How To Use Content Amplification To Reach Your Target Audience
So, you have created quality content on topics that are relevant to your audience. It is SEO optimized, attractive, and unique. However, your site’s organic traffic is not increasing.
It seems that the content that you have worked so hard to create is of no interest to anyone.
What is the reason?
The point is, great content doesn’t enhance itself (although it certainly can have a positive impact on your brand among those who read it). Without proper amplification, your work is likely to go unnoticed and simply get lost among the other 7.5 million blog posts published daily.
Content with poor visibility attracts few views, has low engagement rates, and leads to lower traffic. It is unlikely that you dream of such a return on investment.
The sad reality is that without amplification, even the best-written content will be seen by only a small group of people. According to BuzzSumo research, 85% of all content gets less than 10 shares.
Less than 10!
On top of that, a study by Backlinko found that 94% of blog content contains no links at all. Most of the remaining 6% contains only 1 link.
And finally, an analysis of the ahrefs platform showed that 91% of all content receives zero traffic from Google.
So while your new content may suddenly go viral, the chances of it happening are slim if you’re in the statistical majority.
Don’t be in a hurry to panic and think about how to increase the visibility of the content – not to mention its attractiveness.
Amplifying content can solve your problem.
WHAT IS CONTENT AMPLIFICATION?
Content amplification is the process of distributing the content you create, whether it be blog posts, videos, e-books, or other activities. This can be done through free organic channels, which include social media accounts, a blog on your site, and email newsletters. There are also paid channels such as PPC (contextual advertising), PR, newsletters, and magazines, as well as content distribution and syndication platforms.
Content amplification can be thought of as promoting or distributing content.
HOW TO AMPLIFY CONTENT?
Services and products never sell on their own. In the same way, the content will not automatically start to be popularized after publication. However, with the right gain plan, you can spin it up.
Get comfortable and start reading. Now you will learn how to promote content.
WHAT’S STOPPING YOU?
Let me start with the obvious and explore the reasons why you are not amplifying content yet.
The vast majority of people (85%) believe they don’t amplify their content enough or not at all.
80% of them said that this is due to the lack of time they spend on other tasks.
Respondents also cited lack of stakeholder support, limited budget, and concerns about over-advertising as reasons. However, the main problem, of course, was the lack of time.
1. Find time
Easier said than done. But it’s necessary, isn’t it? If your content isn’t producing results, you don’t have to bother creating it.
One of the easiest ways to find more time is to stop devoting most of your workweek to content generation. Instead, you should focus on amplifying the material you’ve already published. Chances are you already have a collection of great content—find the right audience for it.
Tip: Add a content boost to your plan right away and schedule it. If you treat it as an integral part of the workflow, and not as something secondary, then the task will be completed. As a result, you may create less content, but it will bring better results.
2. Analysis plays a key role
Before amplifying content, you need to understand where it needs to go. In fact, you should consider a distribution strategy before you even get started. You will generate content based on where it will be published.
So, take the time to find places where your target audience often appears.
Are your potential customers connected to the B2B industry? Try to find media platforms and social networks that cater to this audience. Perhaps your clients are dog breeders? Are there Facebook groups or Reddit communities that you can be a part of?
Maybe you want to attract muscle car enthusiasts? Show your content to a popular magazine and try to get published in it.
Tip: Don’t try to advertise everywhere – your content needs to be relevant to the audience you’re trying to reach or you won’t get any response. Don’t waste a lot of time on useless things (which is surprisingly easy to do). It is better to find places where advertising will work and focus on them.
Trying to amplify content on platforms that don’t fit with your target audience will only diminish its effectiveness.
3. Rely on your own audience
Your customers and audience are the best ambassadors for your brand or content. They appreciate you. And if they’re happy with the value you provide, they’ll be willing to tell others about you.
So, use the trust and loyalty you’ve already earned to grow your presence in new places and in front of new audiences. Ask existing customers to engage with and share your content.
With the help of likes, comments, and reposts, they distribute your content in their networks. This allows you to find new audiences.
The best thing about this tactic is that it is very easy to implement. You just need to ask.
For example, if many people are subscribed to your mailing list, you can make it easier for them to share your content with calls to action and a share button in the email.
Tip: The more personalized the request, the better the response. It will take more time to compile it, but the result is worth it.
4. Use outreach in moderation
Yes, outreach can be a powerful tool, but only if used correctly. Don’t spam and ask people to share your content – it won’t work. You must work delicately.
Find the right people and make sure you personalize the email you’re about to send. Research information about this person, their job, and the type of content they like to consume. If done right, the email you send will resonate with them much more. They will appreciate your efforts, which will greatly increase your chances of getting a response.
Never be intrusive, but try to make your content as easy to access as possible. For example, create a template for a tweet or LinkedIn post that only needs to be modified slightly. You can also provide several ready-made options from which they can choose their favorite.
Tip: In emails, be sure to thank people for their time and offer a favor for a favor. Reciprocity is always welcome.
5. Paid promotion
Saving is good. If you can achieve the results you want solely with free amplification methods, then everything is just great! However, organic reach these days is not what it used to be. Your content may need some extra help in order for people to accurately notice it and start interacting with it.
That is why it is worth considering the possibility of using paid amplification methods.
Only 32% of people surveyed had a budget for content enhancement. The very fact that only such a small percentage of respondents have money points to business opportunities. You will have fewer competitors where you want to advance. Advertising spending will give the best results when you have few competitors.
Note that out of the above 32% of those surveyed, 93% of respondents said that paid amplification had a positive effect on their results.
The conclusion is simple: almost everyone who has paid for the distribution of their content believes that the money was well spent. With this in mind, you might want to allocate more funds for reinforcement and see if this will help you achieve better results.
So, what paid methods can be used? Lots of options:
- search advertising;
- advertising in social networks;
- advertising in newsletters;
- native advertising;
- influencer advertising;
- platforms for publishing and amplifying content;
- event sponsorship;
- and much more…
In fact, almost anywhere your potential audience is, you will have some way to invest and get attention. Do a little research and see what options you have.
Tip: Of the paid channels used, social media ads (100%) and search engines (53%) were the most popular. It is unknown if this is due to their effectiveness or if they are simply the most obvious. However, these places usually have the toughest competition, so it’s worth considering more niche channels as well.
IN SHORT, WORK
The main conclusion that suggests itself from the results of this article is that it is becoming more and more difficult to promote content every day. Organic traffic is declining and the big companies that can bring it in won’t help you without generous pay.
Without a smart content amplification strategy, the outlook is bleak.
In today’s ultra-competitive environment, you will have to constantly fight to get your work noticed. When it comes to content marketing or content amplification, don’t expect all problems to be solved as they come up. You must work hard and constantly.
It will take a lot of effort to get the content to start attracting more of the right people. Make sure that developing an effective amplification strategy becomes part of all your future campaigns. This way you are guaranteed to increase your ROI on your content.