When U2 performs a concert in a packed stadium, they know their reach is the 70,000 eagerly expectant fans waiting for them to perform.
Before he sings the first lyric, Bono knows that he needs to create an emotional connection with each person in that stadium.
Because if the experience doesn’t affect and change any one of those eager fans, then those fans might as well have stayed at home and listened to their music on their iPod.
It’s the same way in the digital marketing world.
Reach isn’t the end goal. It’s a milestone on the way to delivering value to your audience that will impact them and their lives in a positive way.
A lot of content gets…