When you spend a considerable amount of time and effort creating content, you want to make sure you’re extracting value from it. One of the primary ways you do this is by generating traffic and clicks. But where do you start?
5 Content Amplification Tactics
One of the great paradoxes in the world of content marketing is the fact that the best content doesn’t win – the best promoted content wins.
When you have an average piece of content with great promotion and a great piece of content with average promotion, the better promoted content will be more successful nine out of 10 times. It’s all about strategic amplification that connects your content with the right people.
Not sure how to promote your content for best results? Here are a few helpful tactics:
1. Use a Multi-Channel Paid Strategy
There’s nothing wrong with developing an organic strategy, but don’t completely shy away from paid traffic. For just a few dollars per day, you can exponentially increase your clicks and virality.
According to Marcel Digital, the best paid search strategies utilize both Google and Bing ads. While Google might be the leader in market share, Bing continues to close the gap in popularity. By tapping both, you increase your exposure and traffic.
On top of paid search, paid social ads through platforms like Facebook, Twitter, and LinkedIn can provide additional clicks. (Facebook is especially powerful if you have a micro audience that you need to target with precision.)
2. Schedule Multiple Social Posts in Advance
It’s not enough to push out one social post when your content goes live. Social content has a short shelf life and you should always promote content multiple times. Go ahead and pre-schedule four to eight different posts over the next week.
3. Create a Video Version
Always think about ways you can repurpose and fragment content to get more value out of what you’ve created. Video is one of the best options.
Take the post you’ve written and create a 60-90-second video where you talk about the basic gist of the article and summarize a few of the main points. You can then share this video on YouTube and social media, but you can also embed it into the blog post or article itself. (Google loves video and will give you a slight bump for including it.)
4. Leverage Experts
When developing content, it pays to quote experts, thought leaders, and influencers in and around your industry. (If you can get them to provide you an original quote, great. Otherwise you can pull quotes from their own blog posts or interviews that are available online.)
Leveraging experts does two things. First off, it adds credence to your content. It makes it seem more credible than if it was just you saying something. Secondly – and perhaps most importantly – it increases the likelihood of having your content shared by people with large audiences.
Once your post goes live, contact the experts to let them know (email and social media direct messages). If they like the post, they might share it with their tribes. In some cases, this can double your traffic in a matter of hours.
5. Tease With Email
Don’t underestimate the power of email. If you’re smart about how you leverage it, you can drive some serious traffic from a simple email to your blog post.
One of the preferred ways to do this is to tease the content in an email to your marketing list. You do this by including very concise copy – no more than one or two sentences per paragraph – where you build a little intrigue and curiosity for the post. Then at the end of the email, you encourage people to click the link to get the full scoop.
Another tactic (which can actually be used in combination with this one) is to send emails five, three, and one days prior to the publish date. These emails should focus on building anticipation in advance of the post going live. If you do it correctly, your email subscribers won’t be able to resist reading the post once it’s published.
Get Your Content Noticed
Every brand is different. You have your own set of unique strengths and advantages, as well as various weaknesses and vulnerabilities. Developing a content amplification strategy is all about picking and choosing techniques that work with you (rather than against). Find the tactics that you believe will work best for you and go from there.