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Content Amplification: How to Get More Eyes on Your Content

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Visit Worldometers to see how many blog posts have been written so far today, the day you’re reading this. The day we published this, it was over 3 million. That’s a lot of competition for eyeballs.

Enter amplification and promotion, the processes by which you help your content reach a wider audience. Below you’ll find some of the most proven and effective ways to amplify your reach.

>> Download the Whitepaper: How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel

Paid social (Twitter, Facebook, LinkedIn)

If you’re hesitant to use social media to amplify and promote your content, consider the following:

content promotion

Paid social is exactly that — the ads you see on social media that are labeled “sponsored” or ”promoted,” and they can increase your reach significantly. With just a little effort and money, you can take the information gathered through content intelligence and buy advertising that targets those most likely to be interested in your product or service. Social networks will only promote your ads and articles when and where your target audience is most likely looking.

Email list rental/borrowing

According to a MarketingSherpa survey, 72 percent of consumers chose email when asked how they prefer companies communicate with them.

However, most experts agree that paying for an email list is a bad idea (for more on why, read this HubSpot post or this one from OptinMonster). A better idea: renting or borrowing an email list.

using newsletters for content amplification

What’s that? That’s when you ask a brand with a significant, relevant audience to send its own subscribers an email, one that encourages them to subscribe to your newsletter, download one of your gated assets, etc. This can work two ways — you can pay the brand to do this, which is considered list renting, or you trade the favor, which is list borrowing. Both can help you grow your own list quickly and substantially.

Native advertising

According to a 2016 study, consumers interact with native ads 20 to 60 percent more than they do with standard banner ads, and The New York Times reports that their readers spend the same amount of time on paid native posts as they do on news stories. So, what is native advertising? Think of the infomercials and advertorials that look like news programs, talk shows and print news stories. Those are classic examples of native advertising.

using native advertising in content amplification

Today, native advertising companies like Outbrain and Taboola promote your content to the top sites online, then redesign your content to conform to the editorial standards of where it appears. Native advertising is a kind of content camouflage that makes your content look and feel like the ads, articles and content surrounding them. Your blogs and articles look like the articles, stories and ads consumers would expect to find on the site they’re visiting. And even though they may be subtly labeled as some form of sponsored content, they are most often not recognized as sponsored content by the reader and are more likely to be consumed.

Besides the benefit of reaching a larger audience, the other great thing about native advertising is that when consumers engage your native ad or article, it drives the traffic to your blog or site.

Native advertising enables you to present your content to a greater audience, on premium websites, in a nonintrusive way. The end result is more eyes, bigger brand awareness, and a higher probability of consumer engagement.

Influencer marketing

Influencer marketing is when you partner with people who have public sway and an audience similar to yours and get them to recommend your product or service across their sphere of social influence. A successful influencer campaign begins by identifying the influencers who create and share content that is relevant to your target audience as well.

using influencer marketing in your content amplification

Next you’ll want to develop a relationship with them. Do this by:

  • Following them on social media
  • Liking, linking, retweeting and sharing their content

With a little luck, they may begin talking about you on their own, but more than likely you’re going to have to pay for their praise

A typical influencer campaign will have them evangelizing for you on their personal social channels and in the content they create. This can be an effective way to grow your brand, credibility and audience.

Our latest whitepaper explains how to use various types of content in automated marketing campaigns to nurture your prospects through your sales cycle. For the complete guide, download “How to Leverage Content Marketing to Power Your B2B Marketing Automation Funnel.”

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