Do you ever get surprised by few or no returns from great content? For a social media post, podcast, blog article, or any other kind of content to do well, it must reach the right people. That’s the only way it will drive high-value traffic, boost conversion rates, and help you grow your brand or business.
By reading this post, you’ll learn about content amplification: what it is, how this gets the right eyeballs on your content, and how to do it the right way.
Every content marketing strategy should include a promotion campaign. This is how you’ll ensure people see your content. Choosing your amplification tactics before creating the content helps you work more efficiently and save time. With the right preparation, you won’t lose momentum.
What is content amplification?
Content amplification is the process of using digital platforms and other channels to reach a larger audience. Think omnichannel marketing (the seamless integration of branding, messaging, and online and offline touchpoints as consumers move down the sales funnel, enabling a more impactful customer experience).
This process requires multiple strategies and techniques, all with the goal of generating web traffic or sales. Typical content amplification tactics include online advertising, email marketing, influencer marketing, brand partnerships, and pop up activations/events.
How to create a content amplification strategy
STEP 1: TALK TO YOUR TARGET AUDIENCE
Asking your ideal customer the right questions will help you select the most effective amplification channels. You can send surveys to your friends, followers, and/or people on your email list.
Whichever approach you choose to go with, aim to speak with a cross-section of buyers and then use the responses to refine your content amplification strategy.
Questions you could ask include:
- Which social media platforms do you use the most?
- How often do you check your emails?
- Do you read emails from brands or subscribe to newsletters?
- At what times are you most active online?
- How often do you pay attention to streaming platform ads?
- Do you trust influencer recommendations?
STEP 2: PRIORITIZE YOUR CONTENT INVENTORY
Put stuff out and audit your content to determine which type of content works best for your audience.
STEP 3: BE CREATIVE WITH YOUR MESSAGING
Match your message to your channels when repurposing content for different platforms. For instance, snappy, insightful commentary with an associated content link works well on Twitter. Must less effective on Instagram or TikTok.
As you probably know by now, you have to be able to grab people’s attention and build intrigue to generate a lot of post engagements in today’s social media climate.
Here’s an example of a collab post we did on Instagram below with DJ Sol Ortega to promote our interview article with her using a quote from the interview and a carousel of images.
STEP 4: DECIDE ON A BUDGET
Only you will know what’s affordable for your business or brand for paid promotion. The exact cost depends on the platform, what you’re promoting, the frequency of your ads (how often you want your ads to show) and how many people you want to reach.
With these factors in mind, come up with a budget that aligns with your goals and make a plan for allocating resources.
STEP 5: MAP YOUR INFLUENCER NETWORK
Influencer marketing only works if you collaborate with the right people so it’s important to consider authenticity, relevance, post engagements, and knowledge over vanity metrics like follower count when considering partners.
You can start by creating a list of high-profile contacts from your industry or check out influencer marketing platforms like Klear and Influencer Marketing Hub.
STEP 6: METRICS AND MEASUREMENT
Think about how you’ll measure the success of your content amplification rollout. What will your key performance indicators (KPI) be? Will it be site visitors, post engagements, and/or the cost per acquisition (CPA)?