The sad fact is that even the best-written content will only get seen by a small group of people if it isn’t shared. While your content might rank in search results, organic traffic is just one way to get people to your website. If you’re counting on organic traffic as your entire content strategy, you are missing out on a huge opportunity to grow your following.
In addition to organic traffic, websites can get traffic from sources like:
- Paid search
- Social media
- Referrals from other sites
Before you start to panic as you consider how you’re going to find the time to write new content for each of these mediums, keep in mind that you can publish the same piece of content to multiple places through content amplification. Here’s more about why content amplification is your secret weapon for turning every piece of content you create into a magnet for your audience.
What is Content Amplification?
When you amplify your content, you promote it to multiple audiences through different channels. You might also think of content amplification as “content promotion” or “content distribution.”
People interact with brands and their content in different ways. You don’t want to lose an opportunity to engage your social media followers by only posting blog content on your website. At the same time, you don’t want to neglect your email followers by only posting updates on social media.
You need to use every channel at your disposal to get your content out there and reach your target audience. In return, you will have a better chance of ranking on search engine results. You’ll also earn backlinks, which is crucial for improving your SEO rankings.
Why is Content Amplification So Necessary?
There are over 3 million blog posts published every single day in the world. People are bombarded with new content everywhere they look online. You need to stand out from the rest of the noise being produced and published online that competes with your content, either directly or indirectly.
Now, that doesn’t mean you should be everywhere. After all, only a tiny fraction of the 3 million posts published every day will be relevant to your niche.
Think about where your audience is before you start amplifying your content. For example, consider publishing your content on websites that target a business-minded audience for B2B content amplification instead of consumer-facing platforms. Trying to amplify your content on platforms that don’t align with your target audience just adds more noise and dilutes your brand.
Use These 10 B2B Content Amplification Tools to Integrate Content Amplification into Your Content Marketing Strategy
The one consistent thing we hear from marketers is that they just don’t have enough time to amplify their content. Manually publishing your content on social media, emails, paid ads, and your website can take up a lot of time!
Fortunately, many tools are available to help you amplify content without taking up too much of your time.
Here are 10 of the best B2B content amplification tools available today. Most of them require a subscription fee, which can be well worth it when you consider how much time you’ll save on manual labour and how much more business you will get from amplifying your content.
1. Meet Edgar
Posting on social media is a great way to amplify written content, but staying on top of your social calendar can be tricky. There are a lot of apps out there that let you schedule content ahead of time, but what happens when you run out of time to create new posts?
Meet Edgar is a social media content scheduling tool that automatically pulls posts from your library and schedules them for you. It will re-publish high-engagement posts and is smart enough to alternate between evergreen and promotional content to keep your calendar fresh and updated.
If you want an all-in-one platform to create and publish a website, blog articles, social media posts, and emails, check out HubSpot Marketing. The main benefit to HubSpot is that it lets you manage all your content in one place without jumping around from one platform to another. You can add on a bundle to get a starter CRM (customer relationship management) system.
Although convenient, HubSpot is a bit more expensive than other options. It’s best for businesses that don’t already have systems in place (or that are ready to abandon all their current systems to adopt a new one).
Why limit yourself to only amplifying content on your brand’s platforms? Converge offers a unique opportunity to boost your content on their amplification platform. When you publish content on Converge, it is promoted on their website and social media channels, as well as to business influencers, and partner newswires. And, unlike some other sites, the content on Converge is never hidden behind paywalls or subscriber walls, so there’s nothing stopping it reaching your target audience.
When you become a Converge member, your content will be amplified constantly for you, for as long as it is relevant - perfect for marketers with little time available. In addition to Converge amplifying the content you publish on the platform, you’ll also be able to measure the performance of each piece of content so you can see what type of content works best for Converge’s B2B audience.
Get in-article ad placement that directs readers to your content using Outbrain. This widget is available for B2B and B2C companies that frequently publish engaging, valuable content on their website. The widget automatically directs users to your content when they read a related article, creating an engaging user experience that adds value to the reader.
Pre-schedule your B2B social media posts on all platforms using Buffer. Then, “re-buffer” existing content whenever you want to promote older content. Engage with your followers directly through the app instead of going from one platform to another to read and respond to comments, messages, and questions. Use Buffer’s analytics to determine the best days and times to publish content for maximum engagement with your audience.
Every business with a blog should also have a Medium account. This is an easy platform to use for amplifying your blog content and reaching a larger audience. Medium is ideal for businesses of all sizes, including those that are new and don’t yet have an active follower base. It’s free to join and publish content, or you can pay a nominal fee for a membership to get access to even more features. Because you can only publish blog posts on Medium, and Medium don't further amplify the content you publish, this platform should be seen as just one tool in your more extensive B2B content amplification toolkit.
Use Taboola to create native ad experiences for users or promote sponsored content that drives more traffic to your website. Taboola’s format makes it more likely that users will share your content with their networks because it displays your content on related articles. Taboola also works with videos, making it ideal for any business that prioritizes B2B video content in its marketing strategy.
8. PR Newswire
Share your news and press releases with the world using PR Newswire. This content amplification tool is most useful when you want to share exciting news about a product launch or upcoming event. Simply upload your press release to PR Newswire, and it will be broadcast to a broad content distribution network of over 4,500 websites, 3,000 media outlets, and over 550 news content systems.
Out of all the social media platforms available, LinkedIn is the most useful for B2B companies that want to expand their reach and turn employees into thought leaders. You can publish articles directly on the platform or combine them with another content amplification tool to automate your scheduling.
People love reading lists! They’re quick and easy to read, and the best ones have actionable ideas readers can implement immediately. Listly is a content amplification tool that lets you create and publish lists on their platform and your website. Update your lists from anywhere using the Listly mobile app, and ask your followers for their contributions to increase engagement and continue to curate valuable content.
Which B2B Content Amplification Tools are Right for You?
Content amplification is essential if you want to properly leverage your content to grow your audience and expand your reach. Use any of these tools, or a combination of multiple tools, to get your content in front of as many eager eyes as possible.
Save time by working with a content amplification tool that distributes your work to the world for you. To learn more about content amplification and how it can benefit your B2B audience, or to get started with Converge, contact us today.