How to Use Content Amplification to Boost Reach and Visibility

Content is king. Content is evergreen. Content is everywhere. Yes, we’ve heard all of this before. But none of this means that content is one-time or one-place only. Just writing a blog and putting it up on your website and forgetting about it isn’t useful. That’s where content amplification comes in.

Research shows that a whopping 50% of brands do not focus on reusing old content, updating existing content, or creating entirely new content to attract newer customers and keep existing ones engaged. They also do not promote their existing content on multiple platforms so that the chances of more people reading it increases. We’re here to show you how to not make that mistake.

What is content amplification?

Content amplification is the process of strategically promoting and distributing content you’ve already created on various channels and platforms. What this does is extend the impact of your content beyond its initial publication on any platform (your website or any one social media channel).

Why should brands use content amplification?

We live in a world where 7.5 million blog posts are published every day.¹ That’s just blog posts. If you include social media posts, videos, podcasts, etc., that number zooms upwards. Amid all this noise, how can you stand out? By cleverly amplifying every single bit of content you created.

What are the main benefits of content amplification?

Done properly, content amplification can help you increase your or your brand’s reach, visibility, and engagement.

Getting your brand’s message heard in today’s content-saturated world can be a challenge, especially for small and medium-sized enterprises (SMEs).

That’s where content amplification comes in. By leveraging various tactics to promote and amplify the visibility of your content, you can get the following benefits:

1. Increased reach: Amplifying your content can help you reach a wider audience beyond your existing followers or subscribers, because you will be able to extend your reach to new potential customers or clients.
2. Improved engagement: When your content is promoted and shared across various channels, it has the potential to generate more engagement from your target audience. This can include social media shares, comments, likes, and website visits, which can all help to increase brand awareness and customer loyalty.
3. Better SEO performance: SEO and content go hand in hand. When you amplify your content, you increase the chances of it being seen and shared, which can improve your overall brand’s visibility and search engine rankings. This can lead to more organic traffic to your website and better overall SEO performance.
4. Increased conversions: When you amplify your content to a targeted audience, you have a better chance of attracting and converting leads into customers. Providing valuable and informative content is a tried and tested way to establish trust and credibility with potential customers and, ultimately, drive more sales or conversions for your business.

Content amplification vs content distribution

Content amplification goes hand in hand with content distribution. In simple terms:

Content distribution determines the channels through which you promote your content, content amplification tactics enhance your reach and visibility within those channels.

The organic reach of your content is often limited, especially if you’re just starting or lack a large following. Amplification allows you to break through the noise and connect with new prospects, as well as engage existing customers and followers.

7 channels for content amplification

As we said before, you need to promote your content on all the channels you possibly can. Here are 7 of the most important:

1. Social media: Sharing your content on social media platforms is a must today to reach a wider audience and encourage social sharing.
2. Paid advertising: Investing in paid promotions such as sponsored posts, display ads, or native advertising can help to boost the visibility of your content.
3. Content syndication: Publishing your content on third-party platforms or websites will help you tap into their existing audience and expand your reach.
4. Email marketing: Leveraging your email list to distribute and promote your content directly to your subscribers will grow your customer base, and encourage existing followers to engage and share.
5. Search engine optimisation (SEO): Optimising your content for search engines is a great way to increase organic visibility and attract relevant traffic.
6. Online communities and forums: Participating in relevant online communities, forums, and discussion platforms is another way to share your content and engage with a targeted audience.
7. Influencer partnerships: Collaborating with influencers or industry experts to promote and share your content with their followers means you can leverage their credibility and reach. (We put this last because it can get quite expensive when you’re dealing with influencers, so it’s not something every brand can opt for.)

Content amplification statistics for brands

Here’s a quick snapshot of what brands are doing when it comes to content promotion in order to amplify their existing content:²

• 73% use organic social media posting to increase brand awareness and drive traffic.
• 53% promote content through email marketing to subscribers.
• 51% invest in paid social media ads to reach larger audiences and drive conversions.
• 33% invest in organic research to improve content visibility and performance.
• 29% prioritise sponsorships (events, webinars, podcasts) to establish thought leadership.
• 28% use PR and media outreach to secure media coverage and backlinks.
• 25% leverage influencer marketing to extend reach and credibility to their followers.
• 11% use guest posting to tap into third-party audiences and attract new readers.

Remember to set clear content amplification goals

Like with any online campaign or strategy, having clear goals is very important. So, to ensure that you can effectively track how well your content amplification efforts are working, set clear goals and Key Performance Indicators (KPIs).

Here are some sample goals you can set for your business:

• Increase paid traffic
• Educate your audience
• Generate high-quality leads
• Foster increased social sharing
• Grow your brand following
• Start conversations around your brand
• Personalise your brand’s image

Key amplification metrics to track

To measure the success of your amplification strategies, track relevant metrics, including:

• Brand mentions
• Backlinks to your content
• Reviews and comments on your content
• Social media follows, shares, likes, and subscriptions
• Click-through rates for ads and links
• Cost-per-lead metrics
• Email open rates and forwards
• Unique website sessions and return visitors
• Domain and page authority

If you don’t know how to measure all of this, get in touch with us and our digital marketing experts can set you right in a jiffy.

Content amplification tips for SMEs

If you’re an SME, consider implementing a mix of owned, paid, and earned media strategies to effectively amplify your content.

Here are some simple tips you can implement:

1. Leverage social channels and email lists: Promote your content across all social media channels where your target audience is active. Additionally, utilise your email list to share your latest blog posts, updates, or offers directly with interested subscribers.
2. Tap into your networks: Partnering with other entrepreneurs or thought leaders in your industry allows you to tap into their existing follower base. Reach out to relevant individuals who align with your brand values and collaborate on content promotion.
3. Make your blog a lead generation tool: Use your blog posts strategically to promote your content and generate leads. Write how-to guides, tutorials, or advertorials that showcase your product’s features or address customer pain points. Guest posting on industry publications or investing in advertorials can also amplify your content and boost brand exposure.
4. Create valuable content offers: Package your proprietary data or industry insights into content offers such as online courses, reports, or eBooks. Share these valuable resources through email marketing, social media, or on your website. Offering valuable content helps attract and engage your target audience, while also amplifying your brand’s authority and expertise.
5. Consider paid ads: We don’t advise SMEs who have not built up a reputation to suddenly engage in paid campaigns. Without a solid backing and a strong foundation, everything you gain from paid ads will be lost once you stop paying. That said, once you’re ready, paid advertising does offer surprising opportunities for greater content exposure.

Start amplifying your content today

Even if you’ve only got a few social posts or blogs ready, there’s no better time to start than now. The sooner you start creating strategies to effectively spread and promote your content across various channels, the faster you’ll see results.

Your main goal should be to boost the impact of your content, drive more traffic to your website or blog, increase brand awareness, and ultimately generate more leads or conversions for your business.

By implementing whatever we’ve discussed here, you’re sure to get a head start over those of your competitors who haven’t invested in content amplification already.

And remember: you don’t have to do it alone! If you need help coming up with a strategy, or need someone to handle the entire end-to-end process from creating content to boosting it to measuring and reporting on your progress, just drop us a line and we’ll set up a free consultation!

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References:

1. EarthWeb, How Many Blog Posts Are Published Per Day?
2. SEMrush, Content Marketing Statistics