Are you awake at the wee morning hours, waiting for a glimpse of the engagement and traffic your content has generated? Or are you frustrated with the minuscule engagement your blog has garnered? Are your CMO and CEO unhappy with the ROI and the stagnant sales funnel?
Stop fretting. Even if your content is excellent, with all the right winning ingredients, the chances are that it isn’t amplified and marketed enough to reach a broader set of the intended audience. The difference between great and mediocre engagement is not a quality gap, but the marketing gap!
So how can you expand your content reach? How can you make sure that the right people find and read it?
There is just one thing you must do.
What is Content Amplification?
Content amplification is the science and art of reaching an extensive viewership and driving the engagement you desire. Successful content marketers use amplification techniques that take a multichannel approach with paid, owned, and earned media to promote and distribute content. Businesses increase audience interaction, build brand awareness, and enhance ROI by promoting their content on various online channels and networks.
For example, let’s imagine that you are publishing an e-book on your website. How will the e-book generate traction, engagement, and the leads you expect? How can you increase session time and lower the bounce rate?
The only practical solution is Content Amplification.
You must amplify the e-book by sharing and promoting it on social media, incorporating the e-book highlights into your email newsletter, going for paid ads, building backlinks, partnering with influencers, leveraging reviews from guest writers, and repurposing content in different forms. These tactics will help the readers find your e-book , increase traffic and engagement rates, generate leads, and establish ROI.
Goals and KPIs for content amplification
Before diving into the amplification efforts, brands need to clearly define attainable goals and Key Performance Indicators(KPIs). Here is the list of sample goals you can set for your business.
- Paid traffic improvement
- Audience education
- Quality lead generation
- Increased social sharing
- Increased brand following
- Conversation starting
- Brand personalization
The following are the Key Performance Indicators(KPIs) that track the effectiveness of amplification strategies businesses follow.
- Brand mentions
- Click-through rate
- Unique email open rate
- Unique sessions
- Direct web traffic
- Return visitors
- Domain and page authority
- Email forwards
Why is Content Amplification so necessary?
There are over 6 million pieces of content written every day, waiting to reach out and create an impact on over 4.7 billion netizens. Its indeed quite a challenge for you to reach the right audience and stand out in the crowd. This is where content amplification plays a significant role.
Content can go only as far as where amplification takes it. Though marketers burn the midnight lamp to keep churning out every single day, they do not see the expected returns: only wasted effort, time, and money. Fierce competition has lowered visibility, and marketers are struggling to cut through the noise to be seen and heard.
Amplified content plays a crucial role in optimizing SEO, increasing brand reach and mentions, and moving potential customers up the sales funnel. Any effective marketing strategy should have a meaningful amplification strategy attached to it.
Types of Content Amplification
Paid media amplification –Harnesses amplificationthroughadvertising businesses directly pay for, such as:
- Facebook ads
- Promoted tweets
- Sponsored LinkedIn ads
- Boosted Facebook posts
- Instagram ads
- PPC through AdWords
- Paid influencer marketing (not to be confused with free influencer marketing)
Owned media – Amplifiescontent to the target audience, using media properties that are directly under the brand’s control, such as the company’s official blog website, corporate website, and social channels by:
- Consistent publishing and sharing of the official blogs
- Email marketing
- Guest-posting and syndication
Earned media – Leveragesbrandstories and news events which global media publishes and shares, that is out of the brand’s control, such as :
- Press coverage from industry events
- User-generated stories
- Free influencer marketing
A robust amplification strategy should use a combination of earned, owned, and paid media to promote the content. Kickstarting with owned and paid media would be ideal, as the business will have more control and oversight over these channels.
Omnichannel strategy for content promotion
Customers today are no longer confined to a single channel. They are dispersed across convenient channels and consume from platforms that offer seamless and enhanced customer experiences. To reach customers on a personal level, one needs to take an omnichannel approach to content promotion. The omnichannel strategy should break down channel silos, place content in the right channels at the right time, and deliver consistent and personalized experience across all marketing channels.
