Analysing the traffic sources for our client’s websites, we figured out that more than half of the traffic received over six months comes from many different sources: social media, paid search, display, direct traffic, organic, or referral. Given the most recent changes in digital marketing, we concluded that we would miss lots of valuable traffic, leads, and conversions if we only focused on search intent and “organic” traffic.

The competition for the audience’s attention has become fierce, especially in competitive industries. This is why it is essential to use various channels apart from organic traffic to deliver content to the targeted audiences. But let’s see why content promotion and distribution (content amplification) are necessary for an effective content marketing strategy.

 What is content amplification?

Content amplification could be defined as using various online channels to promote content to increase brand awareness and encourage users to purchase on your website. The purpose of amplification is to improve your content reach, establish you as a trusted brand in your industry, and create new opportunities for sales.

Content Marketing Strategies and Techniques

To attain your content marketing goals in a highly crowded landscape (3 million blog posts are published daily), marketers and business people must create and follow a clear strategy based on their audience’s behaviours, interests and needs. A successful content amplification strategy should include the following:

• You are defining business goals and translating them into specific objectives and KPIs. To grow your business, you need to set realistic digital marketing targets. For example, if you have an e-commerce website, you will probably need to monitor traffic volume (measured through unique visits and visitors), conversion rates, average order value, revenue per visit and other KPIs.
• You are constantly creating quality content. To achieve these goals, you must produce the right content to support each customer journey stage: awareness, consideration, decision, and action. A correct strategy includes analysing the existing content, detecting your business needs and using a calendar to track your team’s content publishing activity.
• Even if you know your targeted public well, conducting A/B and split tests to improve engagement rates is also necessary. This way, you can see what your audience responds to and create more valuable content that converts. A good marketer knows that only the best content needs to be amplified. Don’t waste your budget amplifying every piece of content you produce. I hope the ROI will be great.
• Content Promotion must be done through the proper channels (organic and paid) to reach the audience you are attempting to connect with. If you have analysed your targeted audience’s behaviour well, you probably know where your public hangs out the most and what determines the people to convert.
• Understanding your customers’ journey is also essential for running a successful content amplification strategy. You can better understand your audience by analysing the behaviour reports in Google Analytics or interviewing some of your returning customers.
• After selecting the marketing channels you need to promote your content, it’s time to establish their place in your customer’s journey towards purchasing your brand. Consider each action taken by your audience along their path to conversion.
• Each step towards conversion will be assigned a promotional channel that will nurture the customer’s needs according to their actions.

Content Distributions Methods

Many methods and ideas exist to distribute quality content to increase your business. According to your business needs and marketing goals, you can use any of the following:

1. ·       Facebook and Instagram Marketing & Advertising
2. ·       Instagram stories
3. ·       Twitter
4. ·       Google Ads
5. ·       Blog posting
6. ·       Infographics
7. ·       Email Marketing
8. ·       Influencer Marketing
9. ·       Native Advertising
10. ·       Content Distribution Networks and more.

To become an authoritative presence in your niche, you need to build trust and authority across many platforms through the content you create and present in front of you. For this, influencer marketing could be a winning strategy: it helps build relationships with influencers who already have a large number on social media channels and start to promote your branded content to the right audiences.

Publishing exciting blogs and articles will also help your audience become familiar with your products or services. People also respond very well to interactive content such as contests or videos. You can also use press releases and media coverage, especially if you are launching a launch/service and social proof (testimonials) for creating ttotcreateg information generation,g generates. There are many ways to interact with your audience, depending on your type of business, your public’s behaviour, your resources, and everything else.

Content amplification is about offering the right content to the right audience at the right time. That is why understanding your public’s needs and interests is the key to a successful content strategy. As Arnie Kuenn stated for Content Marketing Institute: “Using a cross-channel content strategy to re-engage your customers along their path to conversion is how you find success in content amplification”. Tracking, analysing and optimising each marketing activity is also essential to a good content marketing strategy.

Content distribution may not seem complicated to the inexperienced marketer. Still, it is much more complex than it appears at first glance because it requires collaboration among SEO and social media experts, content strategists, copywriters, and others.

How and others aging in content amplification activities is no longer an option. In today’s digital space, publishing content is the first step of a very complex process. What matters more than ever is how you approach content after it’s been published, how you determine to engage with it, and how you optimise how you present a front to the right audience at the right time.