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Rescue your content marketing strategy

5 content amplification tips to rescue your content strategy

Welcome to our 10 content amplification tips for turning around your content strategy. In this post, we’ll share our ideas for rebooting your content marketing with well-planned and properly executed amplification.

Let’s start with some content amplification FAQs.

What is content amplification?

Content amplification describes the tactics used to get content in front of the right people. However awesome your content is, you don’t want to rely on your target audience just stumbling across it. You need a plan to promote it. And that’s where content amplification comes in.

What are some popular content amplification tactics?

The tactics, strategies and platforms you use to promote your content will depend on your brand, your budget and your marketing goals. Some of the most common amplification tactics include: SEO, promoted posts and ads on social media, Google Ads, email and user-generated content. We’ll get into some specific examples when we share tips later in this post.

Our top 10 content amplification tools

There are some excellent tools available to help with your content amplification. Here are some essentials that we recommend based on our experience:

  • Adroll: good alternative or complementary platform to your Google Ads Display Campaigns for retargeting users around the web.
  • Ahrefs: full-service SEO platform (link analysis, content analysis, keyword tracking, competitor audits). You might also like SEMrush.
  • Answer The Public: has the coolest homepage. More importantly it shows you what questions people are asking on a given topic across social media, comment threads and forums.
  • BuzzSumo: find content and topics that are already popular with your audience. Particularly useful for social media campaigns.
  • Canva: excellent and mostly-free tool for designing creative assets such as banners, infographics and social media ads.
  • Facebook Creative Hub: free tools from the world’s largest social media site to help you make better quality ads for your campaigns.
  • Google Keyword Planner: another freebie to get you to spend more on ads. Includes, keyword ideas, search volume, seasonal trends and likely cost per click.
  • HubSpot: marketing automation platform for finding, nurturing and converting leads with emails, forms and dynamic content. You might also like Marketo or Pardot.
  • Moz Link Explorer: the successor to Open Site Explorer. Similar to Ahrefs and SEMrush but we really like Link Intersect, which is a good way to find link building opportunities from your competitors.
  • Promo: a super-easy tool for creating video, primarily for your social media ads.

We’ll tag our examples with these tools to help you try them out for yourself.

Our 5 content amplification tips to turn around your content strategy

Right. Let’s get stuck into the main course. In this section we’ll share our 5 tips for using content amplification to turn around your content strategy. If your content marketing is stuck in the mud, amplification could be the problem.

SEO: More creative link building opportunities

The problem: link building is a super-effective tactic for getting your content to rank higher in search. Higher rankings for the right keywords mean more of your target audience getting to see what you created.

But link building is time-consuming. You have to do a lot of research and send a lot of emails. We get inundated with requests for links from this blog. That section we did on content amplification tools? Big mistake. We’ll get a tonne of emails about adding or swapping out links because of that.

It is possible to find good linking opportunities like this. But most unsolicited emails to blog owners get ignored.

So, if your blogger outreach is failing to yield results, try taking a slightly different approach.

The solution: the classic link building tactic is to look for a site with strong domain authority that has an active blog. You want a site that doesn’t compete with you directly, but might be interested in some of the same topics. You then reach out suggesting you create some content in exchange for a link. Or you flag a post you’ve already written that your prospect might want to link to.

But link building is really about relationships. The best link building opportunities often come from real life and human relationships, not just well-crafted outreach emails.

Our recommendation is to think about the businesses and organisations that you deal with on a regular basis. Here are some examples:

  • Trade associations or industry bodies that you’ve joined or could join
  • Suppliers that use regularly and have had a good experience with
  • Long-standing customers
  • Other tenants in your office building
  • Fellow delegates at trade shows and events

Warm sales leads are always easier to close than cold calls. The same is true with link building. If you’ve been using a particular brand’s product or service for years, ask if they want to do a case study on you. They get some useful content about how great they are. You get a link back to your site.

Mining these existing relationships for links will have a much better conversion rate than: “Hey, friend. I loved your most insightful post on….”

SEO: Getting deep and meaningful with topic depth

The problem: you know that great content idea you just had? Yeah, there are like a thousand blog posts on that already.

The internet is full.

Okay, not exactly. But SEO has never been more competitive. Not just because brands are better at SEO. But also because of the sheer volume of content that’s published every day.

If your content is failing to get cut-through on your target keywords, the problem might be topic depth.

The solution: Google and other search engines are trying to return the most comprehensive results for each search query. A lot of content creators mistake “comprehensive” for “really long”.

It’s not just a case of writing more words. If you want to use SEO to amplify your content you need depth. You need to research the most popular topics and questions related to the content you plan to create.

If your content can hit these topics and answer these questions it stands a good chance of offering real value to your target audience. And more importantly, from a content amplification standpoint, pinging the signals Google uses to rank and index content.

A good place to start exploring content depth is with pages that already rank in search. Content ranking on page #1 but outside the top three results. Or content on page #2, is likely to offer your best chance of finding quick wins.

