According to a Content Marketing Institute survey, 57% of marketers struggle to create content that each of their audience segments would find helpful and appealing. We can all relate to that challenge, but nailing down the process for churning out helpful content won’t do any good if your target audiences don’t see it.
After all, you can have the highest quality content on your blog, but if nobody views it, your content marketing efforts are falling flat. Getting your content in front of the right people at the right time is critical to success, providing your audience with engaging content, boosting brand awareness, and generating traffic and conversions.
A content amplification plan provides the path to expanding your reach. Let’s explore what it is, why it matters, and tips for successful amplification.
What Is Content Amplification?
When we talk about amplification in the content marketing space, we’re referring to a process for expanding your content’s reach. The methods you use depend on several aspects, such as the type of content or the makeup of your target buyer.
Amplification is the component of your content strategy that dives into the tactics you’ll use to expand your reach after publishing blogs, ebooks, videos, infographics, and any other content formats you create.
Amplifying your content isn’t just one strategy or technique. Rather, it’s the summation of many strategic tactics that get your content in front of a broader audience.
Why Does Content Amplification Matter?
There’s a lot of competition out there trying to attract interested buyers with content. According to Worldometer, WordPress users published more than 7 million blogs on a single day in July 2023.
Let that sink in.
Now consider that the true number could be double or triple that if you include other blog hosting platforms.
Though you aren’t competing with everyone posting a blog, the number of daily posts gives you an idea of what you’re up against when courting your audience. A streamlined and automated content workflow ensures you produce multi-channel content at scale, but it doesn’t guarantee your audience will see it.
It’s a hard road to gain followers and optimize your content so that it can be found on your website. The key to executing content amplification is a multi-pronged strategy that extends beyond filling up your content calendar with engaging content for all your audience segments.
Source: Content Marketing Institute
How Do You Ensure Your Content Has a Starring Role?
Your content deserves a starring role in your industry. If it’s still an understudy, it’s time to delve into strategies that put it front and center on the Broadway content stage. If you follow these five tips, you’ll be on your way to top billing.
1. Use Paid Amplification Only for Your Best Content
Not every piece of content you create needs full amplification. Most of your content is meant to be the supporting cast, while the stars are few and far between.
Reserve paid content amplification for the top two percent of your content. So, how do you know what’s the “best”?
There are several ways to find the right content to amplify through paid channels such as social media ads. First, look at your current content analytics and identify the top performers.
This initial step applies to already published content. Once you identify the stars, headline them using pay-per-click ads on the channel you published them on.
Next, if you know that an unpublished piece has star potential, make sure you get the timing right before investing in a paid amplification approach. Hot topics related to your industry or relevant issues that have a significant impact on your audience are primed for content amplification.
2. Leverage Influencer Marketing
Often, it isn’t what content you post as much as who posts it that matters for amplifying your content. Your industry likely has influencers, individuals your audience looks to for advice or information. Influencers have more pull with audiences than brands, so leverage them as much as you can
Source: Edelmen
Influencer marketing requires cultivating genuine relationships with those you hope will share your content or make a cameo appearance in your content performance. Read up on the content they publish, engage with them on social media, and wait for the right moment to present your pitch based on what you know about them.
For example, the influencer may have published content on an idea, and you want to position that idea in longer-form content. Approaching them with an offer to link their content within yours in exchange for sharing your content provides both parties with content amplification benefits.
3. Become Part of a Niche Community
You can expand your content’s reach by participating in the right groups. Finding these groups online isn’t hard.
Facebook and LinkedIn both have groups for just about anything. Familiarize yourself with this new scenery and engage with others in the group before you share your content.
Use the group as a sounding board on ideas and let them get comfortable with your brand. Then, after you’ve cultivated a connection, post content in the groups and ask others to share it on their feeds. Now, you’ve extended the organic reach of your content by building relationships.
4. Tag Experts and Partners in Posts
In any post that cites industry experts or other brands that are partners, be sure to tag them in your social media posts. This is very simple to execute, yet many brands forget to do it.
Often, they’ll share and possibly respond when they see their tag. This method starts a conversation with an expert that can, in turn, attract more views of your content.
5. Use the Right Tools
You’ll need the right tools to run a successful, scalable, and repeatable content amplification strategy that casts your content in the starring role. One of our favorites at DivvyHQ is Quuu Promote, a tool we’ve been using to amplify our top-performing content.
Quuu Promote is a paid content promotion platform that works in two ways:
- You can use it to quickly search for curated, high-quality content to share on your social networks.
- You can post your own content for others to share.
Thousands use Quuu’s curated content search function daily to fill their social media feeds. As Quuu users in the content marketing space, our best content is front and center. At Divvy, we’ve significantly increased social engagement, website traffic, and conversions because of this platform
Does Divvy Help With Content Amplification?
Divvy helps you manage your entire content production process, including content amplification. We designed our platform with content operations in mind, with tools to help you ideate, plan, produce, publish, and amplify all your digital content. Request a demo today to see how we eliminate content chaos so you can focus on reaching your target audiences with awesome content.
