Great content can be lost in the void without amplification. And it’s a shame because so many companies strive to create quality content, but don’t take the next step.

After you publish content, you need to promote it! Instead of hoping people will find your blogs and articles and case studies online, it’s important to create a great content amplification plan to help maximize your reach.

Ready to learn about content amplification? Let’s get started.

What is Content Amplification?

Content amplification is the process of creating a strategy of using multiple social platforms to reach a larger audience that goes beyond your company’s online following.

It’s a straightforward approach to use social media and search engines to promote your content, expand your audience, and reach new potential customers who want to know more about you — and eventually buy your products and services.

Why Content Amplification is Important

Content only works when people see it. You can publish a high-quality article, but it will only have an impact if it reaches the right people. No surprise there!

Content application is a critical element to growing your audience, increasing brand awareness, and improving your online visibility. And if you follow the guidelines below, you’ll see how it works.

But first, to put things into perspective, BuzzoSumo did a study that proved most blog posts (selected randomly) get little traction or engagement.

• 50% of posts received fewer than eight social shares in total
• 75% received ZERO referring domain links

The point is that online marketing is competitive. To be successful with your content marketing, you should create an amplification plan.

Platforms and Channels

There are many platforms that companies can use to promote their content and reach new audiences. Here’s a partial list that’s available to amplify your marketing.

• Facebook
• Instagram
• Twitter (X)
• Linkedin
• YouTube
• TikTok
• Reddit
• Quora
• Medium
• Pinterest
• Google Ads
• Google Maps
• Google Organic Search
• Bing Ads
• Bing Maps
• Bing Organic Search
• Email marketing
• Influencer marketing
• PR

Content Amplification Strategies

If you’re going to invest time, money, and resources into your content amplification, you’ll want to use these strategies to get the best return on investment (ROI).

1. Invest in top content
2. Promote seasonal content
3. Use remarketing
4. Partner with companies
5. Use the platforms your audience uses

1. Invest in your top content

• Promote the Content That’s Most Popular– Identify and focus on amplifying the content that has historically attracted the most users. This strategy confirms that you’re investing resources in promoting content that’s already ‘liked’ by your audience. Look at data to pinpoint these high-performing pieces to increase your website’s traffic and engagement. This approach will also help you create future content and specifically, more of what your audience loves.
• Use Google Analytics to Support Your Strategy: Google Analytics is an invaluable tool for identifying your top-performing content based on user engagement and behavior metrics. Pay special attention to indicators like unique page visits and time spent on each page. With these metrics, you’ll gain insights on how compelling and useful your audience finds your content. From here, you can refine your content amplification strategy and focus your efforts on the content that truly captures and holds your audience’s attention.
• Use Social Media to Track Engagement – Social media platforms provide an excellent way to gauge an immediate response to your content through likes, comments, and shares. This real-time feedback gives you a clear picture of what content formats and topics resonate with your audience. Tracking this kind of engagement helps to identify which content to amplify further — and gives you insight into the best times and ways to post for maximum visibility.

2. Promote seasonal content at the right time

Almost every business is seasonal to some degree, some significantly more than others. Consider investing in content amplification of a seasonal piece. If you do this annually, you’ll have data and experience from last year to build on.

A few tips on getting the most out of seasonal content:

• Leverage Google Trends – Use Google’s free tool to monitor search trends and understand when your audience’s interest peaks for specific seasonal topics. This insight allows you to time your content perfectly, and make sure it reaches your audience when they’re most engaged. Also, when you analyze year-over-year data, it can help you anticipate shifts in interest or new emerging trends related to your topic. That lets you tweak your strategic planning without starting from scratch.
• Update for Relevance Every Year – While certain themes remain relevant during specific seasons, details and context can change. Be sure your content reflects the latest trends, data, and insights so that it’s useful and piques your reader’s interest. Updating content also provides an excellent opportunity to re-engage your audience with fresh perspectives on familiar topics, keeping your brand top-of-mind. It also reinforces your position as an expert authority and reliable source of information.
• Prepare Your Content Amplification Efforts Early – Start planning your seasonal content campaigns months ahead to capitalize on peak interest periods. Preparing early gives you ample time to refine your messaging, choose the best amplification channels, and engage potential partners for cross-promotion or co-marketing efforts.

3. Use remarketing

Remarketing (also called retargeting) is a strategy marketers use to target users who visited a website and received ads from that business. It’s a way to re-engage or circle back with users who previously read your website and content.

Search engines like Google and social media platforms like Meta offer display or video retargeting campaigns to reach these users. And it works!

When you combine content amplification with retargeting campaigns, it helps push users down the marketing funnel and takes them one step closer to buying a product or service. That’s the goal of all these strategies.

4. Partner with companies

Partnering with other companies or organizations can help you promote your content. There are several ways to do this: 

• Identify Complementary Partners – Look for companies or organizations that offer products, services, or content that complement rather than compete with yours. These partners should share a similar target audience but not overlap entirely so that both companies benefit in the relationship, expand visibility, and meet their goals.
• Leverage Each Other’s Strengths – Every partnership requires clarity and ground rules, so identify what each party brings to the table. It could be unique content, a broad social media following, or specific industry data. When you leverage each other’s strengths, you’ll create a partnership that amplifies content more effectively than you could alone. The goal is to always make the content more valuable and attract new followers.
• Co-Create and Share Content – Collaborate and create content that serves both parties. This could be co-authored blog posts, joint webinars, or co-produced videos. You may find that this shared effort reduces the workload and enhances the content’s credibility and appeal. Take the time upfront to create content that your audience values and wants more of.

5. Invest in platforms your audience uses

Where does your audience go to find the information they need? To be successful, you need to know!

Live by the golden rule of marketing: “Go where your audience is.” Your content amplification strategy should include investing in online platforms where your audience engages the most.  If you spend time on channels when your audience is elsewhere, it’s a waste of time, effort, and resources. 

Here are some tips on finding your audience:

• Conduct Audience Research – Use tools like Google Analytics, social media insights, and survey platforms to gather data on your current audience’s demographics, interests, and online behavior. This helps you understand who is engaging with your content and why, so you can tailor your amplification efforts more effectively.
• Monitor Social Media Conversations – Engage in social listening by monitoring hashtags, keywords, and conversations related to your industry across social media channels. This lets you identify active communities who are interested in your content topics and provides data on what they need and want.
• Analyze Competitors – Look at your competitors’ content strategies to see who’s engaging with their content. Make sure to pay attention to the comments and shares to understand the audience’s characteristics and interests. This can help you discover untapped audience segments or refine your approach to better engage your shared audience.

Closing Out – Content Amplification

Don’t let your content go to waste! Use these content amplification strategies to boost your content’s visibility to gain new audiences, put more prospects into your sales funnel — and money in the bank.

Have more questions about content amplification for your small business? Robin Samora is a marketing and PR consultant who works with small businesses for long-term success.

Interested in what it’s like to work with Robin? Schedule a call here.