A clear understanding of the customer journey is required to devise an omnichannel strategy. The delivery and promotion should smoothly glide the customer through the marketing funnel, from the brand awareness stage to product/ service consideration, purchasing decision, and evaluation.
Here are some of the benefits of adopting an omnichannel approach to digital marketing.
- Adds value that expedites purchase decisions
- Reinforces and strengthens brand recall
- Compels customers to engage with content
- Increases delivery channels – from one to many
- Enhances customer experience
Role of social media in driving more traffic
Could there be a better medium to fuel content? In today’s digital age, social media serves as a critical discovery platform. According to Sprout Social Index report, over 84% of consumers say that they will buy from a brand they follow on social over a competitor. And over 56% of marketers use social data to understand their audience demographics, behavior, interests, and goals.
Connections, community, and experience are pillars that help build social media following for your business. Using the right social media reach amplification strategy is essential for driving web traffic. When implemented correctly, social media amplification will help you generate high-quality traffic and meet revenue goals without exorbitant costs.
How to amplify social media content
By amplifying your content on social media, you can capture audience attention, inspire engagement, and re-engage with the brand, and build a loyal community. Marketing teams must leverage both organic and paid tools to boost content and generate traffic and leads. Here are some practical, effective ways to amplifying your content on social media.
- Publish educational information like a blog post to inspire and solve problems
- Partner with the one niche influencer to significantly increase sharing opportunities
- Prioritize mobile users when designing social ads, as they contribute the most to advertising revenue
- Expand and diversify to Pinterest, Instagram, Tik Tok, Reddit, Snap chat, for higher engagement and ad reach
- Deploy AI-powered tools to identify and use trending, niche hashtags for maximum exposure and reach
- Sign up for specific social media traffic campaigns such as on Facebook ads or Instagram posts, to display ads and amplify your content posts to a more particular set of audience
- Get creative and use videos, live streaming broadcast, and media-rich content to capture and sustain reader interest
- Make employees and coworkers your best advocates to promote content in the world of digital marketing
15 Content amplification techniques to enhance your content marketing
In today’s competitive landscape, social amplification and sharing alone will not provide the thrust you need to amplify content distribution effectively. Greater amplification techniques are required to build authority, drive traffic, and reach a more extensive set of audiences. To begin with, marketers should use paid and owned media amplification to target personas, promote content, and increase conversion rates. According to the Content Marketing Institute research, over 84% of B2B content marketers use paid distribution channels to amplify their 2020 content marketing campaigns.
Marketers must think and deploy amplification tactics right from the content plan phase. This strategy will enable them to create fantastic content in line with the amplification strategy. Here are 15 amplification techniques that will help promote your content marketing campaigns and initiatives, even if it’s to promote a simple blog post.
Earn Authoritative Backlinks by Giving Links
Quality authoritative backlinks are a powerful way to drive blog traffic and boost your Google ranking. A novel approach to SEO, link giving enables you to receive excellent backlinks links from authority websites such as the Forbes, Entrepreneur, The Huffington Post, Business Insider, etc. by creating high-quality content that provides enormous value to their audience.
Use Native Advertising
Taking the form of sponsored posts, advertorials, promoted posts, and branded content, native advertising refers to paid content that does not even interrupt one user experience. With a 40 times higher click-through rate, native ads are 18% more likely to enable product or service purchases than banner ads.
Embed Smart Social Buttons
Embedding social buttons on your webpage is a great way to prompt the audiences to like, share, and follow your content. Though a vanity metric, high numbers of likes, shares, comments, and followers adds credibility to content in owned media.
Engage with Niche Communities
Providing value to relevant niche communities is an excellent way to amplify to the right target audience. If you are targeting small business owners or animal lovers, finding the right social media group is the best way to promote.
Appending shout-outs in the form of ‘@name’ on social media platforms is a great way to amplify your content like blog posts. These shout-outs catch the attention of the intended audiences almost instantly.
Pay for Social Amplification
The easiest way to promote on multiple channels is through paid social amplification such as Twitter ads, Google + post ads, Facebook ads, etc. All social media channels today have paid social amplification options based on purpose.
Everybody loves a good story. And stories sell.
