Your Great Content Sucks Unless You Amplify It

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Your content is great. But it sucks too. Why? Because great content sucks if nobody can see it. In a previous post I discussed the content ideation and creation process in light of both a study by Moz & Buzzsumo and insights from Brighton SEO. If you think you need a refresh on how to create great content, I recommend heading over there before reading this post; if you have the creation side of things covered, but are having issues getting it seen, read on.

Content amplification is the process of increasing the reach and awareness of a piece of content through organic or paid channels. Here are some tips to get you started:

Organic Social

The first port of call for any content should be to share it on your social media platforms. This pushes the content to an already engaged audience and can potentially be a source of feedback on your content (check out this great case study on amplifying content through Reddit). Make sure to tweet at any key influencers or contributors to your content for some potential ReTweets and even further expansion of organic reach. While great, the only drawback of organic social media amplification is that due to restrictions on Facebook and the waterfall nature of Twitter, you need a large community of followers to get any significant traction (see our services page if you think you could use a hand building your social community).

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Paid Social

The days of getting millions of people to see your content for free just by ‘being on Facebook’ are long gone. Continuous tweaks to Facebook’s Edgerank algorithm means that only a very small percentage of your audience will see a post; and the nature of Twitter is such that unless you post 8-10 times a day, your tweet about your awesome content will likely be drowned out by thousands of others clamouring for a piece of the social pie. Rather conveniently, social networks let you pay your way to social success by promoting your posts with pinpoint accuracy to your chosen audience.

Paid Search

It’s often thought of in a more commercial light, but utilising paid search to get traction on your article can be very effective. Head over to Google’s Keyword Planner and keywordtool.io and do some keyword research (check out this article if you want to learn more about keyword research). Are there some longtail queries that your content answers? Great! Get a Google AdWords campaign on the go for some easy (and potentially cheap!) traffic to your content.

Blogger Outreach

This is a bit more of a manual job, but when it works, it really works. If you don’t already know, take a good long look at your content and write down what kind of audience and industry it’s aimed at. Then use a few tools like Buzzsumo and Followerwonk to identify influencers in those areas, and write them a very nice email introducing your content and asking if they think it’s something they might be able to share with their audience.

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Organic Search

Technically it’s not a platform you can really ‘amplify’ on, but the importance of ensuring your content is well optimised for organic search (and also paid search for that matter) cannot be stressed enough. If you have already conducted keyword research as mentioned before, great, if not, do so now. Make sure to pay particular attention to your content’s URL, Title Tag, Meta Description (this really helps your CTR), H1 and Image Alt tags (not to mention any actual text content itself). You can head over here to see more about some of our organic and paid search services.

Content Discovery Platforms

Utilising a content discovery platform like Outbrain can be a great way to expand the reach of your content. Platforms like these can get your content listed on some of the world’s top publisher websites at very reasonable prices. Check out our blog article with 5 reasons to use Outbrain.

On-Page Optimisation

Lastly, but certainly not least, making sure that your content page is well optimised from a CRO/social sharing standpoint is crucial for amplification purposes. If you have great content and drive people to it, but they can’t find or use a social sharing button because the coding is clunky or it’s hidden in a corner somewhere, you’ve missed an opportunity.

Utilising even just a few of the above content amplification techniques (I would recommend one organic, one paid, and one on-page for balance) can make a huge impact on the awareness and reach of your content. What do you think? Anything I missed? Let me know in the comments! In the meantime, thanks for reading.

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