Creating valuable and relevant content is no longer enough to attract customers. Fierce industry competition and the amount of content published daily have tightened the chances of content marketing success. Only companies with a robust content marketing strategy that includes all steps of the content lifecycle enjoy the benefits of content marketing.

Getting your content across to your target audience is critical to marketing success. No content will attain its full potential if it’s not adequately distributed and promoted with the right strategy. That is where content amplification comes in.

What Is Content Amplification?

Content amplification is the concept of using various channels to promote and distribute content to gain a wider reach. Content amplification aims to boost online presence, stay memorable, increase engagement, and ultimately drive more traffic, leads, and conversions.

It’s a vital concept for B2B marketing.

Why Is Content Amplification Important for B2B Marketing?

Content amplification is crucial to B2B marketing because it allows companies to get their content across to the right audience (decision-makers) at the right time and in the proper context.

B2B purchase decisions are often made by multiple stakeholders who ask numerous questions and conduct intense research on various platforms. Effective content amplification increases a company’s likelihood of staying top-of-mind when these decision-makers decide.

According to a Converge report, 90% of B2B companies said content amplification enhanced their content marketing strategy results. No matter how great a piece of content is and the high engagement it attracts, it’ll yield more results with content amplification.

To reach the right audience and attract qualified leads, it’s more than important for companies to use the right content amplification strategies and techniques.


7 Ways to Make Content Amplification Work for You (Platforms, Strategies, and Techniques)

Here are seven ways to amplify content:

1. Leverage Social Media

Social media is an inexhaustible gold mine for B2B brand visibility. There are over 4.7 billion people on social media, which gives marketers an ocean of prospects to tap into.

Result-focused B2B companies can use social media channels like Facebook, Twitter, LinkedIn, and Instagram to amplify content and reach a specific audience. Don’t just share content once; routinely share your content according to a content amplification strategy that aligns with your digital content strategy goals.


2. Collaborate with Influencers

A strong content amplification strategy involves partnering with industry influencers and thought leaders. Influencer marketing enables companies to share relevant content and promote their products and solutions.

According to Smart Insight’s essential influencer marketing facts for 2020, 51% of marketers agreed that influencer marketing helped them acquire better customers. This is because a partnership with the right niche influencer gives you access to an audience filled with potential clients.

While some influencers might offer this service for free, others would want a mutually beneficial relationship.


3. Adopt Paid Promotion

Another critical way to amplify content is to pay for promotions on search engines, social media, and other online platforms. B2B companies in the start-up phase can use paid promotions to gain adequate visibility and reach.

Paid promotion is a highly effective content amplification strategy that allows you to target audiences with specific demographics and interests.


4. Repurpose Your Content

People have preferences when it comes to content format. While some love reading texts, others prefer content in an image or video format. Infographics are also highly effective with some groups of people.

B2B companies should understand these natural differences and make the most of them by repurposing their content to suit different audience preferences. Repurposing content into e-books, podcasts, infographics, and videos enables your company to reach a broader audience.

Furthermore, repurposing content enables your audience to easily share them with their network, increasing your reach, conversions, and profitability.

A Referral Rock survey showed that 94% of marketers surveyed repurposed their content, while the remaining 6% planned to do so in the future. In the same study, 46% of the marketers indicated that repurposing content brought in the best results in terms of leads, conversions, etc., compared to other efforts.


5. Engage with Your Community

Communities provide opportunities for B2B marketers to amplify their content with ease. By answering questions and contributing to important discussions on online forums, commenting on other blogs, and actively connecting with others on social media, B2B marketers can efficiently promote their content to a broader audience.


6. Optimize for Search Engines

Optimizing content for search engines is crucial for companies to amplify their content. Growth-driven companies can optimize content with relevant keywords, meta descriptions, tags, and other on-page optimization strategies. Also, add several content assets, like whitepapers, e-books, templates, quizzes, infographics, and videos, to give your content a natural amplification.

GaggleAMP analyzed 50 of HubSpot’s most shared blog posts and found that 84% of the posts had content assets such as calculators, quizzes, templates, etc. Well-optimized content will rank well and go shoulder-to-shoulder with websites with strong domain authority.


7. Use Email Marketing

Email marketing is another crucial way to amplify content effectively. Email subscribers are often loyalists, and if you execute effective email marketing, they’ll always expect your emails and forward your valuable content to their networks.


Content Amplification Tools

Here are some tools to make your content amplification easier:

OutBrain: An online platform that provides content discovery and recommendation services. It allows marketers to promote their content on major media outlets and websites.

BuzzSumo: A social media analytics tool that enables companies to track trends and identify industry influencers to help promote their content.

Buffer: A social media management tool that enables users to schedule and publish content on various platforms, including Facebook, LinkedIn, Instagram, and Twitter.

CoSchedule: A tool that helps businesses create and distribute content, manage their editorial calendar, and track the performance of their marketing campaigns.

GaggleAMP: A social media amplification tool that enables businesses to amplify their social media presence using the power of employee advocacy.


Common Amplification Goals and KPIs

Here are some content amplification goals and common KPIs.

  • Increase Website Traffic: The KPIs for measuring this goal are monthly traffic, bounce rate, page views, time on site, etc.
  • Generate Leads: The KPIs to measure lead generation are conversion rate, click-through rate (CTR), cost per lead (CPL), lead quality, etc.
  • Boost Brand Awareness: Marketers use impressions, social media shares, mentions, and reach to measure this content amplification goal.
  • Improve Engagement: The most common KPIs for this content amplification goal are likes, comments, and shares on social media, email open rates, click-through rates, and time spent on a page.
  • Increase Sales: Sales increase is one of the essential content amplification goals, and it is measured with conversion rate, revenue generated, cost per acquisition (CPA), and return on investment (ROI).

Amplify Your Content to Improve Your Content Marketing ROI

Content amplification is critical to every content marketing strategy as it enhances the content reach and significantly improves brand awareness, lead generation, and return on investment. Smart B2B marketers don’t fail to make plans for content promotion while planning out their content marketing approach.

At Seven Oaks Consulting, we understand the importance of content amplification to B2B technology companies, which is why it’s a critical part of every content marketing strategy we develop.

We’re an expert content marketing agency offering content marketing solutions to B2B companies. We can serve as your content marketing team to keep your content wheel running while you focus on your business, or we can be your go-to company for outsourced content. Either way, we align our goals with yours to achieve marketing success. Reach out to learn how we can help.