Why content amplification is key to your content marketing strategy

Digital360 on 27 June 2017

We know how important your content marketing is to your digital marketing success. We also know how big a role social media plays in that success. So, how can you take your content a step further on social media? This is where content 'amplification' comes in.

Why do you need content amplification?

These days, content amplification is an integral part of a content marketing strategy. Whether we’re talking search engines or on social media, the content landscape is crowded – and the competition for attention is high. This is especially the case when it comes to the large social media platforms like Facebook.

Getting started as a small business on Facebook is easy – but getting to know how Facebook’s News Feed algorithm works can take a little more time. These days, Facebook will show its users a diverse range of content in their personal News Feed. These posts are largely determined by the user's interests and past behaviour, as well as the post’s overall popularity. That means posts by friends and family are often prioritised over posts by businesses and media publishers.

For businesses, this has meant audience reach is relatively low compared to the past. In 2016, some publishers lost almost half their Facebook audience reach due to algorithm changes.

What does this mean for your business? In effect, it means that staying visible ‘organically’ is tougher than ever. You might have some of the best, industry-leading content out there, but it’s no use if it’s getting lost in the flood of Facebook statuses and photos of family and friends. This is when you can look to content amplification.

While creating great content will naturally boost engagement and reach over time, paying for posts to appear in News Feeds (i.e. amplifying your content) will bump up reach and engagement much faster. You’ll also appear in audience-targeted News Feeds, boosting awareness outside of your follower base. This is a fantastic way to reach out to new potential customers.

So, how can you amplify your content on social media?

On Facebook, you can pay to ‘boost’ certain posts to appear more frequently in News Feeds. Boosted posts are a quick and simple form of paid promotion on Facebook. You can also choose to create Facebook Ads. However, ads are better suited for targeted promotional campaigns, rather than amplifying the content posted to your Page.

Boosting your most popular content means getting the maximum value from your efforts. Take a look at your posts that are performing the best in terms of engagement – the number of reactions, comments and shares. If they’re already doing great without paid advertising, imagine their success when that content has been amplified.

Just remember – no matter your goal – make audience targeting a priority. Amplification may help your reach and visibility, but that’s no use if your content or call-to-action doesn’t speak to your audience. Facebook’s audience targeting can make the most out of this. It's just another benefit of content amplification on social media.

By creating custom audiences, your business will get more value from boosted posts and Facebook advertising. You can create audiences according to demographic, location, and interests, and alter your message according to three key categories: your followers, your followers’ friends, and those yet to ‘Like’ your page. Tailoring your campaigns encourages the highest possible return on each boosted post.

Making social media and content marketing work together

There are many moving parts to social media and content marketing. And content amplification is becoming an essential piece of the strategy. By putting a little extra budget behind your marketing campaigns, you’re able to get much more out of your investment in content marketing. The result will lead to long-term engagement, increased website traffic, and steady conversion rate growth.

Chat with one of our experts today about how your social media and content marketing strategy can work better together.