How to Build a Discoverability Roadmap

Over the past few weeks, we have explored discoverability as both a journey and destination. We’ve looked at the importance of clearly defining the target audience(s) for your content, and the tools available for locating those audiences online.

Now it’s time for the next leg of the journey -– creating a roadmap for engaging target audiences around your content.

Most of us choose where we want to go before planning a trip. The same applies to your audience engagement plan. Every successful discoverability strategy starts at the end.

It’s important to get clear on what you are setting out to achieve. Are you trying to drive eyeballs to a network broadcast? To sell downloads on iTunes? To fill a theatre for your festival premiere?

Based on these big picture objectives and the insights gathered about your audience, think about the channels best suited for the plan. For each channel, establish:

  1. The rationale. Why does it make sense for the channel to be part of the plan? e.g. include Pinterest if your research shows your target audiences are active pinners.
  2. An approach to content, or an editorial guide. Keep in mind that the abiding goal should be to bring value to audiences. Try to avoid pushing out press releases and other self-serving content.
  3. Your objectives. What are your goals for each channel? Is Facebook where you will engage in two-way conversations with audiences? Are you using a search advertising campaign to drive traffic to a website? A newsletter to provide additional info for your documentary? Periscope videos to build out your story world and the profile of your cast?
  4. Success metrics. Consider how you will measure success. Likes and follows are often the default, but typically engagement matters more, e.g. the number of shares, retweets, ad click-throughs, etc.

Your strategy needs to match your available resources, too. Try not to bite off more than you can chew.

I wish you every success as you embark on your audience building journey. If you have any questions, feel free to drop me a line at

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Bonus: Editorial Guidelines

Here are some Golden Rules to remember when posting on social media:

  1. Be transparent – be honest
  2. Be human – talk like a person, not like a corporation; use a conversational tone. (However, use proper grammar and punctuation as much as possible).
  3. Add value – comment only if you have something valuable to add to the conversation; be relevant to the conversation.
  4. Leave more than you take
  5. Don’t just self-promote – don’t just talk about your project; talk about the community and other relevant topics in the conversation.
  6. Don’t publish the same message on multiple social media profiles. For example, don’t automatically publish tweets as Facebook posts.
  7. Include a relevant image to the post whenever possible to make it more attractive.
  8. Include relevant calls-to-action.
  9. Encourage interactions by asking questions.
  10. Use 1 – 3 popular hashtags on each Twitter post. The chosen hashtags should be relevant to the post’s content and is often used by other users. However, adding too many hashtags per post may make the post look spammy. On Instagram, you can experiment with using up to 30 hashtags, which has been shown to correlate with a higher number of post likes.
  11. Respond to users in a timely manner. That’s typically within 24 hours.