When it comes to digital marketing, amplifying your content is a powerful way to boost visibility, reach and engagement with your target audience. But, what exactly is content amplification and why is it such an important strategy? In this article, we'll take a closer look at this media buying tactic, including how it works, its role in the marketing funnel, and the importance of multi-touch attribution in measuring its effectiveness.
Content amplification is a paid media strategy that uses various methods such as paid social and native advertising to amplify the reach of your content and make sure it is seen by as many people as possible. This way, your brand can be put in front of the right audience at the right time, maximizing the chances of engagement and conversion.
It's essential to note that content amplification is not the same as "content marketing." Content marketing is the process of creating and distributing valuable, relevant, and consistent content to attract and engage a specific audience with the goal of driving profitable customer action. Content amplification, on the other hand, is the act of using paid methods to promote that content and increase its reach.
There are different types of content that can be amplified, such as blogs, articles, listicles, news, videos, and podcasts. These different types of content allow you to appeal to different audiences, and can help you to achieve different goals.
In the context of the marketing funnel, content amplification is typically used at the top of the funnel to generate highly engaged first clicks with new users. The goal of content amplification is to test and learn which bits of content and messaging generate the greatest engagement with different audience segments. This engagement is tracked through metrics such as click-through rates, bounce rates, and dwell times. With this, brands can have the ability to test interest with new audience segments or to trial a new product or idea. Once you have identified which content resonates with your target audience, you can include these users within personalized remarketing funnels based on the content that first captured their interest. Thus, greatly improving conversion rates further down the funnel.
One of the most effective ways of amplifying content is by using native advertising channels such as Taboola, Yahoo, and Outbrain. These platforms allow advertisers to place their content as featured content or sponsored articles on a range of premium content sites like Business Insider, Marie Claire, Rugby Insider and Luxury Traveller. This can be a great way to reach new audiences whilst they are in the mood for content consumption. One of the biggest benefits however are the CPCs within the native platforms. On average, we see CPC's up to 5x lower than that of a Meta prospecting ad CPC. Meaning brands are able to access a much wider reach for the same budget.
Measuring the effectiveness of content amplification can be a challenge, but multi-touch attribution is a valuable tool to help you understand the impact of your campaigns. Multi-touch attribution is a method of attribution that takes into account all of the different touchpoints a potential customer had with your brand before they converted. With this information, you can optimize and adjust your content amplification strategies to better target your audience and increase conversions.
In conclusion, content amplification is a powerful media buying tactic for increasing reach, visibility and engagement with your target audience. It plays a key role in the marketing funnel by driving awareness and consideration. By using a combination of different types of content and paid methods, you can create campaigns that resonate with your audience, and by using multi-touch attribution, you can optimize your efforts and make the most out of your marketing budget. If you’d like to discuss how Planit can support your business with content amplification, please contact steve.cox@planit.co.uk or sam.douglas@planit.co.uk