It doesn’t really matter how good your content is if it doesn’t reach the right people at the right time.
Thanks to the expansion of content marketing, a lot of brands are now producing all sorts of content: blog posts, case studies, use cases, etc… but, this kind of content production has left marketers in a shitty position.
Content saturation has made it extremely difficult for brands to get their audience to notice their writing and absorb their messages.
Which brings us to the question: how can I get my content distributed more effectively?
One answer would be content amplification.
By harnessing the power of your current audience, you can reach farther, which allows you to talk to the right people and increases your chances of getting in front of them at the right time in their buying cycle.
But, how do you do this?
I’ve got a few tricks that I can share with you. Let’s talk about it.Discover these #ContentAmplification tricks for effective #ContentDistribution: Click To Tweet
Getting People to Share Your Content
People Can’t Amplify Content They Can’t See
As discussed, in order to get people to share your content, they first have to see it.
An easy way to get more people to see your message is to use images.
It is extremely easy nowadays to create custom images using programs like Canva. And even though this is no secret, if you are not using images with every single social media post you share (especially the ones with your own original content), you are missing out on valuable page real estate.
When it comes to getting more eyeballs on each piece of content, you should try to take up as much space as physically allowed to you.
Not only should you have a strongly considered, branded visual strategy for your blog images, you can even take it a step further and use animation in your featured image.
Using Movement to Drive Attention
This is something I’ve done in the past for a number of clients: creating GIFs as header images to bring a little bit of movement to the images.
When these GIFs get shared on social media, they increase your chances of directing viewers toward your message because the human eye is attracted to moving things, especially if it is perceived as an anomaly (ie: there is nothing else moving around on the page).
In fact, novel experiences have been proven to grab attention quite effectively, so focus on baking novel experiences into your content marketing strategy if you want to grab attention and elicit shares.
Want to give it a shot?
Here’s an awesome Photoshop tutorial from Hubspot that has pretty much taught me everything I know about creating GIFs.
Optimize Your Posting Schedule and Frequency
Another way to make sure that people are seeing and sharing your content is to optimize your promotion frequency.
Of course, before you can do this, you’ll need to have an idea of how often you are currently posting on each channel and decide whether posting more (or less) will increase your results.
For instance, we were able to increase website traffic for one of our clients by 400% just by adding in some additional social media promotion for each of their blog posts.
Instead of promoting each of their blog posts once across all of their social channels, we ramped it up to a 2-week schedule so that each blog post was being promoted at least 4 times over two weeks on Facebook, and up to 40 times on Twitter.
Since they already had a large, global following on these platforms, it only made sense to drag out the promotions over a longer period of time and expand the posting schedule to hit the relevant times for our largest audiences (the US and China).
Mind you, this brand produces upwards of 7 articles a day and over 1 million visitors per month since they are a media company, so we always had tons of content in the pipeline and did not bombard our audience with the same post back to back.
We also used variations in headline copy, hashtags, and featured image to avoid being perceived as overly repetitive.
In order to optimize your posting frequency, you would need to determine the best cadence for your unique situation. There’s no rule that says you can only promote something once or twice before moving on.
Or, if you are seeing reduced reach on heavily algorithmic channels like Facebook, analyze your current posts and see if you can come up with a test to run that will tell you whether posting more or less drives greater reach.
…And then maybe follow up with a different test measuring the effectiveness of different types of content – fewer links and more images or videos so that you can put together an optimal posting schedule and content strategy for that channel.
You spend a great deal of time creating content, so you might as well get as much out of it as you can.Find your posting frequency sweet spot to reach your maximum number of readers. Posting infrequently is leaving money on the table. Click To Tweet
Creating Content That Matters
Once you get beyond the basics of simply reaching your audience, you need to be creating content that they actually care about if you want them to share it.
Making sure that you know exactly who your ideal customer is, what their biggest problems are, how to talk to them and where they are hanging out is the best way to increase your chances of breaking through the noise and earning that coveted share.
I recommend only creating content for one specific person. I’m sure you’ve heard this, but when you speak to everyone, you speak to no one.
When you are writing, only speak to them.
Really focus on being genuine and conversational, and speak to them like they are your friend, not someone who you are hoping will buy something from you.
If you create content that matters to them, helps them, or entertains them, they will be more likely to share it after they’ve consumed it.
Harnessing the Power of Influencers for Content Amplification
The last trick of the trade when it comes to getting amplification is to use industry and/or influencer outreach.
Create a spreadsheet and list every person in your industry, their twitter handle or other social media contact, their klout score (or since Klout is no longer a thing, another relevant social influence metric), and their blog.
Then, rate them on a scale of one to ten on their likelihood to engage with you.
The higher their influence, the less likely they will be to help you out.
Next time you create a piece of content, try to incorporate some of these industry people in some way. You can link to their blog as a reference, use a quote that they said, or even offer a critique of some sort.
When your post goes live, make sure to let them know that you’ve acknowledged them, and see if they won’t help you amplify your content.
You can even use a tool like BuzzSumo to find out which influencers are sharing what types of posts and you can use this information while you are crafting your content.
Then you can reach out to them and say something like “I saw you shared X, and I just created Y! I think you might like it. Take a look”.
There are some really fab influencer outreach templates and articles out there (like this one from Crazy Egg or this one from Shane Barker) to give a more detailed strategy that I won’t get into here, but using influencers for content amplification is a sure fire way to drive more readers to your content and garner those shares.Using influencers for #ContentAmplification is a sure fire way to drive more readers to your content. Click To Tweet
Attention Leads to Action
While some of these tricks may be more obscure than others, the point of this article is to give you some insight into the psychology of attention and how grabbing attention enhances your chance for content amplification.
You may already be doing some of this stuff, and if you are, good for you.
But, the fact is, content promotion is just as important as creating the content itself.
These are some tricks that have worked for me in the past, and even if they don’t relate to your exact brand or business model, I hope they’ll get you thinking about what you can do to be more effective at content amplification.
Discovering the best ways to get your message in front of your audience by testing different methods will be the key to your success.
Have some content amplification tricks that have worked for you that I didn’t mention? Go ahead and share them in the comments 🙂