Be Seen and Be Heard – How to Amplify Your Content
Content is like a struggling musician’s song. To be heard by a few, it needs to be played a little louder. But to be heard by millions of people, it’ll need a little magic box called an amplifier. Good content is wasted if nobody reads it. And with today’s content going berserk in the number of posts, blogs, and articles, the chances that your precious content will be read are, to say the least, miniscule!
This is why content amplification is necessary to achieve what you’ve always wanted to achieve when you thought about publishing whatever it is you want to publish: good quality content. For me, it will still outweigh a good content amplification strategy. Others will say the latter should be more important. Still other experts will say they should be treated as equals.
For content marketers, the New Year ushers in a feeling of freedom in welcoming new ideas in content creation 2017. It’s the best time to evaluate which strategies should be given more priority in January.
But why do we need amplification when our content is shared in social media platforms way beyond our expectations? Isn’t that what we’ve always targeted? That our article or blog will go viral with more shares than you could possibly imagine. Sad to say, the number of shares in social media does not guarantee content success.
What do we really want?
We need links. And social shares seem to have little influence on gaining links. Look at a recent article in Facebook, for instance. It was about a puppy given as a Christmas gift playing in the snow and in the end, there was a question if you liked the video and if you did, you should share it. It had more shares than comments. But it did not generate any links. And you need those links. Engagement, yes there was but that was it! These kinds of content (quizzes, lists, adorable video and other forms of infographics) are so easily shared because of their feel-good factor but they hardly attract any links.
The mentioned video gained more shares than views. What does this mean? It means, people just shared it without even clicking the video. I suspect it has something to do with the number of content that gets published or brought out in the open. There are about 3 million posts published every single day in the entire web! It’s mind-boggling but true! You are competing with all of these and you’re not even thinking about amplification. So the shares outnumber the views because people want to devour more content in as least available time they have as possible.
By the next week, the video could not be found and was too far down to scroll. This means that the sharing has stopped and it no longer is edible content. That’s why sharing is so limited.
The most attractive
So the first thing to know is what types of content generate and attract the most number of shares and links. Remember, our goal in publishing content is to create valuable information that is worth sharing and getting more people informed. But what are these share and link-worthy types of content?
- The simple informative and authoritative content is possibly the best one. These answer the basic question that readers look for: what is x? A simple “What is SEO?” blog can still find new and uninformed users looking for the right answers. Even authoritative news articles about the latest products, breakthroughs in medicine or environment can attract shares and links by the eager consumers.
- Opinion articles about sensitive topics can also be a place for reader engagement, especially if it has passionate supporters that will defend their forts with their lives!
- Another type of format that is dominating the Internet right now is original research and data posts. Many posts that publish meaningful data and statistics generate a lot of engagement with their audience.
Don’t overlook amplification
In your meetings with your content team this year, you should put heavy emphasis on amplification in your content creation 2017. You should know how to amplify your content before creating it. For sure, there will be less than 3 million posts in your niche but the number is still staggering.
The good news is, content amplification is not just a one-method strategy. It is actually a set of techniques that can be done in conjunction with the others.
- Amplify your best content – If you use up all your content marketing budget on just amplification, then you’re going to be out of budget even before you finish with all your posts. Choose only the best one you think will get the most shares and links, then put a little more than the normal budget to promote it. But make sure, you have chosen wisely.
- Do a little personal emailing – By directly targeting your customers, you are sending them relevant emails that they are interested in. Making an email list based on your subscribers’ interests could increase the engagement and impact of your newsletters.
- Use influencer marketing – It would be great if an influencer shared your post but it’s not that easy. The best way is to make them an advocate rather than a sharer. You could send them short emails about your content, just make sure you are polite and address them correctly.
- Use paid promoting – Sadly, today’s social media platforms and search engines give priority to paid content. And we thought Google loved organic content! You want to get in with the big time players? You got to pay!
- Link building still works – It is still a very reliable strategy to get your content highly visible. Using SEO also gives the proper boost. When your content is linked by other sites, it generates authority and value.
These are just a few techniques to get you started in your content creation 2017. The year is still so young and your content amplification strategies just could use a little bit more emphasis on getting those shares and most importantly, those elusive links.
Content Happiness Advisor
Annie has 19 years experience as an editor and content creator and manager. With work in television and written media, she has dedicated her past 10 years to learning the ropes of online content creation, from writing to editing, from SEO to content management.
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