The Impact Content Amplification Has on Your Website Traffic

by Sarah Hayes on June 23, 2016

content_amplification_faq.jpg

We get a lot of questions about the term "content amplification" and if it's worth the digital ink used to type it. Because content amplification is a very important part of online marketing but not always understood, we thought it was time for a helpful FAQ on the subject. Here's what you always wanted to know!


What is Content Amplification?

As many marketers like to say, creating high-quality content is only the beginning. Content amplification is what happens throughout the rest of the journey. Amplification occurs when you work to get as many eyeballs on that published content as possible: The process uses social media, online advertisements, and probably every other type of marketing you can think of. The goal is to increase page views (and associated benefits) quickly within a short period of time.

Are There Different Types of Content Amplification?

Amplification can be divided into several different categories, although it's not always necessary. Paid amplification, for example, refers to all the paid ads across social media and other online channels that help amplify specific content. Target amplification refers to paid ads that target specific demographics instead of all viewers. Organic amplification usually refers to free amplification via employee support, social signals, and other things.

So It Helps With SEO?

Amplification only affects SEO slightly, but the two work together like peanut butter and jelly. Content with great SEO is much easier to amplify and track, while great amplification tends to improve page rankings and make SEO even more effective. Both sides are important, but they aren't the same thing. 

We're B2B: Does Content Amplification Still Help Us?

Yes! It's important to amplify content in the right channels. While you may not use the same channels as B2C companies, you still can and should amplify in B2B circles. This may include a LinkedIn discussion, an ad targeting specific types of contractors, and similar efforts.

Hmmm. How Many Different Ways Am I Supposed to Amplify Content?

That's up to you. Don't stress yourself out! Pick the most natural methods of amplification, and ask your peers/employees for some help. However, try to amplify content in all the major channels you use to find leads.

So Do I Need a Specific Amplification Strategy? How Does that Fit In?

Ideally, your content strategy will end with an amplification phase. This should include all the types of amplification (social posts, targeted ads, etc.), what channels you will be using, your current budget for amplifying content, and best practices based on past results.

I Don't Have a Lot of Time. What Type of Amplification Can I Focus On to Make the Most Difference?

When in doubt, reach the largest audience. Take out ads in popular zines, or focus on LinkedIn/Twitter if you have had successful discussions there in the past. Email lists are also a great way to amplify new content and take very little effort.

Do I Need a Third Party Service for Amplification?

No…but it can help. This is a tricky area because many vendors try to make it seem like only they can provide the necessary content amplification services. It's good to remember that while third party assistance can be valuable, content amplification is still basic marketing that your company can perform itself – especially with the right advice.

But Are There Any Tools that Can Make It Easier?

Yes, there are! While not all tools work for all businesses, we suggest starting small with amplifying your content across social media platforms that you are already familiar with and using. To really amp it up, solutions like Outbrain can make it easier to organize and further your content amplification.

How Do I Know If Amplification is Working?

Look to your metrics. See where traffic is coming from and how conversions change over time, then compare that to the timeline of your amplification efforts.

 

social media employee advocacy e book

 

Sarah Hayes

Project Manager at 21 Handshake, a strategic marketing company, driven to grow relationship-driven businesses. A self described life long learner that thrives on detail, I love bringing these skills to the table to help others succeed.

Find me on: