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Published on January 11th, 2019 | by Guest

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Sharing is not enough – why you need a content amplification strategy

We have all the heard the marketing cliché that “content is king” and we know it to be true. But how relevant and important is content these days? The truth is that it is more relevant than ever but there is one major challenge. Online competition is fierce and it is becoming harder for content, even excellent content, to get noticed.

As an editor trying to promote an exciting blog you know that shares are one of the most powerful tools to increase the reach and influence of the piece. You might have noticed that likes, shares and even traffic is declining despite the ever-improving quality. The reason for this is a massive increase in competition.

Given the importance of quality content, there are more people than ever striving to generate good work. This makes it harder for your content to stand out and attract the following it used to.

Obviously, this is very disappointing. You have labored hard over your blog, put your heart and soul into only to get devastatingly low traffic and general apathy of social media. It is heartbreaking.

Fortunately, there is a solution — content amplification.

Online competition is fierce and every second, thousands of blogs, posts, articles and other content is unleashed into cyberspace. All are fighting tooth and nail for the reader’s attention. It is no wonder your content is not getting the traction it did in the past.

It is no longer enough to simply produce riveting content. You have to now employ an effective content amplification strategy to get the results your work deserves.

What is content amplification?

Let’s break it down. It is a strategy to attract more attention and traffic to your content. The goal is to increase visibility, reach, traffic, likes and shares.

Content amplification does not work in isolation, it is part of your content marketing strategy.

Unique, informative and engaging content that is well written is still key to the success of your blog. It is also essential for digital marketing and SEO. The only thing that has changed is that the content now needs a helping hand to maximize its effectiveness. That is where content amplification can assist.

Why do we need content amplification?

The definition sounds simple enough but why is this necessary?

Given that there are as many as 3 million blogs posted on an average day, what chance does your lovingly crafted blog have? Even with what you believe to be an extremely narrow niche you are bound to have intense competition.

Another threat is that online behemoths such as Google and Facebook give preference to paid content.

While organic reach is still the primary goal for your content it needs all the help it can get to achieve maximum reach.

Establish a Content Amplification Strategy

  • Determine your goals

As with any strategy, the first step is clear on your goals. You need clear measurable objectives in order to later workout if your strategy is working.

Content amplification goals will not always be the same and can include, amongst other things, greater reach, more social shares, increased feedback or a greater following.

  • Examine your content

Be brutal. Take off your rose-colored glasses and take a hard honest look at the blog. Consider the needs of your audience and how the piece speaks to these. Only make the effort to amplify content that is outstanding.

  • Create new content

If necessary, you might have to create or request new content that meets the above requirements.

  • Amplify content

Finally, you are ready to amplify the content.

How to Amplify Content

Content amplification is an ongoing process that encompasses a number of tools. As an editor, not all methods will always work for you, a lot will depend on the content and your goals. Here are some of the main concepts:

Your Own (Owned) Media

Owned media forms the foundation of all your marketing and amplification efforts. While it will take time, and probably a bit of money to develop, it is a worthwhile investment. It is the only media you own and control and it needs to be developed.

It includes:

  • Your website
  • Your social media accounts
  • Your email database

Influencer Marketing

Influencers make the internet go round. Having an online influencer like, share or talk about your blog is dynamite. It is one of the most powerful forces on the internet.

The good things in life are not always easy and getting an influencer on your side can be challenging. It will take patience, skill and a bit of cunning. Here are a few tips to improve your chances.

  • Use Social Media to Engage

Social Media is fast and effective when used correctly. If you can develop a relationship with a few influencers you are off to a good start. Don’t overdo your efforts and be selective with what you send to them.

  • Short emails

Influencers are inundated with emails so you have to box clever with this approach. Keep mails short, friendly and to the point. Make the emails personalized, a copy and paste approach will never work.

To a large extent, the quality of your content will determine how effective this approach is.

  • Build on or refer to influencers’ content

Everybody loves their own work, including influencers. By responding to or delivering a counterargument, if one exists, you will get their attention and interest, improving your chances of getting some response.

Use Social Media for Content Amplification

The importance of using social media to drive content is a given. It is not as easy as it used to be and given the nature of some platforms as well as the Facebook and Instagram algorithms, timing is everything. Measure what times yield the best results and post to multiple platforms at a range of times. You can dress the content up to make repeat posts look unique. Be careful not to overdo this.

Paid Content Amplification

This is a controversial issue for some but there is no reason it should be. Just like any other one else, if you want your content to great exposure, paying a bit for it sure helps. Given the extent of the competition and the preference given to paid posts, this strategy makes even more sense.

Not all methods will work for all content. Paid media can include any of the following and then some:

  • AdWords
  • Sponsored Facebook Posts
  • Promoted Tweets
  • Targeted posts on LinkedIn
  • Paid Stumbleupon and Reddit Traffic

Tools for Content Application

  • Hootsuite

A good way to manage and measure social media content.

  • BuzzStream

This is an excellent way to find, reach and engage influencers, track your project and numerous other functions.

  • BuzzSumo

The tool will provide you with information to guide your content and advise you on what is trending and popular.

  • Storify

A good place to gather and share interesting content.

  • Contently

This is a brilliant tool for boosting the performance of your content and social media marketing.

Final thoughts

These are just some of the many content amplification methods. These will change and evolve over time as the landscape shifts. It is important to keep trying different techniques and measuring the results to determine what works best.

The first step is accepting that content amplification is necessary and developing a strategy from there.

Sarah Williams is one of the main editors, marketing specialists and writers of Wingman Magazine – a self-development website for young men. She was frequently featured in the main internet magazines. If she is not reading a self-development book or meditate somewhere in the warm part of the world, you can find her in Berlin, the European tech capital.

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