Creating and delivering compelling, timeless stories is a fantastic way to amplify and persuade the audience to engage with your brand.
Build Email Outreach
An efficient white hat SEO technique, email outreach is a content amplification strategy that brands need to master. Right from finding the right keywords, to analyzing the competition, to enriching content and requesting email influencers to spread the word, email outreach enables businesses to generate contextual links, traffic, and revenue, for your content pieces like your latest blog post.
Syndicate your Content
Pushing your content on third party websites in the form of a full article, snippet, link, or thumbnail, content syndication is another great way of content amplification.
Collaborate with Influencers
Design influencer campaigns that build brand advocacy and generate quality backlinks. Though influencer mentions, shares, and tweets are important, the chances of them getting lost in the content deluge are quite high. Hence developing a link building relationship with influencers is crucial to amplify content in the long run.
Extract shareable content pieces
Break your long format content into shareable chunks that can be easily quoted, tweeted, or used as Instagram captions for relevant photographs. These content pieces will help easy amplification as the snippets, or content chunks will reach more number of people on a piecemeal basis than the whole article together.
Maintain a growing email list
Growing your email list helps to send your content right into the mailbox of larger audiences regularly. Brands can send out an email newsletter with relevant content highlights so that the recipients can enjoy exclusive access to informational marketing content, industry trends, and news coverage.
Turn your great content into a guide
Another way to amplify long-form content is to repurpose and redistribute it in the form of helpful ‘how-to’ articles and informational step-by-step guides. In addition to reaching a much broader, serious audience, this technique will also serve as a potential lead generational tool.
Reserve additional content only for sharers
Incentivising content engagement, such as sharing, liking, or commenting, is another smart amplification method. For example, you can promise and deliver additional quality content such as worksheets or e-books or webinars for users who share a particular post. This reward system will generate higher engagement.
Integrate promotion messages and buttons
Every piece, be it advertisements, contests, video, or any other publications, must always contain blended promotional messages such as pop-ups, sliders, or headline bars with a catchy Call To Action (CTA ) buttons. These promotional messages will help build backlinks and amplify any type of content regardless of the digital marketing strategy you choose.
Content amplification tools
There are numerous content amplification tools available to push your content onto maximum screens as possible. The following content amplification tools will enable as many readers to find your content and engage with it on a real-time basis.
One of the best tools for content amplification, Social Animal, is a holy grail for content marketers. It is a perfect alternative to Buzzsumo, offering cost-efficient, great content amplifying features listed below.
- Proactively finds the most relevant influencer and article authors using Natural Language Processing (NLP) based techniques
- Use it to promote content like blog posts to those who are most likely to share and engage
- Provides insights on keyword and domain performance
- Helps you build your audience by curating the best content
- Assists in content creation and content strategy
- Makes you grow your social media following
- Analyzes content, sentiment and competitor behaviour
You will see your Google analytics soar once you adopt Social Animal for your content marketing initiatives.
A fantastic tool to get your brand to the right audience, Zest.is, will make you a pro in content marketing. Zest helps content amplification as it promotes your content among its vast community of marketers from various industries and verticals. However, Zest has a few limitations. It has no dashboard, RSS feed and cannot share content with other platforms such as Hootsuite, Buffer, etc. These issues hinder the efficient usage of this tool.
Though completely underrated, Quora can be an incredible tool for content amplification. It helps in driving traffic, establishing authority as a subject matter expert, and content research. By answering questions and being helpful, businesses can boost their authority and social influence. You can also promote and drive traffic to blog portals and websites by blending them into your conversation.
Buffer’s scheduling functionality is trusted by social media managers to optimally time and schedule their content posts. Another key content amplification feature of Buffer is the ‘rebuffering feature’, which enables content marketers to reuse and repurpose time tested pieces for sound engagement and traffic.
Delivering the right content to the right audience at the right time with the right amplification tools is of paramount importance to content marketers. Remember that the greater the audience your content reaches, the greater will be your chance to engage and convert them into customers.
So, do you know any tips or tricks that will enhance content amplification? Share it with us in the comments below.
We’d love to know!