Are you getting the most out of your content marketing efforts?
You may have adopted different content creation strategies thinking it’d be the cure-all for your marketing needs, only to realize that adding more platforms doesn’t necessarily reach the right people.
Every day, content creators:
That’s a lot of content. And in such a crowded space, it can be challenging to stand out.
Your content may be unique and high-quality. But you still need to reach your target audience, which means it could come down to who shares it more.
If that’s the case, then it’s time to consider how you can amplify your content.
Why Use Content Amplification?
Content amplification helps you publish, promote, and distribute your content further to increase its reach.
But why would you need that when you already have great content? Well, the purpose of content amplification is to ensure that people get to see and consume your content so you can benefit from it.
By increasing the exposure and reach of your content, you also increase the probability of earning more quality backlinks. That’s because link-worthy content is rooted in breaking industry research, proprietary findings, and ultra-relevant information.
Quality links and content, in turn, help you:
- Improve your search engine optimization (SEO)
- Rank better in the Search Engine Results Pages (SERPs)
- Promote your brand
- Increase brand mentions
- Get more traffic, leads, and conversions
Let’s take, for example, a small business that sells pet toys. Its marketing team focuses heavily on organic-only strategies, yet 50% of its traffic comes from various sources like paid search, display ads, referrals, social media, and email over six months.
Thanks to analytics, they can see where they need to focus more of their efforts to reach audiences on those channels. That’s why content amplification is a must for any digital marketing strategy.
Let’s look at how you can do it from start to finish.
1. Have a Conversation, Formal or Informal
We all have conversations every day. They’re natural and happen with or without us thinking about them.
What do conversations have to do with content strategy? Well, they should be original, authentic, and securely founded on what your target audience wants to hear.
When planning on the kind of conversations to have, focus on your audience. For instance, if you’re interviewing an expert, let the conversation be about what they have to say that your audience will find relevant. And make the conversation as natural as possible — not scripted.
Where do you get these experts?
Many businesses have internal experts who hold all sorts of valuable knowledge. When you package this knowledge appropriately, you can get the valuable thought leadership content you need to engage clients and prospects.
Whether it’s a formal or informal interview, talk to experts — whether it’s your partners, customers, or even prospects — and turn their knowledge into accessible thought leadership material.
Ideally, they should have expertise in and passion for the topic that matters to your audience. Find out what your audience wants to get from the discussion. Do they want to learn, come away with tactical how-tos and inspiration to do more, or be entertained? Whatever your answers are to these questions, provide them through your conversation.
By the way, there’s no specific length or number of conversations you can have. Just make sure you have a compelling expert on the topic and then wring out different content formats from each conversation.
2. Record the Conversation and Share It
Nothing ruins a great conversation like poor production quality, whether you’re running a B2B podcast or video stream.
Sure, you can use a simple smartphone app, Dictaphone, or whatever tool you’re comfortable with to capture the audio and video. But, you can find basic microphones and headphones that won’t cost you much and will elevate the sound quality.
Investing in the best equipment can help you record your interview and focus on the conversation. Plus, you save more time recording your conversations as you can transcribe them automatically rather than type furiously.
Our producer, Fabian Rodriguez, recommends that you:
- Use a pop filter and mic cover to get rid of sibilance and plosives
- Soundproof the recording room or studio using acoustic foam or a tabletop compact shield if you’re on-the-go
Check out more tips in this article.
3. Wring It Out Across Other Channels
You have your recording. What next? Wring it out!
- Turn your audio file into a transcript, read through it ruthlessly, and remove all the obvious filler.
- Then read through the slimmed-down transcript and highlight sections you can use. Be sure to find any connections and themes.
- And when you come to write, don’t follow the transcript slavishly from start to finish — dip into it and pull out punchy quotes as needed.
At Casted, we believe in getting more value out of each piece of content you create.
There are countless ways you can repurpose the content throughout your digital marketing strategy and across your channels. For example, you can wring out your podcast content into a series of videos and convert them into multimedia content.
Wringing out content adds exponential value to your bottom line and eases your workload. You also get to produce more content with less effort than before.
Here’s a simple checklist to guide you as you wring out your content:
- Have you exhausted all the possible ways to drive traffic and engagement using a single piece of content? Or are you letting it go to waste?
- Can you think of a new and helpful way to spin or repurpose the content and get more mileage?
- Can you translate the content into different mediums and wring more value out of it?
- What other little nuggets can you pull out for snackable content that your audience will love?
- Is your content yearning to be repurposed into something else new — a blog series, ebook, or social campaign, perhaps?
Wringing out your content answers all these questions. You get to stretch your resources far and wide with minimal effort and maximum reach as you ease closer to your desired ROI.
4. Measure and Reflect
Congrats! You’ve created a stream of content you can amplify across multiple channels and get your message out there.
But that’s not all — you need to evaluate the results of the content you’re producing. Metrics give you invaluable insight into how you serve and engage with your audience.
Here are some metrics you can measure:
- How your audience receives and responds to your message
- Whether your content is a fire or a miss
- The number of listens or downloads you’re getting
- Traffic to your website off your podcast show notes, blogs, or pages
5. Repeat. Repeat. Repeat.
Content amplification isn’t a one-and-done strategy. For the process to be effective, you need to make sure it’s repeatable and use it every time you publish a piece of content.
Think of it as an umbrella that covers several strategies for how you’ll get your content to your relevant audiences. And keep going back to your conversations and amplifying those voices into your marketing strategy.
The only way you’ll grow and stay relevant is to engage and provide your audience with relevant content constantly. As you do this, be careful not to overlook your existing audience. Keep engaging them through content paths that keep them along for the ride.
Work the Amplified Approach on Repeat
It’s not enough to publish great content. You also need to amplify and promote it.
There’s a slew of channels and strategies you can use online to improve your brand’s reach and increase conversions.
Ready to find out how content amplification can help you forge connections that will fuel conversions? Read our Amplified Marketing Playbook to learn more.