Great content is not enough, it needs to sit within a strategy that is focused on promotion and distribution in order for it to stand a chance of ever being picked up. The purpose of content is to encourage your audience to move through the awareness, evaluation and conversion stages of your sales funnel. Great content that has an amplification strategy that’s constantly evolving will drive your business goals.
Owned, Earned and Paid Media
When discussing content amplification, we are talking about the distribution of certain types of content through various channels. They can be separated into three types of media
These are channels that belong to the business owner or content creator. Examples, of such channels are the company’s website, social media profiles and email newsletter.
This happens when your content is picked up by others and they share it e.g. recommendations, reviews and social sharing.
This is simply a channel whereby the content amplification is paid for. There are a plethora of paid channels such a Google PPC and Display, Facebook Ads and sponsored content.
Amplification of content is a mix of Owned, Earned and Paid media depending on budget, and getting the mix right is what can determine an effective content campaign. Planning this stage needs consideration of 4 key areas.
Determine what the goals of your content amplification strategy are and be sure to set KPI’s for the campaign to make sure you are on track. Is it to drive qualified leads, encourage social sharing or maybe to increase brand following. Having this clearly identified at the start will allow you structure the rest of your campaign accordingly.
You need to know your audience in order to supply them with the correct information at various touchpoints in their journey to purchasing your product or service. Be sure to conduct customer research and create personas as a way to illustrate your customer. Map your audience to a channel and understand the role of the content to be produced of the awareness, evaluation, conversion and advocacy stages of the user journey.
Decide on which channels are best to focus on. You need to thoroughly audit existing channel and determine whether these are effective in reaching your target audience or not. At this stage think about paid and organic channels. Could they work together to help improve visibility of the content.
Lastly, conclude which types of content assets are going to be created for the various channels you have decided to distribute through. Here are few examples you may wish to consider
- Private groups (Social media/Owned)
- Sponsored content (Influencers/Paid)
- Retargeting (Newsletters/Owned)
- Referral programs (Social)
- Exclusive product offers (Paid)
- Promotional Videos (Social, Website/Owned)