How to increase your content reach: content amplification
Is it time for you to expand past your target audience and reach a wider number of people?
Content amplification is exactly what it sounds like, amplifying the signal of your content to push past your regular target audience and it is most often used when you need to promote your own content that YOU have created.
Content amplification can also be looked at in terms of the classic signal vs. noise metaphor, as suggested on wordstream.com, used in content marketing.
The noise is everything around you and your content is the signal that breaks this, it allows what you create to be received and absorbed by a much wider audience than what it usually would.
So how do you know if you need to amplify your content and what do you need to do if content amplification is for you? Well, this week, we’re having a look at this and so much more, so if you want to learn more why not have a read?
Why do you need to amplify your content?
Now that we have covered the basics of content amplification, why does your business need it?
There are a number of reasons your content needs to be amplified and it’s usually to help your target audience absorb the messages you want to convey. Content amplification can really help:
Reach more touchpoints of marketing (9 or 18 touchpoints). Remember that it can take up to 9 to 18 times for someone to see something before they will act.
Act as a reminder for your messages. On average we forget what we heard 200 and something days ago. Sometimes we aren’t ready to hear it straight away so our brains just don’t absorb it. Repetition of your message is okay and I actually encourage it!
Push content to become viral. The more you share content and repeat messages, the more it helps generate messages that are more likely to go viral!
Allow our audiences to see what we are creating from different angles.
Repetition! How many times have you watched Friends episodes and still enjoyed it? Exactly! It’s the reason why we go back to shows we love, repetition doesn't damage an experience, in fact, it can enhance it!
Content amplification can help with a multitude of aspects in content marketing, especially when trying to reach your target audience or drive a message home. Many are reluctant to amplify content because of the fear that their audience will become “bored”, but when done strategically, boredom isn't even in the question!
How can you amplify your content?
What I notice a lot in the world of content marketing is we don’t create content to promote our content.
We don’t amplify the content we create. Well, not enough anyway.
Do you have a podcast? Or a blog? How are people finding that content?
Instead of creating more content on social media, use the content you already have and amplify it out to your audience. BUT, it isn’t a matter of “here is my blog check it out”.
This is what needs to happen:
Create a piece of content (a value-added piece)
Whatever the topic is for that piece of content USE it for your other platforms
Take key themes and concepts from that one piece of content and share it across different days on different platforms
Lead people to get more by checking out your main piece
Engage with people who engage with your content - join in on the conversation
Offer them a product (or the next step) in that CORE piece of content
For example: say you create a weekly podcast. Instead of just telling people about the podcast, use your social media to go into detail about some of the key lessons or themes that occurred in the podcast - TELL STORIES around these themes. Have people wanting more and lead them directly to your podcast to learn more. Use audiograms and quote titles to give insight.
James Smith, content creator + business owner, talks about content amplification and posting frequency here, he goes into detail about how important it is to stay on top of content through storytelling so go give it a listen to hear another perspective!
Want some other tips on how to amplify content? Try these techniques!
Take on a theme each week to help create content. It not only gives you ideas but also helps you bank captions, emails, blogs, podcasts, and more! A huge time saver!
Make sure to utilise all that different platforms have to offer. Instagram stories and reels are awesome tools to amplify content, try them out, and see how much more reach you get.
Use your content buckets!! They are there to point you in the direction of content that signs with your business, don’t forget about them!
How can you go a level deeper with content amplification?
Content amplification can go so much deeper than just Instagram. Create content for groups like Facebook and Reddit to just have a general conversation and to give value.
So how would you go about amplifying content using platforms like Facebook and Reddit?
Find the right groups you want to share your content on
List down some problems you have faced, some stories you have to share and some key lessons you think everyone will benefit from
Batch a series of content articles, they don’t have to be too long, keep them engaging and informative
Have an aim not to link to your brand, just mention it (ONLY if it makes sense)
Post and join in on the conversation
The objective is to give value, the bonus is you and your brand benefit!
What we need to remember
If you are going to take away anything from this week’s blog, take note of this:
Whether you are amplifying your content or not, consistent messaging and branding are all a part of your business personality - it makes your brand what it is. Being repetitive or talking about your business a lot has to come from a place of love and passion for what you do, otherwise, your audience will pick up on your lack of enthusiasm.
I remember listening to a podcast by Hal Elrod a while ago, and the guest on this podcast was discussing personal branding and the concept of being known for ONE thing before expanding into other business ventures
They were saying that successful personal brands in the past have first been known for ONE thing before they branched out to talk about other things. For example:
Brené Brown (Shame)
Gary Vee (Wine - to begin with, then marketing and now marketing and mindset)
Mel Robbins (Anxiety)
Simon Sinek (Purpose)
Remember that what you repeat is what will stick, so know what that one thing you want to be known for is and go with it.
So ask yourself today, what is the ONE word that describes what you help within your business? I know one word is hard. That’s the point.
Content Queen’s? Strategy + storytelling.
Your challenge for the week. Think about it. Use this word to market yourself. Remember that even if another business has the same ‘one thing’ it's okay, no concept is new - rather than thinking of it as a brand characteristic thinks of how it resonates with your business and your audience instead.
Final thoughts
All in all, you need to start amplifying your content and your message, it’s worth hearing! But if you need more help to collate your themes and ideas, join our monthly FREE workshop on content strategy and get ready to reach more people than ever before!
Check out the episode below if you want to hear what we mentioned above!