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Content Amplification: How To Amplify Killer Content

Posted by Gary Henderson on Mar 23, 2018 12:04:57 PM

There are almost 3 MILLION blog posts published every single day.  Every piece of content that is published is competing for attention with millions of other people throughout the world.

How do we ensure that our content gets seen by our most ideal, loyal audience(s)?

We have all heard the saying, "content is king", but what we haven't been told is what type of content we should be creating, how much time we should spend creating and most importantly, how much time we should spend PROMOTING it. 

Are you guilty of creating content just so you can check it off your list because you have been told to?

Without content amplification, businesses have to rely on people to stumble across their pages organically.  We don't need more content on the internet so you can check off your daily/weekly/monthly to-do list to say "Yay!  I just wrote my blog for this week". 

What we need is.... More quality content that will make strong emotional connections and then we need to amplify that content to our ideal audience who are most likely to engage and enjoy your content.

What has proven to generate the most success, is writing great high-quality content that is paired with a kick ass content marketing amplification strategy.

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So What Exactly Is Content Amplification?

Content amplification is the process of increasing the impact of your content across a wide variety of channels to increase interactions with your ideal qualified people. 

For every dollar you spend on content creation, you should spend 4X MORE on content amplification. 

In other words, for any amount spent on content creation (whether it's your time or resources, money paid to a copywriter or the money paid to an outsourced vendor) you should spend 4x more time building the best content marketing strategy that focuses on amplifying and distributing content effectively. There's no need in wasting time writing content if no one is going to read it.

Content Marketing Amplification Infographic

Often, people who write content themselves believe that just because they wrote it and didn't hire someone to do it, then it didn't cost them any money, they believe it's free.  But the fact is EVERYONE HAS AN HOURLY RATE.

For example, lets say you make $100,000 in revenue annually, work 50 weeks of the year (take 2 weeks off for vacation) and work an average of 40 hours per week.  To figure out your hourly rate, divide your annual income by the number of weeks you worked by the number of hours you worked per week.  

$100,000 per year / 50 weeks / 40 hours = $50 an hour

So if you spent 3 hours writing a blog post (where you thought it didn't cost a dime) it actually cost you $150.  We often forget how valuable our time is, time is the one thing we can never get back.  The time that was spent writing those blogs, could have been time spent thinking of a new million dollar idea that could have taken your business to the next level.

Producing high-quality content has proven not to be enough on its own to reach the number of interactions and levels of engagement needed to reach our goals and prove the ROI we want and need.

BuzzSumo analyzed the level of content engagement with 1 million posts and the results of content engagement was shocking.

  • 50% of randomly selected posts received 8 shares or less
  • 75% of these posts received 39 shares or less
  • 75% of these posts achieved zero referring domain links

These stats prove why it is so important that we are not only publishing great content, but why it is imperative to spend at least 4X MORE promoting and amplifying our content.  Bad content with little or no promotion will not generate the reach and results you desire.  You are basically just wasting your time and energy.  

One of the biggest mistakes businesses are making today is producing content that solely focuses on what is popular at the time, instead of focusing on what makes content personal and conversation-worthy.

Even though this post doesn't offer a product or service, it still creates a personal and emotional connection that makes people want to engage and interact with the post through comments, shares and likes.

According to Social Media Examiner, 84% of marketers use Facebook as their regular social media advertising platform in order to drive more traffic to their websites and promote their content.  Hashtags are also a great way to make your brand and products known.

What Makes A Great Content Amplification Strategy?

Understanding & Outlining Your Goals. 

Questions to help determine what your goals are:

  • Who are your target personas/audiences? 
  • Who are your ideal buyers?
  • Do you want to increase brand awareness, reach, revenue, etc.?
  • What are your KPI's?

Create high-quality content that builds trust-worthy relationships with brand influencers and target audiences. 

A goal to remember is to build trust and credibility across a variety of platforms and become a place of valuable resources. Become the most authoritative figure within your brand or niche.

Content Amplification Smart Goals Example

Use influencer marketing (along with other marketing strategies) as a way to build trust and promote content. Find an influencer who already has a loyal following on social media networks to help promote your branded content or service-based businesses.

Distribution Methods & Ideas For Content Amplification:

  • Instagram marketing & Instagram ads
  • Twitter (promoted tweets)
  • Use social proof and user-generated content
  • Instagram scheduling & Instagram stories
  • Blog posts
  • Infographics
  • Influencer Marketing
  • Facebook Ads
  • Content Distribution Networks like (Taboola and Outbrain)
  • Google Adwords
  • And so many more!  