Once you’ve found your page (Ahrefs and SEMRush can help here), Google the target keyword. Look first at the suggested searches while you’re typing. This is often a good way to find the related topics people searched around your keyword. It’s real search data that populates these suggested searches.

Next analyse the top results. What are the common questions the best-ranked content answers? What are the sub-heads that keep popping up as you click through the links?

Once you have your list, edit your page and re-submit it to Google.

Google Ads: Leveraging your best organic pages

The problem: you know that with a Google Ads Search Campaign you can buy your way to the top of the search results. But where do you start? If you’re new to Google Ads how do you know which keywords are worth bidding for? And how do you know which landing pages to link to in your ads?

The solution: a great place to start with Google Ads is with keywords and pages that already get results for you. If you have a page that ranks organically and drives conversions you have a good candidate for Google Ads.

Pages that rank organically must provide a good answer to the query you’re targeting. That should mean that you’ll get a strong quality score for your ads as “landing page experience” is one of the criteria Google uses.

And pages that already drive results need more traffic. If organic search is working, Google Ads can be a force multiplier.

Mobile: Building brand awareness on Instagram

The problem: something we run into a lot with new B2B clients and prospects is a tendency to dismiss mobile. Most of their traffic and conversions come from desktop users. So they don’t really need to worry about mobile users. Afterall, nobody will download your latest ebook on a smartphone.

That might be true, but mobile is accounting for an increasingly large share of eyeball time. And brands need more and more interactions with users before they convert.

So, how do you introduce mobile into your desktop-centric content amplification strategy?

The solution: this point about multiple interactions is super-important. According to Salesforce.com, it takes six to eight touches to generate a viable sales lead. For content marketers, this means using different types of content and different amplification tactics to get at the same people until they convert.

Let’s take a classic B2B content marketing strategy:

  • Beautifully-presented ebook on a hot topic in your industry
  • Amplified via Google Ads and promoted posts on LinkedIn
  • Email drip for users who download the ebook
  • Lead scoring to push engaged users over to your sales team

The obvious gap in that back-of-envelope strategy is what happens to users who see the ads and come to the site, but don’t download the ebook.

You might run remarketing ads on Google Ads or LinkedIn to give yourself another shot at those potential leads.

You might also consider running remarketing ads on Instagram.

While Instagram won’t be top of the list for many B2B amplification strategies it offers a chance to get at people in a different environment. When they’re out of office mode. They’re not on Google submitting work-related keyword searches. Or trawling through LinkedIn. They’ve already seen your brand there, subconsciously or otherwise.

Instagram is their chillout, zoneout time.

While they’re crawling through their feed of tastefully presented photos and video, there you are again.

One of the great things about Instagram ads – if you do them right – is that they don’t interrupt the user experience.

In this situation, you are not using Instagram to try to get people to click and go back to that ebook download right away. Instead you’re just trying to build familiarity with your brand and work on that association between your brand name and the value you can offer.

Then when your prospect is back in work mode, and sees another remarketing ad, they recognise it, feel more comfortable with it and are much more likely to take a useful action.

Email: Asset follow-up drip emails

The problem: you might think that marketing is all about leads. But as any good marketer knows, there are leads and there are leads.

Like so much in digital marketing it is quality not quantity that pays the bills.

So what do you do if your content strategy is generating a tonne of leads but they’re not ready to go to sales? How do you move some of them down the sales funnel? How do you tell who’s ready for a sales call right now?

The solution: email. More specifically, marketing automation.

When we run ebook campaigns for our clients some will want to reach out themselves to anyone who downloads it. Others will get so many downloads that that just isn’t possible.

We find that a good solution to this problem is to auto-enroll people who download an asset like an ebook into a drip email campaign.

Drip email campaigns fire off a series of emails until all the emails have been sent, the recipient opts out or they take some useful action that gets them moved to the front of the class.

Here are some types of content you might send in an asset follow-up drip campaign:

  • Links to ungated content (blogs, videos) on related topics
  • Links to higher-commitment content, such as webinars or events
  • Case studies, testimonials and other trust-building content
  • Product info and links to product guides
  • Special offers and promotions

The nature of the content you use in a drip email will of course depend on the audience and what actions you’re trying to drive.

You might focus on top-of-funnel, low commitment content for the entire drip. In which case you would send links to ungated (no form required) content on similar topics. If you blog regularly you can mine your archive for ideas.

Then recipients who engage with these follow-up emails can be bumped up to a higher-commitment drip. This second campaign would feature more sales-focussed, bottom-of-funnel content.

Once you have email recipients reading case studies, visiting your product pages or signing up for webinars, your sales team is likely to sit up and take notice.

Adam Barber
Adam Barber About the author

Adam is one of Castleford's founders and remains actively involved in the day-to-day running of the business. He started out as a writer and still contributes regularly to our blog, covering SEO, CRO, social media and digital strategy.

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