It’s no longer a matter of who makes the best content but who markets it better. So, in the limitless playing field called the internet, where brands churn out countless top-level content, how do you spark interest in your brand?
Many marketers are turning to content amplification marketing for brand exposure; some successfully lead to conversion, while others don’t. With this, we look at amplification marketing and measures to take to guarantee results in this blog.
But first, what is content amplification, and is it really that important?
What Is Content Amplification?
Content amplification is the process of expanding the reach of your content. Using content amplification platforms and tools in your digital marketing strategy allows you to connect with a broader audience, essentially “amplifying” your content.
Content or digital amplification marketing is not a single technique but encompasses each digital marketing strategy for widening your reach post-content production, including search engine optimization (SEO). In content amplification, you employ different types of content to get more exposure, such as the following:
Owned media includes the content you control, such as your website, email newsletter and social media pages.
Paid media is sponsored content you paid for, like Google and social media ads.
Earned media includes any external content you don’t own, such as articles, vlogs or reviews.
Since you have more autonomy over them, starting with owned and paid media would be best.
The Importance of Content Amplification Marketing
Suppose you’ve dabbled with SEO friendly content creation for some time now. In that case, you’re probably aware that the content marketing environment can be vicious, realizing that nailing content quality is just not enough.
Similarly, without brand awareness, you won’t be on consumers’ top-of-mind when they have a need to fulfill, whether related to your offerings. Content amplification puts your brand under the spotlight despite the brutal competition online.
Digital amplification marketing ensures people find your content and discover your brand at the right time. Thus, with all the noise online, content amplification marketing is your means to reach, capture and convert your target audience, rendering the results you want after all your content production efforts.
How To Implement Digital Amplification Marketing (Content Amplification Strategies)
Again, content amplification is an umbrella term for the many unique strategies done after content creation, some of which you’re probably practicing already. For instance, if you share your blog posts on social media.
Here are some content amplification strategies to consider:
1. Content Creation
Before anything else, let’s dial back a bit and start with content production or creation. If you’re still missing the mark in content quality, then there’s no content worthy of amplifying in the first place. It would be futile to market any material that would not please your audience or isn’t SEO friendly content.
In your SEO content writing, you want to answer different types of intent users may have:
• Navigational intent: User is looking for a particular web page; typically mentions a brand name in the query.
• Informational intent: User is seeking a specific answer, usually including phrases like “how,” “what,” “who” and “when.”
• Commercial intent: User is considering options but is ready to buy; frequently uses words like “best,” “reviews” and “near me.”
• Transactional intent: User is prepared to purchase a good or service; primarily includes terms like “hire,” “download” and “buy.”
2. Email Marketing
Since your mailing list comprises highly relevant audiences or your existing customer base, email marketing props up your content in a manner that will likely convert. If you’re sharing a blog post, you want your call to action (CTA) to be something like “read more,” directing recipients to your website.
If you have been implementing email marketing for some time, you want to look into your data and find out what works and what doesn’t, ask yourself the following questions:
• What tone did I use in the subject line that got me the least clicks?
• What theme or design got me the most clicks?
• What type of blogs got me the least and most clicks?
3. Social Media Marketing
If you’re mainly aiming for brand awareness, social media platforms offer many native digital content amplification tools. From their simple posting features to engagement reports, they all contribute to amplifying your content.
Identify the content that brought in new followers across your network. Similarly, you want to determine the social media channels bringing the most traffic to your website. And in your digital marketing strategy, consider the following:
• Repurpose top-performing blogs into videos or infographics and distribute them to your social media channels.
• Maintain a consistent brand voice and presence across your channels; consistency translates to trustworthiness.
4. Influencer Marketing
Influencer marketing strategies are used by brands to advertise goods. This includes receiving endorsements or recommendations from content creators and online influencers. Many influencers can be found on blogs and social media, while other creators, such as podcast hosts, could be considered too.
In the early days, influencer marketing mainly contributed to brand awareness initiatives, but it has become a stream for significant revenue and conversions today. In your content amplification strategies, consider the three Rs of influence:
• Relevance – Are they highly relevant in your industry?
• Reach – How many followers do they have?
• Resonance – Do they have an engaged audience?
5. Paid Advertising
The digital landscape can lean towards a pay-to-play setting for most brands, particularly those in crowded industries. Paid advertising is a surefire way to convey your content to your audience instantly.
Pay-per-click (PPC) advertising or paid search, for instance, involves bidding on keywords to achieve a position at the top of search engine results pages (SERPs). With this, you can promote the following:
• Blog posts
• Product pages
• Service pages
Content Amplification Platforms
Now that we’ve gone over how to amplify your content, starting with quality, then social media and sponsored methods like influencer marketing and ads.
Here are some content amplification platforms to explore:
If you’re still yet to have your own website to publish your content, consider Medium to start with and find new audiences. Medium is a fantastic option for content amplification since its users are highly dependent on “categories” or “topics” to discover pieces.
Home to online lurkers, Reddit is where you can post links, questions or any content, serving as one of the content amplification tools. So, for instance, if you’ve written a blog on your website, you can simply post the link to it on Reddit, or you pull a catchy snippet and end it with a “read more here,” directing users to your website.
3. Google Ads
Invest in search campaigns across Google’s extensive network of search results. With Google’s content amplification tools and features, you can target those actively searching online for your products, services or any content related to your offerings.
Above is an example query we performed on Google where different content from different brands appeared.
Bonus Tips for Amplifying Your Content
To further help you, here are some more practical ways to expand the reach of your content.
• Embed smart social share buttons on your web content. Social share buttons allow audiences to like and share your content to their network easily.
• Get other experts to weigh in on your blog. Add depth to your content by asking other experts; they would likely share your blog afterward.
• Tag relevant personalities on social media. Mentions in the form of ‘@name’ would capture the attention of not only the tagged but also its followers.
• Engage with niche online communities. Participate in online conversations surrounding your industry, adding value to your content.
• Invest in SEO content writing services. Guarantee expertise with every piece of content published; it’s always a smart move to call in the experts.
Take a commercial contracting firm, for instance. After enlisting Thrive’s professional SEO content writing services, the company saw a significant increase in its key performance metrics:
• 630.27% increase in organic search traffic
• 101.66% increase in website visitors
• 124.32% increase in online leads
• 11.24% increase in conversion rate
With keyword-rich, relevant content, our team optimized our client’s website and its content while securing prominent business listings for exposure. Now, if you want the same stellar results for your brand, we’d be glad to help.
Get in touch with Thrive — reach, capture and convert your audience!