As content marketing continues to grow in popularity, more and more content is competing for users’ attention, decreasing engagement. It’s not enough to publish content—even the highest-quality content—and hope that people will find it.
The internet is becoming increasingly crowded with content, and users are getting more demanding and have shorter attention spans. Content amplification, and specifically paid amplification, is essential to getting your target audience to see and interact with your content.
Content marketing is an effective and important marketing strategy, but it’s made strongest when you set a budget to promote your content on the right platforms to the right audience. Paid amplification allows you to choose when, where and how frequently your content is seen by your target audiences. It can be highly targeted, it’s dependable since you pay for and control it, and it produces immediate results. Here are some tips for where and how to promote your content:
If you’re spending money to get your content in front of more eyes, then you want to make sure you get it in front of the right people at the right time! This is where understanding your target audience is so important. Conduct thorough research to develop buyer personas to understand who your target audiences is, what their interests are, what kinds of content they like to consume, and what channels they regularly use. Remember that prospective customers are not your only audience –it’s important to target your current clients and people at every stage of the client journey.
Because of the ways social media platform algorithms have changed, as well as just the amount of content posted every day, a paid social strategy is becoming a necessity if you want people to see your content. Paid social allows you to display advertisements on social platforms or to promote your own social content so that it reaches more people, targeting the demographics you’d like to reach. Facebook, Instagram, LinkedIn, and Twitter all have opportunities for you to reach a larger audience, including new audiences, through their different advertising and promotion options.
Paid social is becoming a necessary part of a social media marketing strategy, although your organic content and your role in interacting with and listening to your audience is still important. Some of the benefits of social media amplification are that you can spend as much or as little as you want, and you can reach a lot of different people. It’s a solid strategy, but only one part of a strong content amplification strategy.
If you’re trying to target a select group, you need to advertise in spaces that are most relevant to your clients and brand, and there are other platforms apart from social media that you will want to consider. Content recommendation platforms specialize in getting your content onto esteemed news sites and into a placement that complements your message. Two of the most popular platforms are Outbrain and Taboola. They place your content in native ads that therefore may be more attractive to users already reading and engaging with articles on the news site. Like with social media, you can set a daily PPC budget and segment your audience. These platforms can help your content reach a targeted and engaged audience to help you get more qualified leads.
Search remains an important part of online marketing. People are coming to search engines to educate themselves on something, and you can help answer their questions. A strong SEO strategy is highly important in order for your website to organically appear at the top of results pages, but paid search ads are very effective. You pay for your website to be displayed in the top results when users search for your services or for keywords or questions related to your industry and offerings. It’s effective because it’s based on your audience’s needs and questions. Most search engines have their own advertising platforms, with Google Ads being the world’s leading provider of search ads. The search engine will determine where it places your ad based on how much you pay and the search engine’s page rank formula, which takes relevancy and expected impact of the link into account.
Paid amplification can get expensive. It also marks the end of an era where social media marketing was considered “free.” With paid amplification, you can set a budget for your PPC campaign and optimize it through targeting. However, to get your content onto top sites, you’ll need a good-sized budget, so plan ahead.
Remember that every post or ad you sponsor should have a purpose and a target audience. Otherwise you are wasting your efforts. And keep in mind that you can’t promote everything, as promoting all of your content will defeat the purpose of amplification. Strategically choose which content to promote, picking your best content and what you most want your target audience to see. As you develop your paid media strategy, balance your efforts with your earned, owned and shared strategies too, because much of paid amplification’s success will come from how it’s paired with the rest.
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