Today almost everyone is talking about “Content Marketing”. Yes, it’s about creating high-quality content. But it doesn’t end there; the key to succeeding with it is by strategizing how to get it in front of the most potential audience. This is where content amplification comes in.
According to Hubspot’s State of Inbound 2016 report, content amplification is company’s third top priority after content creation and growing SEO/organic presence. (Source)
What Is Content Amplification?
Content amplification is the method of adding your content reach at a considerably wider audience. Amplifying content to the right people is very tricky. You just can’t hope for people to find you organically— unless you have really great tools to share. But in maximum cases, it doesn’t work out that way. Ok, if you still are not convinced, consider the below points:
- Your content is not the best.
- Your business is not the one and only player in the industry.
- Your audiences are already bombarded with loads of information.
- Sharing content is totally different from Content Amplification
- You need to build your brand, not just your business.
How To Get Content Amplification Right?
Generally, when people talk about content amplification, they always mention owned, paid, and earned media. These are actually the highly actionable strategies, and if you get this right you can actually reach a whole new level of readership and conversion prospects.
Amplify With Paid Media
Paid media comprises of promotions, advertising, and sponsorships. Using this media permits for high levels of targeting and also allows in scaling campaigns. It also ensures quick results.
1.Paid Amplification on Social Media Platforms
- Boosted Post on Facebook – essentially a boosted post from your business Page which can appear higher up on your audience’s News Feeds for a fee. This fee usually varies on how many people you want the post to reach, usually, begins at $5.00 and goes up from there.
- Promoted Tweets – These are tweets which are written like normal, unpaid tweets, but you can purchase the ability to reach a wider group of users to spark engagement. These promoted tweets appear in the audience home feeds and in search results. Twitter offers a range of promotional options, like Engagement Tweets, Website Cards, and Lead Campaigns.
- Other popular paid media options on Social Media Platforms are on YouTube, Pinterest, StumbleUpon, and Reddit.
2.Other Paid Formats
- Native Advertising – this format is designed to look like content which has been written by a publisher for free. Depending on the scale and size of your campaigns, native advertising becomes more costly than social media advertising. But it gives the chance to put your content in front of a large and extremely targeted audience.
- Paid Content Discovery Services – Platforms like Outbrain, Taboola, or Adblade serve your content to audiences who they predict will be interested in it.
- Pay-per-click services – PPC is usually available through Google AdWords and Retargeting.
Google Adwords –Basically with PPC advertising on Google Adwords you select relevant keywords and pay a given amount as rewards.
Retargeting – This form of paid advertising serves ads based on your browsing activity and because viewers are already familiar with your brand, they’re more prone to respond to those ads.
Amplify With Earned Media
Earned Media is basically that stuff which every marketer has craved since the dawn of time. It isn’t paid for or controlled by a brand; instead, it is bestowed on brands by advocates or customers. Word-of-mouth style endorsements, social sharing, posts syndicated or curated by other brands and guest posts are all different forms of earned media. The real value of earned media lies in its ability to drive sales, also this media has a long lifespan and it comes for free! Here are few strategies to get amplification with earned media right-
- Social media – Getting comments\likes, share and being social on the social media is one proven strategy. Most of the marketers already do this on LinkedIn, Twitter, and Facebook channels.
- Search engines – Results on search engines are also earned media. Search engines award rankings based on the content quality and the links online assets earn.
- Blogging – One of the best ways to get a blogger’s attention is to offer something which holds value for them. The idea is to provide value to them and includes them in your owned content.
- Influencer marketing — Urging people with an audience to share your content or mention your brand also falls in the category of earned media. This tactic works best when you form relationships with influencers over time, and they also trust you and respect your content.
Amplify With Owned Media
Owned media include your Website, Blog, Social marketing channels and Email subscriber lists. This channel offers the highest control, as it’s you who controls how often content is posted and how long it stays there. This media is highly versatile and has a very long life span. Here are some strategies that work wonders:
- Email – one of the most powerful forms of owned media. To build this platform for your business, you should offer lead magnets like courses, checklists, or templates. This makes it easier to tap people to opt in to your email subscriber list.
- Social marketing channels – This media includes posts which land in the feeds of the audiences. But avoid a constant stream of sales pitches in your social posts. Here are few things to consider:
- Consider groups and communities
- Make use of hashtags and @messages
- Quote experts
- Optimize your blog for sharing
- Expand Your Digital Footprint – Once you foster on established platforms, expand your reach on free platforms like Slideshare, Scribd, and YouTube.
- Employee strategy – Train your employees to share your posts effectively on different social media channels.
This is how you can get content amplification right from the beginning. There are many strategies that you can apply to connect with relevant audiences. Share the best, Monitor competitors, Industry influencers, pulling in niche communities are few proven strategies which can power your content amplification plan.
Good content, powerful content marketing, and content amplification strategies are inevitable to push your website to the higher pages in the search engine. Make sure you don’t miss planning this important phase well in advance.