The phrase “Set it and forget it” may hold weight in the infomercial world, but it shouldn’t hold any in the realm of marketing. When it comes to marketing, the winners of the content race will be those marketers that are active when it comes to getting their content in front of the readers. How can they do this? Content amplification.
Content amplification is the process by which marketers get their content in front of their ideal audiences, whether it be on blogs, websites, or other major platforms. It’s also a marriage of quality content and paid marketing tactics. Once a piece of content is live on a blog or website it can drive traffic back to owned properties or gain traction on social media through social sharing options. The best marketers use a multi-channel strategy in order to get the most bang for their content buck.
Owned and paid media are both valuable assets for any marketer, but the Holy Grail is earned media. Earned media relates to things like recommendations, blog entries, and social media posts. In short, it’s what you didn’t paid for. You earned that love (or promotion from the audience). While earned media is the bee’s knees, owned and paid media are still critical for any marketing strategy.
How can you leverage owned and paid media in your marketing? Here are a few ways to get your content seen by a larger audience:
Be better at engaging your core audience.
The relationship you have with your audience is crucial to your success. Remember to always provide value and form authentic relationships with these people. When you build connections, you strengthen both brand awareness and customer loyalty. This engagement can also spill over to networking with thought leaders in your industry. After you’ve developed a real relationship with these thought leaders you can leverage their influence in your industry. For example, have them share your content on social media or their websites. Involve them in your content, such as with Q&A’s. Remember to add value back to the influencer in some way – this is a two-way street.
Make it easy to share your content.
Build social sharing options into your website. It should be as easy as possible for people to share your content with their friends, family, and followers.
Pay when it’s appropriate.
It’s no secret that some content amplification will require paid channels. For example, Facebook reduced their organic reach, which makes it hard for a brand’s content to be seen by all of their fans and followers. You now need to pay to get the same reach you would’ve had organically in the past. Spend time narrowing down who your target audience is and where they hang out online. This will help you when crafting ads and other promoted content, as you can take use settings in the advertising platform to only target ideal members of your audience. Paid campaigns should never replace quality. Only promote your best content.
A syndication deal with another website or content creator will open up your distribution network and put your content in front of a larger audience. Start building relationships with relevant blogs, publications, and magazines that share an audience similar to your own. Make a pitch for syndicating your content on their property. You can also begin the relationship with a softer pitch, such as offering a few guest blogs. Once the relationship is establish you can begin syndicating content through them. If they are republishing your content, you’ll want to make sure they’re using canonical URLs to avoid being penalized by search engines.
At the end of the day, when it comes to content amplification, the most important thing is that you’re always providing your audience with relevant and superior content. By being better at content you’ll be better at amplification.