As more and more businesses are shifting to digital-first, the need for innovative, cutting-edge content is considerable. It is becoming increasingly more challenging for businesses to create content that cuts through the noise and captures quality leads. Content amplification is a way to attract interest from the specific audience you want to reach by ensuring that your content is placed where they will see it with the goal of increasing website traffic. Consider the following in planning your content amplification strategy.
What is Content Amplification?
Content amplification is the process of attempting to reach a wider audience via digital content. It is not defined by one single strategy. Rather, content amplification encompasses a range of techniques and methods of expanding the reach of your content. For example, using a paid ad campaign to drive traffic to a white paper you have published is content amplification. Marketing techniques are used to make sure your content reaches your specific target audience in order to grow your client base and establish a presence within your industry.
The Benefits of Content Amplification
Increased Brand Following
Content amplification can drive significant amounts of traffic and establish your brand as a stand-out in your industry. Distributing your content via various channels and marketing methods can attract attention. This will create noise within your space that works to set your brand apart from the rest. Circulating your content will increase familiarity with your brand and establish an identity that is recognizable amongst others in your space. It can also be used to attract more followers for your social media accounts and subscribers to your email lists, growing your audience substantially.
Improved Social Sharing and Reach
Circulating your content via various social media channels has a number of benefits. A study by Sprout Social Index found that 84% of consumers say they will buy from a brand they follow on social media over a competitor. Publishing content that is useful, educational, helpful, and engaging will encourage people who come across your content to follow and/or subscribe to your social media accounts. This ultimately will serve to grow your base, develop your brand, increase traffic to your website, and drive revenue.
Quality Lead Generation
Amplifying content can generate quality leads by targeting the specific demographics you want to reach. You can circulate content via the specific platforms on which your audience is likely to spend time, thereby attracting relevant leads. For example, if your target audience consists of men between the ages of 25-34, you may want to amplify a piece of content that demographic might find interesting on Facebook, as 18.8% of Facebook’s users fall into this category.
Implementing Content Amplification
Use Super Remarketing
Super remarketing is a term coined by WordStream’s Larry Kim. It refers to the process of showing content to individuals who have already visited your website. In Kim’s words, “By being pickier you can get a lot more yield for a lot smaller spend. You tend to get five times higher click-through rates and conversion rates as opposed to remarketing alone. In online marketing, people get excited about 3% increases or 5% increases, but this is like 300% increase or 500% increase. That’s why I’m calling it super remarketing.” Super remarketing targets proven quality traffic by encouraging those who have already expressed interest to revisit your content.
Cross-Promote Content via Social Media
Creating SEO-friendly content and posting it to your website will encourage a steady flow of traffic. However, in order to amplify the reach of that content, you must promote it on other platforms. As of 2021, Instagram has 1 billion monthly active users globally, Facebook as 2.80 billion, and Twitter has 353 million. People spend about 145 minutes per day on social media, making it an incredibly useful marketing tool. Sharing your content to your social media pages is a great way to engage with followers and encourage them to share your content further.
Increase Reach with Email Marketing
Email marketing is an important way to amplify content by sending it directly to your subscribers. The number is active email users is expected to reach 4.3 billion by 2023 and 80% of professionals say email marketing drivers customer acquisition and retention, making it an extremely effective way to engage with people. Sending your content to current and prospective customers via email is a great way to amplify and distribute your content. This will ultimately encourage recipients to visit your website and view product or service information.
Consider Working with Influencers
According to one study, influencer marketing has a return on investment (ROI) of $18 for every $1. Another study found that 8 out of 10 consumers have purchased something after having seen it recommended by an influencer. Working with influencers, or those with significant social followings, can be beneficial to any business hoping to drive traffic. It can be a little tricky to connect with the right people, but a digital marketing agency can help. You’ll want to work with people whose audiences are relevant to your industry. You can enter into a partnership with an influencer who can then encourage their followers to engage with your brand.
Amplify Your Best Content
Try to choose your best, most informative content when it comes to choosing what to promote. Paid content amplification is most useful when it offers unique content or thought leadership. Innovative ideas are more likely to attract attention and generate interest in your business. You can use analytics to measure your best-performing content to determine what pieces on which you should focus.
Content Amplification Key Performance Indicators (KPIs)
Before focusing on content amplification, it is important to clearly define goals and key performance indicators (KPIs). KPIs track the effectiveness of amplification strategies. Examples of KPI goals include:
- Backlinks – Backlinks are a powerful tool when it comes to driving website traffic. They can also boost your position on search engine results pages (SERPs). Linking to authoritative and reputable websites provides value to your audience and establishes your website as being quality, therefore encouraging new traffic.
- Click-Through Rate – Native ads, such as sponsored posts, promoted posts and branded content, have a click-through rate 40 times higher than that of other ads. Higher click-through rates are a reliable indicator that your content amplification efforts are effective.
- Follows, Subscriptions, and Shares – If you are seeing an increase in follows, subscriptions, and content shares, it most likely means your content marketing efforts have been successful. These KPIs are extremely important when it comes to increasing your social reach and ultimately expanding traffic to your website.
If you are interested in amplifying and developing content as part of your digital marketing efforts, contact Dragonfly Digital Marketing today. We develop comprehensive digital marketing strategies that work to achieve specific goals, drive revenue, and accelerate the reach of businesses across industries.