Our Content Marketing team shares their top tips on how to spread your brand message, connect with your target audience and help potential clients glide through your sales funnel, using content amplification.
Why do you need a content amplification strategy?
One of the biggest challenges you’ll face as a content marketer today is producing effective content that drives organic traffic and generates high quality leads. Even if you spend all your time and effort creating compelling content, there’s no guarantee that anyone sees it. This can be disheartening and adds little value to your marketing efforts. If you want to get your content out there and under the nose of your target customer, you need to devise and implement an effective content amplification strategy.
Definition: Content Amplification
As the name suggests, content amplification refers to the various methods you can adopt to ‘amplify’ your content and distribute it among your target audience using different online channels.
Organic Content Amplification
Organic content amplification means distributing your content among your existing audiences, such as your social media followers or CRM contacts, in order to drive traffic to your website and encourage them to engage with your content and your brand. Organic social media marketing, email marketing and content seeding are a few organic methods you can use for this. Let’s see how...
1. Social Media
There are over 3.6 billion people using social media platforms all over the world, making social media marketing one of the most popular and effective ways to promote your content organically and spread your message across your existing social audience. You can leverage social media by repurposing existing content, publishing it to your social platform and linking back to the original version on your site. This will not only help to boost website traffic but will also provide ample content inspiration for your social media accounts. If you provide valuable content that your followers are compelled to share, you could also encourage follower growth and higher engagement. The key is to make your repurposed content social-media friendly, experiment with formats such as data infographics, engaging videos and eye-catching images. This will inspire more users to engage with your content, to like, share and comment on posts. However, with organic social media promotion, it is important to avoid adopting a blanket approach across every channel. You should choose the appropriate content format for each different social media platform as, for example, posts that are successful on Facebook won’t always translate as well on Pinterest. We also always recommend effective use of hashtags to get your message across to the right people and reach new audiences organically, as well as consistent style and messaging across the board to accurately represent your brand and tone of voice.


2. Email Marketing
Another great way to amplify your content organically is through email marketing. It is best practice to set up an email newsletter to highlight your top pieces of content and encourage email recipients to read the full version on your site. Email newsletters are a sure-fire way of getting your content directly into your customers’ inbox, however the more challenging part is making sure they open the email and engage with it!
