I’ve become a strong believer that content amplification has become the missing person of the marketing world.
I know it’s a bold statement, but as marketers, we have to admit; this is an area of neglect – which is often an afterthought, rather than a strategic partner alongside our content creation.
I can find thousands of articles about how to improve my content, but only a handful that truly dive into the methods of amplification. Making it appear that if you build it, they will come; but as we know, that’s never the case.
Sometimes as marketers we have to admit when we’re in the wrong. And I know this can be hard, trust me. I’ve recently been attempting to find out marketers biggest first jobs fails, and do you think many have shared? Hell no… it’s been like drawing blood from a stone!
As an industry, we’re too accustomed to shouting about our successes, rather than sharing what we’ve learned from our failures.
But I put my hands up to this. Even with a personal blog of my own, I’m completely guilty of neglecting amplification as a strategy.
So just why has content amplification fallen short?
Because it’s hard work
Pouring hours into your content is easily done, but it’s the hours spent amplifying it that will truly be the test of its success.
After all, how can you measure how effective your content has been if you’ve only pressed publish and hoped for the best?
Amplification isn’t about simply sharing your blog across your social networks once it’s published. It’s about being consistent in your message and finding other ways to get your content in front of an audience.
Remember how fast social platforms become swamped with content, and you’ll soon start to realise that if you only share once, you’re probably going to get lost amongst the noise a few hours later.
If you’re unsure of which amplification strategy to use, I would strongly recommend reading this blog from Barry Feldman in association with Buzzsumo. Not only does he clearly explain why you should be leading your campaigns with content amplification, but he explains various methods of amplification that could benefit your content.
- Social Advertising
- Influencer outreach
- Guest blogging
- Social marketing
- Email newsletter
Because we might not have the right content
Maybe it’s not your amplification strategy but what you’re amplifying in the first place?
I know, I’m harsh, my team think I’m dead inside so get used to it!
But seriously, maybe it’s not content amplification, maybe it’s what you’re creating?
Look at some of the biggest reasons we share content. Most of the reasons are because we want to look intelligent or amusing to our peers. Popularity by association is nothing new, so you have to hone in on the human desire to ‘fit in’. You associate yourself with the content you share, whether you realise this or not.
If you are unsure of the type of content that gets the most engagement, it’s easily found.
Current data suggests the most popular content includes the following;
- Research and reports
So how does your content fit in those categories?
Is it interesting enough for me to want to share, comment or even reference back to?
Before you start pinning all the blame on amplification not working, perhaps question what type of content you’re amplifying in the first place.
Because it’s often a forgotten strategy
Ok, so maybe it’s not being forgotten about, but overlooked for quicker, easier marketing wins.
I’ve highlighted that it’s hard work, and that could be the crux of amplification that leaves it sitting at the back of the cupboard.
Amplification takes two of our biggest resources; time and money. Leaving many moving on to the next big content creation piece rather than improving and pushing the current content.
But what if you truly gave your content a winning chance of doing its thing? You may find that the rest of your marketing goals are achieved alongside your amplification.
Look at it this way. You amplify a report that your business has compiled.
Brand exposure grows > website traffic goes up > the possibility of gaining referral links increases > therefore the chance of fresh news leads also rises.
Amplification is a tough cookie because when done well, it really brings success to a content marketing campaign.
As with any marketing strategy, it has to be tried and tested, and tried and tested again. Because what might work for one client, may not work for another.
Content amplification should not be the last strategy in the box, as an industry it should be the leading strategy.