2018 Global Comms Report: Challenges & Trends Download Now

3 Steps to Efficient Content Amplification

Your brand or a client has a great new product that your audience will want to know about, and you want to make sure they do. You can, and should, write a press release and send it to your targeted media group to drum up publicity. But with so many other channels to promote your clients’ message, why stop there?

The truth is, it can be overwhelming to decide what outlets and platforms will work best. Below are three steps to help you quickly determine the best ways to get your message to the masses through content amplification.

Step 1. Find out where your audience is coming from.

Check Google Analytics to figure out what outlets drive most of your traffic. Was there a big spike from a recent TV spot? Are you seeing a lot of traffic coming from Facebook?

While there may be many different channels, try choosing just the top two and stick with those when crafting your message. This will help you stay focused and give you base for Step 3.

Want to stand out with standout content? Get our free “Outside-The-Box Content Marketing for PR” white paper now!

Step 2. Give them a story they will relate to.

Content Amplification - Content Marketing

You’ve decided your audience is mostly on podcasts and Twitter, for example. Create a podcast where you conduct a Q&A with someone who has solved a problem by using your or a client’s product or service. During this conversation, consider including a call to action for listeners to visit your site for a demo of the product.

On Twitter, use that same storyline, but craft short, catchy messages to generate interest, with a link to the podcast. Consider putting money into a promoted tweet, or give your employees a set of crafted tweets that they can amplify to their communities.

Step 3. Measure your results.

Measurement can often be the toughest part of any content marketing campaign. Since you chose just two channels to focus your message, use the analytics available for only those outlets.

How many people downloaded the podcast? How many people heard the CTA during and asked for a demo? How many retweets and shares did you receive on Twitter? How many people were driven to your site from those two channels? Use these numbers to benchmark future campaigns.

Need to pump up your content amplification even more? Try video. Join our April 29 webinar, “Film School: How to Use Video for PR!” 

About Gina Joseph

Gina Joseph is a features writer for Cision Blog, and is also the digital engagement manager for Cision’s marketing department. She’s a book nerd, Detroit sports enthusiast, lover of cats, lifelong Phil Collins fan, and budding snowboarder. Find her on Twitter @gmg912.

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.