All You Need to Know About Content Amplification.
What is Content Amplification? How do you use content amplification to improve the reach of your content?
Content marketers are faced with the conundrum of having to produce measurable results after time-consuming content marketing initiatives. The traditional content marketing initiative, without content amplification has a short life span—content created gets a bit of traction for the first few weeks and then everything dies off. The idea of content amplification is to improve the reach of your content to increase the possible ROI for content marketing projects.
What is Content Amplification?
Before diving into the elements of content amplification, it’s essential to first explain what content amplification is, and what it isn’t. Content amplification is the idea of expanding the reach of content campaigns with the aim of increasing conversions through the use of various tools, tactics and methods. It is essential to note that, although content amplification has similar elements to traditional promotion methods, when used effectively, content amplification usually allows the user to reach a much more broader audience in a cost effective manner.
What Does Content Amplification Look Like?
With content amplification you are able to drive your content beyond your existing social circles or follower base all the way to other target audiences that you may want to engage conversations with.
What are some of the Tips for Amplifying Your Content?
Start With Powerful Titles
With content amplification, it’s essential to draw your target audience in by peaking the users curiosity. In order to effectively do this, creating content with strong headlines is absolutely critical. Your headline is the first thing people will see, and in most cases, it’s what will make them decide if they should click to read your content or not. Here some examples of titles that can help with captivating your target audience:
- 10 Things You Need to Know About [xyz]: The use of ‘need to know’ creates a sense of urgency for the viewer.
- 5 Must Have Tools for [doing something that relates to them]: Just like the use of need to know, using of ‘must have’ gives your reader a reason to click because they want to be in the know.
- New Study Reveals [something that is interesting to your audience]: The idea of something new draws people in because they want to be able to say they up to date with the latest trends or news.
- Exclusive Tips from [an Industry Expert]: Exclusivity makes people feel special; they want to think they have a leg up compared to their peers. Users often engage with content and titles that show this promise.
Use Influencers to Help You Reach People Outside of Your Social Circle
Influencers are industry leaders with followers who look up to them for advice and thought leadership. Partnering with an industry thought leader to either create new content and/or promote your content, instantly allows you to reach the influencer’s followers who might be your target audience but are not yet connected to you already.
Don’t Underestimate The Power of Your Customers
Most businesses are often looking spend on marketing to acquire their next customer. However, if you have happy customers with whom you have built strong relationships, your customers can serve as a great marketing avenue. Just like social influencers, your customers might have an influence in their industry. For instance, a competitor that learns that your customer uses your business might be more likely to choose your business. Your content amplification strategy could include using brand enthusiasts to increase the reach of your content.
Social Share to Stretch The Shelf Life of Your Content
In my post on How to Stretch The Shelf Life of Your Content, I talked about how to use social media shares to improve the amount of traction your content gets. Many a time content marketers go through a cycle of: publish–>promote–>forget. The idea of stretching your content shelf life allows you to get more traction from each content piece created. Share your content multiple times over the course of 3-6 months, if it doesn’t have time sensitive information. Do this using different variations of your titles, quotes, stats etc. Click here for more examples on this. To even further the reach of your content, you can create blog posts that serve as a compendium of different blog posts that people may have missed. For example, you can have a 5 popular posts you may have missed this month at the end of each month, to get readers to visit older posts.
Use Content Amplification Tools
There are few content discovery tools out there that can help you expand the reach of your content. Examples of popular tools include, Outbrain and Taboola. Both platforms provide the opportunity to have your content featured on other well-visited websites and magazines to expand the reach of your content. Pricing is usually based on a pay per click (PPC) model, which allows you to set your budgets. The great thing about content discovery platforms is the native advertising look. Most Content discovery platforms show suggested articles, which are not blocked by ad blockers. They are fed right into the content making people more likely to click.
What Are The Downsides to Content Amplification?
I don’t believe content amplification has any downsides. Perhaps, you could get an influx of traffic to your website that you are not prepared for, and that could cause a server crush and/or slow website performance. Either way, it’s still a good problem to have. If you know of any downsides to content amplification I will love to hear about them.
Content amplification allows content initiatives to expand its reach beyond your small promotion circle, allowing content marketers the ability to get a better return for the time and effort invested in creating a continuous pool of relevant, share-worthy content.