With so much chatter online, even the best content can require a little nudge. Native advertising and content amplification is recommended to help it gain traction and drive consumption.
Before you go and invest, you should first ensure the content you are amplifying is relevant to your intended target market. Traction, engagement and social shares are invariably driven by the relevance and resonance of the content with its audience. Seeding is just that and the content makeup will determine whether the seed grows into a shrub or a 1000-year-old Huon Pine.
You should also create content with SEO in mind. Know what search terms people are using and publish into that space, however also know that Google’s new Hummingbird algorithm delivers search results based on content quality and makeup more than keywords.
After you have created awesome content and disseminated it through your own communication channels such as your blog and e-newsletters, you can dial up the amplifier.
Leveraging and seeding your content should be an integral part of your content marketing strategy. First build the drum. Then beat it
Negotiating content sharing arrangements with key influencers is an excellent amplification strategy. Content shared by bloggers with a strong following, or by celebrities and other influential people will increase the authority of that content along with the authority of the publisher and their associated offerings.
Media who are stakeholders in the industries relevant to your content may well share that content free of charge through their channels if it benefits their audiences and is truly “content” and not advertising. Or you may inspire them to do their own story. Relationships with editors and journalists will further this cause significantly. Yes, this is one element of public relations and it is alive and well.
Social Media Amplification :
Social media is an excellent tool for driving content consumption and discoverability, however consider that as people like, follow and befriend more, their news feeds fill. There simply is not enough room for all the content. Some reports suggest organic reach for Facebook has dropped to as low as 6 per cent. “Like” it or not, you need to pay to reach your followers, their friends and other potential audiences:
- Target current fans and their network.
- Promote to new audiences based on specific demographics, psychographics and interests.
- Remarket to people who have visited your web page but not engaged with your social media.
- Import, segment and market to your current email list who are using Facebook.
Tracking and measuring engagement through Facebook Insights or a more detailed third party offering such as Hootsuite will enable you measure post reach, engagement, interaction and shares and enable you to refine content creation and delivery.
Moreover, ensure you are monitoring Social Reports in Google Analytics to track audience behaviour, flow and conversions to help analyse the return on your investment.
Outbrain is a content syndication service that will seed your content as recommendations on large publisher websites based on behavioural, personal and contextual relevancy. They do not serve advertisements and are strict about the content they syndicate – in that it must be quality content. They made headlines in 2012 when they banned many of their best advertisers to ensure both audiences and publishers remained happy. In Australia, News Limited and Fairfax are both on board as is Yahoo!
Payment is on a cost-per-click (CPC) basis, which you can set, along with a daily budget. Outbrain is an excellent method of seeding your content to an audience already in content consumption mode.