Make The Customers Buyers Journey A #1 Priority.

The buyer's journey is the process buyers go through to become aware of, evaluate and purchase a new product or service.  At each stage, your ideal buyer needs diverse types content, served to them at the right time, across a variety of channels and social media platforms.

Buyers Journey Sales Funnel Example

The buyers journey has 4 steps: 

  • Awareness Stage: Buyer realizes they have a problem.
  • Consideration Stage: Buyer defines problem & researches options to solve it.
  • Decision Stage: Buyer chooses a solution.
  • Action Stage:  Where they take your desired action.  

Track Your Buyers Every Move

Every piece of content you create (whether it's an email, blog, infographic, social media post, etc.) make sure to map it back to the buyers stage.  This also gives the opportunity to fill any gaps with content or add new distribution techniques to improve your marketing strategy.

By tracking a customers buyer journey, you will know exactly when, where and what type of content needs to be amplified and promoted throughout each stage of the buying process. 

Tracking Customers in the Buyers Journey Example

Awareness Stage

MAKE SURE PEOPLE KNOW YOU EXIST.  Show informative content that could be the solution to their problems, wants and needs. Use content that will spark emotion and promote brand awareness. 

Content amplification is super important here - the more time spent on content amplification increases the amount of reach, engagement and ROI your business receives.

You also want to become an authoritative figure in your niche.  To do this you could:

  • Make blogs & articles easily available
  • Use influencer marketing - 92% of consumers trust word-of-mouth recommendations above all other forms of advertising
  • Use digital PR (press releases, media coverage)
  • Use social proof - 80% of consumers are more likely to purchase an item based on a friends suggestion

New call-to-action

Add videos, contests or any other form of interactive content that will help make potential buyers familiar with your service-based business or brand.

Lewis Howes on The Ellen DeGeneres Show & EllenTube

Our client Lewis Howes, displays a great example on how to use social proof to build trust, share knowledge and create success.  This shows how Lewis uses media coverage to promote his brand and become an authoritative figure in his niche. (Obviously if he's on Ellen he has to be legit, right?)

Consideration Stage

During the consideration stage, buyers have clearly outlined and defined their goals and challenges and are looking for the best potential buying options.

Content should be focused on the buyer’s pain points — not your product or brand.  Offer specific content and key features based on what their interests are. 

Offer promotional content so visitors will use you as a resource by giving them:

  • Free eBooks & Webinars
  • How-to articles & Blogs
  • Reports & Guides
  • Infographics
  • Case studies

Another one of our clients, Aromahead Institute, uses social proof to show they were presented with the Lifetime Achievement Award.  Showing data like this instantly builds trust with a visitor.  They also offer how-to articles, blogs, webinars, free recipes, courses and much more to teach and give knowledge.

Aromahead has scaled and built a place of knowledgeable resources.  Anyone who has questions or interests about Aromatherapy can gain a plethora of knowledge simply by visiting the Aromahead website.

Decision Stage

At this point, the buyer is ready to make a purchase. 

After you have mapped out your buyers journey you can build remarking audiences.  You can build audiences based on their specific interests, what they're searching for (or a combo of the two) to ensure they complete the buying process and become a loyal customer.

You want to send your audience(s) exclusive offers, promotions and fast-action bonuses that create a sense of URGENCY. Provide reassurance that they're making the right decision by choosing you. 

This is also a great place to display customer testimonials.  Testimonials have been proven to dramatically increase credibility, lead generation and customer retention by simply using the positive behaviors of existing clients. 

Final Thoughts

Content amplification strategies should be centered around an audiences wants and needs, NOT WHAT YOU THINK THEY WANT OR NEED.  People do not always want to buy what you have to offer.  Make sure you understand your buyers key interests, needs and what stage of the buyers journey they are in before marketing to them.

It is imperative that you show the RIGHT CONTENT to the RIGHT PERSON at the RIGHT TIME.  Timing is everything.  Model your content amplification strategy after your ideal customers buyer journey!

Content Amplification allows you to choose when and where people see your content and gives you the capability to shape how people view your content.

Without content amplification your level of success can be greatly limited.  

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We would love to hear from you! What results have you received from content amplification? Do you think content amplification is a success?  Leave us a comment or go to Twitter and send a tweet to: @DM_Org with #contentamplification

Tags: Online Advertising, Content Amplification