Picture this scenario. You’ve put months of work into your project. Moreover, you know you’ve produced some high-quality content that will just explode when it hits the online world. You’ve uploaded it carefully, paying attention to all of Google’s requirements and the best SEO practices. The moment has come. Upload. And then – nothing. Crickets. For weeks on end. What happened? Why isn’t this working? It’s time to talk about content amplification.
Content creation is by no means to be minimized. The consistency alone with which you create and post content is enough to drive traffic to your website, blog, Facebook, Twitter, Instagram, etc. page. The same goes for organic traffic. It’s highly important for content marketing. However, in some cases, it just doesn’t seem to work.
That’s when you know it’s time for your backup plan. And that backup plan has a name – content amplification.
As far as the definition goes, content amplification is using owned, paid, and earned media when promoting content so that you can increase brand reach. You are also trying to encourage your users to increase your sales numbers. Let’s take a look at some strategies.
Content Amplification Strategies
1. Paid Content Amplification on Social Media
As you well know by now, Facebook has limited organic reach. Therefore, if you want your content to reach your targeted audience in gross numbers, you will need to pay for that reach. Luckily, the prices are not that high, and even the smallest of investments can go a long way. You also have the option to pay for your content being boosted on other social media venues such as Twitter, LinkedIn, YouTube, Pinterest, Reddit, and StumbleUpon.
2. Earned Media and Content Amplification
Things are a little different when it comes to the so-called earned media. You do not pay for it nor can you control it. It will be bestowed on you by advocates or your customers. Examples of earned media include endorsements in the style of word-of-mouth, guest posts, and posts that are curated by some other brands.
Earned media is highly important because it drives sales. If your brand is endorsed by someone people trust or think highly of, you’ve basically won a golden ticket. Not to mention that you didn’t have to pay for it, which is all the better for you.
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3. Owned Media and Content Amplification
Examples of owned media include your blog, your email subscribers list, social marketing channels, and website. It’s important because this is the type of media over which you can exercise the most control. You are the only one who decides what gets published here, when, and for how long. It’s a very versatile media venue with an incredibly long lifespan.
Sticking to our guns, we will reinforce what we said in the introduction. Producing content and organic reach are crucial when it comes to marketing a business. However, thanks to the intricate inner workings of social media and search engines, they don’t always pan out the way you would want them to. Therefore, don’t hesitate to make good use of content amplification.