We’re well into 2021, yet it seems that so many of our marketing strategies are still stuck in the mid-2010s. Most content strategies revolve solely around appeasing search engines (keywords, rankings, traffic) and serving business objectives (new product launches, feature sets, sales). What’s missing from these strategies is what your potential customers actually need and want.
Here in 2021, the customer is king, and a lot of content marketing needs to undergo some serious changes to reflect this new normal. That’s why we’re here to introduce a whole new, modern era of marketing centered around a customer-centric approach.
It’s called amplified marketing, and we’ve already started to see it outpace the business-centric content marketing of the past. Amplified Marketing is the next generation of enterprise marketing that focuses on putting relevant expert interviews and conversations at the center of your content strategy. Those ideas and pieces of thought leadership are then amplified throughout your marketing and business strategies.
So What Are the Differences Between Amplified Marketing and Traditional Content Marketing?
In traditional content marketing, you might write a post and a few social media messages to promote that post, then push it out and immediately move on to the next post. The problem with this is that you leave a lot on the table for content exposure and value. The content could still be utilized across platforms and cut up into different formats for those different channels. This is where amplified marketing comes into play; it takes your existing content marketing strategy and adds more value to customers while also increasing your content distribution.
But don’t just take our word for it. We wanted to bring you real-world examples of our current Casted clients experiencing the results of amplifying their content with our amplified marketing approach. Read on for expert insights, as well as to learn a bit about how you can start to incorporate amplified marketing into your current strategy.
Start with a Recorded Conversation
One of our most successful strategies has been using an audio podcast format to amplify our message and bring informational content to our listeners. While many think of content marketing as a sales pitch, at Casted, we know it’s about creating a meaningful relationship with our audience. And as with any strong relationship, it all starts with a good, memorable conversation. Podcasting is no different. ZoomInfo’s Sam Balter, who hosts a podcast cleverly titled “Talk Data to Me,” joined Casted on a podcast and shared how important it is for any successful amplifying process to begin with quality content.
“I’d say for those starting out, I would encourage people to really narrow into what is going to be a good show on its own and not necessarily get bogged down with a lot of the kind of marketing processes that often happen at large companies.”
He then added, “A lot of the time, you see marketing teams run this content for content’s sake process, and it’s not always the most beneficial.”
According to Sam, “If you make delicious food, people will eat it.”
LogicGate’s Carolyn Chapin also shared her insights, specifically on how incredible it has been to start with that spark of a conversation (podcast), then amplify it and watch it grow.
“Taking the podcast and using the Casted clips, and the videos that we capture when we’re recording the podcast and placing those in different channels and using them throughout our strategy. Then also using the podcast to actually connect with both the guests who are appearing there, but also with the community that we’re trying to build in the risk management space.”
SEP’s Kelly Wilson and Zac Darnell also discussed their Behind the Product podcast, which Zac shared he sees as “a way to connect with folks in a different way, and just sit down and have a conversation.”
He added, “You get so much more context in the conversation versus things like a blog post, or even just a conference talk.”
BlueCat's Dana Iskoldski shared similar sentiments about the power of podcasting and a great conversation.
“And we're all about building community, however you measure that or define that, and how do you allow people to make connections through content? And we realized, blogging might not necessarily be the best way. Podcasting gives you so much flexibility, and it's still kind of new, you can do a lot with it. You can turn a conversation into something valuable for other people.”
Wringing Out the Content into Other Formats and Channels
One of the primary ways we see such success with our podcast is by amplifying that content to other mediums. A belief that we share with our clients.
A prime example of this is one of our users, OpenView’s Meg Johnson, who joined us to discuss her unique take on creating a “content carousel,” and Lumavate’s Stephanie Cox and Michelle Lawrence. They went into great depth on getting the most out of their content (and how you can, too). In the podcast, Stephanie went on to give this helpful advice:
“I think when we start to think about podcast content, I think there’s a misconception that you launch a podcast out, you put it on iTunes, Spotify, at your website, everywhere ... how do you turn a 30-minute episode into blog posts, social posts, audiograms, just different pieces of content and use that to fuel your content strategy?”
Watch Engagement to Improve Your Content Strategy
Once you have incorporated the amplified marketing strategy and have begun to flesh out content across channels and beyond, your next step will be to keep a close eye on engagement. After all, you need to know what content the audience is responding positively to — and more what content they aren’t —to keep your audience engaged.
OpenView’s Meg Johnson spoke to the value of using Casted's metrics specifically. She shared how “Casted metrics have been extremely helpful for us as we look through what episodes are performing the best. Whether it's the person or the topic, it really allows us to dive a little bit deeper than just that general downloads or that general listens number.” She added the extreme importance of “always doing a pulse check on your audience and what they want and what they need at that moment.”
Interested in learning more? Check out our Amplified Marketing Playbook, or contact us today to hear how we can help you be seen, heard, and known.