The role of content in a digital marketing strategy is as strong as ever before. Having an effective content plan should still be your #1 priority. But what happens after you’ve done everything right and still aren’t seeing the ROI you were expecting? We see this scenario all to often with our clients:
They have worked so hard and paid a lot of money to strategise, create and then publish amazing pieces of content. It gets loaded onto their digital platforms and is now ready for organic growth! This is the moment! This is the piece of content that is going to change their business forever and give them viral success.
It’s at this stage where we see clients get frustrated and some give up before seeing any rewards for their hard work.
It’s hard to blame our clients…I mean, every day you hear “content is king”, and we are absolutely culprits for this. Marketers have made it seem as though content alone will solve everyone’s problems…
Well, the reality is that content is still just as important as ever…but even the very best content strategy will only go as far as a great content amplification strategy will allow it.
Why Content Amplification?
Consistent publication of content is key to driving traffic to your online platforms, but amplification will take your traffic to another level. Especially in a time where organic traffic is becoming harder and harder to attract, having a content amplification plan in place to amplify your content beyond organic is the difference between the businesses just surviving or having great success in the current age of digital.
Ok, So What is Content Amplification
Content amplification is a strategy to increase reach of your content in an effort towards a particular objective. If you are using your own channels coupled with paid advertising effectively, it will help you gain a lot more results, such as:
- Brand Awareness
- Trust & Authority in the Market
Let’s make something clear about amplification…It’s not just:
- A tactic,
- A one-off task
- Something you can easily mark off your checklist
- An alternative to content creatio
So How Do You Plan Your Amplification Strategy?
1. Define your goals
Content and amplification work synergistically. So, it’s important to first establish your objectives and what you are trying to achieve. What sort of content do you need to create in order to achieve these goals?
What are your chosen methods for distribution of this content and what are your prefered paid advertising channels?
Take your time on this stage, as defining your goals is critical to tracking your success. Without clearly defined goals, you are just leading blind.
2. Content Creation Rules
Creating quality content is essential for amplification success. You must also make sure that you have the right content produced to communicate with your target audience at EACH STAGE of the customer journey:
- Awareness Stage: The buyer realizes they have a problem.
- Consideration Stage: The buyer defines their problem and researches options to solve it.
- Decision Stage: The buyer chooses a solution.
- Advocate Stage: Lead becomes a loyal customer that helps promote your brand.
Each stage of the customer journey MUST have a different, targeted and personalised message to ensure that they are properly pulled through the next stages.
Focus your content strategy on meeting your customers needs. Focus on solving a problem with your product and/or service and avoid heavily sales focussed pieces of content.
3. Content Distribution– a.k.a. Amplification
Now that your content has been created, it’s time to organise your amplification strategy. Determine which channels you have access to, which ones your audience resonates with you the most, and which ones you are more proficient at using!
Once you have your distribution channels established, it’s time to map out what the journey of your customer on these platforms will look like. Assign each piece of content that relates to each section of the customer journey and start building your online funnel.
Press the big red ACTIVATE button and amplify your content! (the button is not actually red – purely added in for exaggeration and effect).
Now look, content amplification isn’t really that simple. It takes a lot of different skilled people and areas of expertise. But when mastered well, amplification will be the gift that keeps on giving, and can help your business to achieve incredible success online.
If your business is investing heavily in content, but not in amplification you’re missing out on the true value of what your content can do for your business. Now you know, they need to work hand in hand. Similarly, if you are trying to amplify bad content, you will just be spending good money after bad.
Need help in creating high quality, relevant content for your business, and then amplifying that content to reap the high rewards?! Let’s work together. It’s what we do and what we are good at. Click here to contact us and book a time for a chat!
Check out some recent content we put together for our amazing clients:
Influencer Collaboration Video
Event Highlights Video