With today’s focus on customer experience, smart brands are looking for ways to boost content marketing strategies for stronger relationships with potential customers. Yet time and money spent creating in-depth, well-articulated content is just the beginning. The best content in the world is meaningless if no one is paying attention to it.
The days of using ad-hoc tactics to promote content are over, and savvy brands are employing content amplification strategies to place valuable information in front of the right people at the right time. Moving your content from publication to distribution seamlessly requires a plan. What does it look like, and how do you choose the right content for amplification?
Content Amplification Explained
With tons of amazing content available today, businesses looking to differentiate are pursuing content amplification to get their messages in front of the right people. That means sharing content beyond the initial publishing source and in some cases marrying it with social advertising for increased reach and engagement. Blogs, articles, infographics, web pages and other content assets that have already been published are placed strategically onto a variety of social media sites and other high-traffic networks, improving impact and reach. Bottom line? Content amplification done well puts your best content in front of the customers you want to reach.
Choosing the Best Content to Amplify
Your challenge is to boost valuable content that will have the most impact on business goals. So how do you choose the right content to amplify? Keep in mind while consumption metrics like social shares are important, making the right selection requires looking a little deeper to reveal underlying reasons why content is being shared in the first place. Is it funny? Is it making a major business announcement? Determining why content performs well and then mapping those insights back to business goals is a first step in choosing which content to amplify.
Without identifying the “why” behind a successful piece of content, you could be putting money into something that’s not actually achieving any real purpose – besides getting a laugh, for instance. Supporting content that furthers brand messaging and resonates with your audience is key. Find content that performs well organically, but has meaning. Then promote it beyond organic reach through paid campaigns.
Social advertising can help build your audience with a goal to expand your reach to potential customers who haven’t necessarily experienced your brand. Keeping content tied to brand messaging with a clear call to action (CTA) is critical. Whether it’s a whitepaper to download, a video to learn more about the business or a blog to read, content needs to be meaningful to those that consume it while at the same time providing information about your business.
Assess Content Performance
Data is essential to marketing success, and the right performance indicators can help you maximize amplification efforts. Use these indicators to recognize content worthy of amplification:
- Time Spent on Page – A key metric for understanding the behavior of people who come into contact with your content, time spent on page helps identify what readers find useful. Particularly with long form content, a lengthy amount of time spent on the page assumes people are reading it all the way through as opposed to sharing quickly or browsing and dropping off. Amplifying valuable content is the goal, and time spent on page is a key metric.
- Page Views – Another great consumption metric, page views helps you measure reach, offering a baseline of sorts for comparing the performance of different types of content and identifying trends over time.
- Social Shares – Social proof indicators like shares and comments serve as evidence that content is valuable and people like it, but shouldn’t be the end all be all to your success metrics.
Effective Content Amplification
Defining performance goals at the beginning of a content amplification strategy makes it easier to promote to identified metrics. Besides, this is also where accountability lies. With social advertising, the ad type often is defined by the goal. With Twitter for example, it’s possible to design an ad that reflects tweet engagements, website clicks, conversions, video views or app downloads. Setting the right performance goals from the start helps align your amplification strategy with intended outcomes.
Clicks on an image are not the same as website clicks, and having clear performance goals defined ahead of time can clarify these outcomes. Without the right goals defined, a tweet could perform well but may not deliver the success you’re looking for, whether it’s link clicks, engagement, etc. Without context, it’s difficult to determine performance, even if the numbers look great.