the digital landscape becomes increasingly competitive, tangential content will play a pivotal role in helping brands stand out. It’s not just about selling a product; it’s about building a community around shared values and interests. The future of tangential content is dynamic, with potential growth in areas like interactive media, virtual reality experiences, and even AI-generated content that can tap into the zeitgeist in real-time.

Conclusion

Tangential content is not just a tactic; it's a strategic approach to building lasting relationships with your audience. It requires a nuanced understanding of your audience's interests and a commitment to engaging with them on a level that transcends the transactional. When done right, tangential content can not only broaden your reach but also deepen the connection with your audience, fostering loyalty and driving long-term business success.