Once you’ve begun producing content in your content hub, you’re going to want to amplify the target audience. In essence, content amplification refers to increasing the number of people who see your content. Valuable content is critical, but it means nothing if you do not make efforts to ensure that it reaches the proper audience. According to WordStream, a successful content amplification campaign will:
- Grow your audience
- Establish new opportunities to drive sales
- Establish your brand as the top in your industry
WordStream further elaborates that “content amplification is the process of helping your content reach a significantly wider audience.” They also provide the analogy of a signal versus the resulting noise. If your content is the “signal,” then the content amplification is the noise that occurs as a result. The louder the noise, the more impact your signal will have.
Meaning, the more people that view, share, and comment on your content, the more likely the piece will be successful. There are many ways that you can elect to incorporate content amplification into your overall inbound strategy. However, we find that one of the best ways is through audience-targeted social media ads on sites such as Facebook, LinkedIn, and Google Display.
The fact that we quoted and linked to the WordStream website above is an example of content amplification. We took a portion of their original article, albeit a small one, and published it in this white paper. If someone reading this white paper were to click on the link above, the company would benefit from the increase web traffic. By publishing content that we deemed worthwhile, the company increased the “noise” surrounding the piece.
The Search Engine Journal describes content syndication as when “third-party sites republish content that originally appeared elsewhere, such as your company’s blog.” How a third-party company can do this varies significantly. For instance, they could syndicate an entire blog or landing page by merely linking to your article or retweeting a shared link to their social media followers.
They could also choose to edit your piece so that it better fits their content. Third-party companies also can publish a select excerpt of the article. Have you ever read a significant publication and noticed that the sub-header said, “This piece was originally published in Publication X?” This is a perfect example of content syndication. To most readers, it would appear as any other article. But the author not only received credit from a major publication, but they also received web traffic as a result of reaching a broader audience.
Content syndication should be a part of the inbound marketing strategy when companies are looking to increase the general awareness surrounding their brand. They can successfully implement content syndication by republishing articles on LinkedIn Pulse, Medium.com, and Quora.com. If executed properly, the benefits could be tremendous. The piece establishes an authority position and is very beneficial regarding the company’s search engine optimization efforts.