There was a time when if you’d build it, they would come. But that was all before the internet becoming overly saturated with content and lots of noise. If you’ve been feeling frustrated that your content just doesn’t go as far as it used to, it’s not your fault. Things just changed.
Today, if you care enough about your audience and your business, you absolutely must develop a strategy to push your content forward to the people who need it the most – through a content amplification strategy.
Why so much talk about content?
Everybody and their dog knows how important textual and visual content is in marketing. It’s
the core vehicle that transports your message to your audience, it’s the words, images and videos that create emotion and move people into action. And with Action comes Transformation, the highest bliss of any business.
Everything you put out there, regardless of the channel [blog posts, Instagram stories, newsletters, videos, etc.] in front of your audience helps you keep them interested and engaged with your brand. It also helps you bring in more attention to your business and consistently expand your audience as a blogger.
So, creating content is great, publishing it on different platforms is also great, but you also need to amplify it if you want it to reach the maximum amount of people.
Here are a few powerful tactics to build your content amplification strategy:
Paid Ads – Think of ads as these invisible wings that carry your content to greater lengths. Most platforms, these days, have become pay to play systems, especially Facebook. Nothing wrong here, they’re a business, so as you. If you can put in $1 and get back $2, wouldn’t you want to play? Paying for ads is not just for the sole purpose pushing your content out there in front of your existing audience. It’s also great for tapping into new audiences and expanding your reach, beyond your own influence.
Mention other brands and influencers – The goal here is to build relationships and good will with peers in your niche by sharing some of their content or tagging them whenever it is possible. This will put you on their radars and will make them more likely to reciprocate when the right time comes.
Ask influencers to chime in – One of the easiest ways to tap into an influencer’s audience is to ask them for their input on certain topics. Instead of trying to get your guest post published on their platform or to convince them to even share piece of your content with their audience, you can email them asking for their opinion on a topic in your niche. This will take little time on their end and will most likely result in a re-share of your entire piece of content with their audience. And will help you build a relationship and good will the right way. Also, simply try to use your own critical thinking approach to get a realistic, not clouded by emotions overview of your product.
Use the skyscraper technique! – In short, this is a way of building on top of existing valuable content. Essentially, you do a massive research on a specific topic, gather as much data as you can and then you add your own twist on the topic and share your unique perspective to the entire conversation. When you’re done, send the content out to all the other content creators mentioned in your work and ask for their feedback and a share with their own audiences.
Repurpose your content – Have loads of valuable blog posts sitting on your site? Give them a fresh start by putting together an evergreen guide using your best content. Then use it as a lead generation magnet for extra attention and brand awareness. This will allow you to reuse existing content that took you time and resources to create and tap into new audiences.
Turning blog posts into bite-sized social media posts and actionable quotes
Creating a short video using tools like Lumen5 or Inshot to share some quick tips
Taking the audio from your video content and turn it into a podcast
Ultimately, you need to be strategic with both creating and leveraging your content. This means you must think strategically and push your best content in front of those who are most likely to need it. The key here is Relevance.
Nothing is sadder than creating a massively valuable piece of content and then splashing it against the wrong audience. Let this approach lead your entire content creation and amplification strategy.
Make sure you deeply understand your audience’s problems and you’re also clear on your solution. Then, pay attention to where the attention of your target audience goes. Then plug into those platforms using relevant content that’s also aligned with your business goals and mission.
How are you currently creating and promoting your content? And which of these amplification techniques would you like to try first? Let us know your thoughts in the comments below!