Companies are spending more money every year to create content for their audience and to attract new customers.
The challenge is that while most companies are spending a lot of money and resources creating content, they tend to do a poor job of getting that content in front of the right people.
Sure you can post it on your blog and your social media profiles and have people organically find your content.
But you should also be pushing that content out in front of the right people.
That’s where content amplification comes in.
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What Is Content Amplification?
Content amplification is the process of marketing your content to reach a significantly wider audience using paid advertising – hence “amplifying” your content to get it in front of their target audience.
These campaigns are great for influencers, content creators, SAAS companies, consultants, and anyone who is dedicating time and resources to create and publish content online.
In today’s crowded online world, it’s more important than ever to push your content out in front of the right people.
And by using targeted content amplification campaigns you can make sure that the content you’re creating is getting into the hands of your ideal customers and the people who need to see it the most.
How Do You Use Content Amplification?
The primary goal of content amplification campaigns is to get people to consume your most valuable content to establish a stronger relationship with your brand and get them to know you better.
Depending on the type of content you create for your business and where you ideal client spends the most time you can choose the paid advertising platforms that are the right fit for your company.
You set aside a portion of your monthly marketing budget, choose the right platforms for your campaign, and invest in advertising with the goal of reaching the most people and getting the most engagement on your content.
Content Amplification Strategy #1: Promoting to Cold Traffic
When you know who your ideal customer is and where they spend time online, you can pay to get your content right in front of them.
You’re targeting cold traffic (people who have never heard of you before) in order to get them into the top of your funnel and start to know who your brand is.
These campaigns are incredibly effective because you can start to get people to know who you are with value driven content.
It also opens up the ability to retarget people who engage with your campaigns and help turn that new awareness into leads and customers for your business.
Content Amplification Strategy #2: Promoting to Warm Traffic
You can use these content amplification campaigns to retarget your existing warm traffic to stay relevant with your audience to build up that know, like and trust factor with your brand and deepen your relationship with them.
Depending on the sales cycle of your business, you most likely have a large number of people who have visited your website or become leads for your business that have not purchased and become customers yet.
Using content amplification campaigns, you can retarget people who have engaged with your brand and not purchased to stay top of mind and make sure they don’t forget about you and decide to buy from the other guys who offer a similar product or service.
Content Amplification Strategy #3: Retargeting to Customers
Even after someone pulls out their wallet and becomes a customer, you want to make sure they continue to have a good experience and get the most from our products and services.
And especially if you have a monthly membership or recurring charge, it’s important to make sure your customers keep using your products so you can increase retention and reduce churn.
Using content amplification you can target your customer list to put relevant content in front of them and help keep them engaged with your brand.
That way your customers stay longer and increase their lifetime value.
What Content Should You Amplify?
Not all content is created equal.
You will often find that you have a small percentage of your content that far outperforms the rest.
Usually 20% of the content drives 80% of the engagement and creates the experience you want.
When you’re investing in content amplification you should promote your best content.
Consider who you are reaching (cold traffic, warm traffic, or hot traffic) and amplify the best content that is right for them in that stage of the customer experience.
What Platforms Should You Use For Content Amplification?
There are a number of ad platforms you can use to promote your content.
Social media platforms are often the best place to amplify content for most companies.
All the big social media companies have advertising platforms and you can promote content on Facebook, Instagram, YouTube, Pinterest, and Twitter.
Facebook is a great platform to promote content and get it in front of your audience. You can hyper-target your ideal customer using their ad platform, tap into lookalike audiences to use A.I. to find your ideal customer, and retarget users with your Facebook pixel.
Facebook is ideal for all kinds of content: Video, Blog Posts, Podcasts, or even just simple Facebook posts.
Instagram
Instagram is another great platform to promote content available through the Facebook ad platform.
You can use Facebook’s powerful targeting options to get your content in front of the right people.
Instagram is ideal for video content, but also does well promoting blog posts.
YouTube
If you’re creating video content, YouTube is a fantastic platform to consider.
You can access YouTube through the Google platform and it has many advanced targeting abilities to get your videos in front of the right people.
You can target users based on the types of videos they are watching, put your content on specific channels, and even build audiences off of your current database of customers similar to “lookalike” audiences on Facebook.
Twitter has a huge user base for specific audiences. If Twitter is a marketing channel you are already using, spending some money on their ad platform to push your ad content out there is a great allocation of your budget.
Wordstream founder Larry Kim does a great job of spending a little bit of money in the right places to get his content in front of a massive audience on twitter that drives 100,000’s of users to his website.
Pinterest has another powerful advertising platform that you can tap into if your ideal customer is the type of person who spends a lot of time on this platform.
Depending on your business you can also tap into Google’s Display Network and Native Ad Networks.
The most important thing when choosing the platform is to know who your ideal customer is and go to where they are already spending the most time.
Choosing Your Platforms To Get Started
Don’t overwhelm yourself by trying to start all the platforms at once.
Pick 1 – 2 platforms to start and then you can expand as you get more confident and have the resources to manage more advertising platforms.
How Do You Measure Success?
Unlike traditional direct response or performance marketing campaigns, you’re not going to see a direct and immediate ROI from content amplification.
It’s challenging to directly measure, so you should have different metrics that you are watching than your average paid traffic campaigns.
Success of these campaigns is considered in the reach of the campaigns and the engagements that we get with the content.
If you can get people to see your content, consume it, and then add them to a retargeting audience for later targeting that’s what we want.
Wrapping It Up
Content amplification is a powerful strategy to use to make sure that all that content you’re working hard to create is getting in front of all the right people.
If you’re ready to get started:
- Find your best content
- Choose 1 – 2 social media platforms where you’re ideal customer hands out
- Take a small percentage of your monthly budget
- Start promoting it on a regular basis
You’ll find that you get more reach and engagement with your content.
You are already putting in all the hard work to create the content. Now go make sure people find it!
If you have any questions just comment below or contact us and I’ll get back with you. And please share if you got value out of this article so that we can keep making more of it.
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