Amplification is only one part of a solid content strategy, but it’s an essential one – it’s the means by which you distribute the content your company has created. Yet it’s also more than that. Effective content amplification involves taking a considered approach to how and what you share, and when.
Here are six questions to consider for your company’s amplification strategy.
1. What kind of content have you created?
Ideally your company has a content strategy in place and is creating content with clear objectives. With this in mind, the type of content will also help define the distribution channels it is best suited to. For example, an infographic highlighting a recent study by the company could be shared on social media platforms, in a blog and on partner sites.
2. What are the objectives of your amplification strategy?
Thought leadership, growing your database, increasing brand awareness, traffic to your site, gathering leads and conversions may all be among your objectives. Whether you have one or multiple objectives, it is best to outline them first.
3. What is your amplification budget?
This can be anywhere from zero to unlimited. Regardless, you can and should amplify your content. If you don’t have a budget, look to your owned channels and other opportunities like SlideShare. If you do have spend, consider your objectives and KPIs and allocate it accordingly.
4. Who is your target audience?
Knowing your target audience will help determine the most effective channels to use. An audience on Facebook can be vastly different from an audience on LinkedIn. Keeping your audience in mind will help you target the right people and help you to achieve your KPIs.
5. Which amplification channels?
Your company may be using amplification channels already, but tying them in with a cohesive strategy will dramatically boost your content efforts. Channels include owned, paid and earned media. By segmenting your current amplification methods into these categories you’ll be able to assess which amplification channels you could develop and which areas you could rethink.
6. Has your content been optimised for amplification?
Optimising your content for amplification is an important step for giving it the best chance for success. Doing small things – such as metatagging your articles, choosing an SEO-led title, including images and adding backlinks – will make a big difference.
But don’t stop there. Once you’ve implemented your amplification, monitor it to see what is working the best. You can test different titles and monitor which ones have a higher CTR or more interactions.
Lisa Cugnetto and Louisa McSpedden