All of this takes time and money. But, that’s ok, you tell yourself. Every piece of content you create is valuable to your audience. Your blogs, white papers, and eBooks are full of innovative ideas and tips based on your own experience.
The only problem is, nobody’s reading them.
What’s going on?
You’re putting in the time and effort to deliver high-quality content your audience should love. So, why aren’t you seeing the results?
The answer is that you’ve only completed one part of the content marketing equation.
Creating quality content is, of course, essential. Blog posts, white papers, eBooks, email, social media posts, and other types of content are all excellent ways to boost SEO and brand awareness.
However, all of that can only happen if people see your content.
After writing content, the next step is to get in front of as many interested eyes as possible. And the best way to do that is through content amplification.
What is Content Amplification?
Content amplification simply means getting your content in front of a wider audience using digital channels.
Just as a megaphone amplifies your voice to people sitting far away from you, content amplification broadcasts your message to an audience beyond your website.
You might already be using some B2B content amplification strategies without realizing it. For example, using paid search to drive people to a downloadable ebook is content amplification. So is running Facebook ads to promote a landing page. Sharing your blog posts on your business and personal social media channels (then encouraging your team to do the same thing) is another form of content amplification.
Essentially, anything that puts your content on a different digital platform or channel counts as content amplification. The thing is, some ways of amplifying content are more effective than others.
Why is Content Amplification Important?
Do you ever feel like you’re shouting into the void when you publish a blog post on your website? That’s because you are. Sort of.
There are over 7.5 million blog posts published per day. Yes, you read that right – 7.5 million blog posts get published per day.
That number will only grow as more individuals and businesses recognize the power of frequently published content. It’s easier than ever for anyone with internet access to write whatever they want and toss it on a website.
Some of the content is worthwhile. Other content is, well, not great. Not good, in fact. Ok, some (a lot) of the content published is downright garbage.
One of the ways search engines weed out useful content from the rest is by seeing how many people are reading it. The more people who read your content, the higher you rank.
Without content amplification, your content is not going to be see. Much less engaged with.
We know, it’s harsh. But that’s the reality.
And you need to recognize that reality to understand why content amplification is so critical.
With content amplification, you take your “shouting into the void” blog post and put it into a larger conversation that’s taking place online with your ideal audience and potential customers.
You can think of content amplification like attending a cocktail party. Instead of being the one hanging out in the far corner of the room watching everyone else have fun, you’re in the middle of the action, chatting it up with the other party-goers and meeting new people. You’re an integral part of the larger conversation instead of just someone standing on the sidelines, waiting for someone to say hello.
Developing a Content Amplification Strategy
So, now that you’re on board with content amplification, what’s the best way to do it? Here are some things to consider as you develop your B2B content amplification strategy.
1. Have a goal in mind
What do you hope to achieve by amplifying your content? Is it brand awareness? Increased conversions? Being seen as a thought leader? Knowing the end game will help you decide which pieces to amplify and where to maximize your exposure.
Keep in mind that you’ll have different goals depending on the content you’re promoting. For example, if you want to amplify a white paper, your goal might be conversions. If you’re amplifying a blog post, the goal could be brand awareness.
2. Only amplify your best work
Let’s be honest. Not every single blog post you’ve published is a home run. Some of it barely sees the light of day for good reason. It’s ok—that’s how it is for everybody!
The key to successful content amplification is only boosting content that really knocks it out of the park. Don’t waste your time (or money) amplifying so-so content that doesn’t engage your audience or put your brand in the best possible light.
Take some time to go through your content to see what is the most beneficial for your audience. Use your metrics to determine which posts are getting the most engagement before you decide to amplify them. For example, if one post has five views and another has 15, go with the one that has 15.
3. Collaborate with others
You don’t need to be the only voice speaking from your blog. Adding quotes from authoritative experts is a great way to amplify your content.
They’ll be happy to share your published piece with their audience, which instantly grants you access to a whole new group of readers. Plus, adding experts to your blog post can boost your SEO, helping your posts rank higher organically.
4. Use Content Amplification Tools and Services
You don’t have to do content amplification alone. Actually, it is incredibly difficult to imagine successfully implementing a B2B content amplification strategy without enlisting the help of some content amplification tools and services.
Here are some of our favourites:
PR Newswire is excellent for sharing press releases with the world. Their network includes over 550 news content systems, 3,000 media outlets, 4,000 websites, and a community of over 20,000 email subscribers.
All you need to do is write a press release, share it, and voila! It will instantly be shared with thousands of people, including potential leads and journalists who might pick up the story to share with their readers.
You’ve already written your blog posts. Why not share them here to get extra exposure?
Break out of your brand’s platforms by using Converge. We'll do all the amplifying for you by promoting your content to our channels, social platforms, partner newswires, and email subscribers. In addition, your content will be seen by business influencers who are interested in your niche.
Perhaps the best part of using Converge is that your content is promoted consistently for as long as it remains on our site, putting your brand in front of new audiences every day. Just publish your blog and let Converge do the rest.
Turning employees into company advocates can be a powerful content amplification strategy. But, of course, it only works if employees remember to share company content updates on their social media feeds.
Enter Gaggle AMP. This tool lets employees quickly share content from your company’s social media feeds to their network. In addition, Gamification options encourage employees to engage in friendly competition. (You can decide how to reward your top participants!)
This social media tool acts as a content scheduler, allowing you to pre-schedule social media posts ahead of time. One thing Meet Edgar does that sets it apart from other social media schedulers is re-publishing posts once it reaches the end of your queue. That keeps your social media feeds fresh even when you’re out of time to create new posts.
For more information on the tools and above, as well as more suggestions, take a look at our article, 'How to Use B2B Content Amplification Tools to Drive Traffic to your Website'.
5. Consider Paying For Amplification
Sure, using the free tools we all have at our disposal is a good idea, and you absolutely should do that but, here's the thing - that's what everyone else is doing too.
And that's why there's so much noise online.
Instead of only going down the free route, one of the best ways to stand out and get ahead of your competitors is to pay to amplify your content. Stop competing in, and start owning those crucial channels. And there are many ways to do that (not all of which are expensive).
PPC advertising on Google or any one of the social media platforms might be the way to go. Relevant newsletter sponsorship or website sponsorship could be a great idea. Maybe you want to sponsor a podcast that your ideal audience loves?
You'll need to do your research to figure out where best to spend your money, but getting this right could be a gamechanger for your content marketing ROI.
Use These B2B Content Amplification Strategies, Tools, and Services to Reach a Wider Audience
There’s no question that content marketing is critical for your business. With content amplification, you can ensure that all the content you have spent so long creating gets in front of an audience, helping ensure it gets a better return on investment.
There’s no reason to shout into the void any longer. Instead, bring your voice into the larger conversation happening in your niche. Use these content amplification strategies, tools, and services to reach a wider audience, get more followers, and drive more traffic to your website.