October 22, 2013
/ by Teresa Dankowski
Photo courtesy of L.Bö via Flickr
Need help getting started with content amplification? Hear tips from Jay Baer and Heidi Sullivan during our complimentary content marketing webinar at 2 ET on Tuesday, Nov. 12.
If you’re anything like me—or half of all Americans—you consume your news digitally. You read stories online at your favorite media sites and use your Facebook and Twitter streams to discover new content. Maybe you have alerts or aggregators set up to save time. Maybe you skim headlines on a mobile device, and maybe—just maybe—you’ve come to expect that if a story is worthwhile, it will automatically get routed to you.
Herein lies the challenge that PR and marketing professionals face in the digital news space. You have great content, but traditional methods of distribution don’t get your content in front of an audience. That’s where amplification comes in.
Content amplification—or the idea that you can boost or increase the strength of your content and reach the audience you’re targeting—is one of the most effective ways to get your story seen. Amplification expounds on the convergence of paid, earned and owned media, through tactics such as native advertising and sponsored content, to deliver your content on news and social sites where your audience is already engaged.
So why is content amplification essential to your bottom line?
It helps you find an audience. Promoting your content via paid amplification will get your story seen by people who aren’t yet engaging with your blog, website, newsroom or social channels. People have an opportunity to read your headlines, click on your stories and interact with your brand beyond your products and services. If the readers like what they see, they may share your stories or add your branded content to their regular consumption repertoire.
It enables you to reach the right people. When you amplify content, it appears to people in an appropriate context. Notice how those “Recommended For You” stories are usually relevant to your interests? That’s the beauty of native advertising—your content appears to the reader in the right place, at the right time. If the user has searched for a keyword that matches your content, or if their friends are already engaged with your brand, you can be confident your amplification efforts are serving up content your audience will connect with.
It secures high-quality traffic. Content amplification allows you to drive readers directly to your blog, website or newsroom. What’s more, the audience that reads your headline and clicks on your story arrives at your blog, website or newsroom already engaged with your message. Paid amplification showcases your most popular content most frequently, which allows for a higher level of engagement.
It allows you to build relationships with new customers. Paid amplification reaches a potential customer base that may not be familiar with your brand. But if you provide consistently useful content to this group of consumers—whether it’s entertaining, informative or helpful—you’ll be at the front of their minds the next time they’re ready to make a purchase.
For more insight, get a free download of our eBook, Power Your Story—Content Marketing Essentials for PR.
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