Content marketing has taken over the world of advertising so much so that renowned marketer Seth Godin has declared it the only type of effective marketing left for brands.
There’s several reasons why companies have turned to content as a way to attract consumers and build brand loyalty:
- Two thirds of consumers are more likely to buy from brands that deliver custom content.
- Interesting content is one of the top three reasons people follow brands on social media.
- Google’s latest search algorithm focuses on quality and frequency of content when ranking search results.
The problem now is that creating quality content is no longer enough because everyone else has the same idea. But you’re not just competing with other companies anymore, you’re also competing against your audience’s friends and family members thanks to the rise of user generated content. Consider this: every day there are 2.5 billion content items shared on Facebook, 500 million tweets and 182 emails sent. In order for your content to cut through the noise you not only need to have amazing content, you need a way to spread the word quickly and cheaply. This is where content amplification comes in.
What is Content Amplification?
Many people view content amplification as a simple advertising strategy, but it’s much more than that.
There are two defining features of content amplification:
1. It allows you to get your content in front of a large audience with little money.
2. It helps build a community around your brand.
But it goes beyond simple sharing and should start well before you hit the publish buttons. In order to have a successful amplification strategy you first need to outline your goals. What do you want to accomplish? Do you want more sales, leads, brand awareness or links? Your answer to this question will ultimately shape the tone, voice and, more importantly, your audience. Once you know your audience and understand who they are and what kind of content they prefer, you can then focus on upgrading your content marketing strategy with the following tips.