Is Your Content Getting Found?

In the world of digital marketing, creating consistent content is key.  However, it’s important that your content gets found – otherwise, you have a lot of great content and no one to read it. Enter: content amplification.

There are three steps to casting your content out for the masses to read – creating “sticky” content that people will enjoy reading, promoting it and then amplifying it.

Create

First thing’s first – you need to craft content that will resonate with your readers. Establishing who your target audience is and creating buyer personas, or semi-fictional characters that represent that target group, will help you figure out what you need to write. Do some research on common pain points and questions that your personas might have, and create content that addresses their concerns.

In order to create content that truly speaks to your personas, you’ll need to write differently for each use language that your readers will understand. If you’re in the healthcare industry, for example, you’d want to use a different vocabulary when writing for patients and physicians – patients will want easily digestible content, while physicians will probably be looking for something more technical.

Promote

Once your content is ready to go, make it shareable. Reach your audience where they spend the most time – this can include various social media platforms and/or specialized groups across the Internet that we like to call “niche communities.” Make it as easy as possible for your readers to share your content when they see it on social media – include social sharing buttons and set up a relevant description and image so all they have to do is click to share.

Additionally, you can now link up parts of your content, such as lists, call-outs or pull quotes to be “tweetable,” giving your audience yet another way to share.

When promoting your content, test your messaging to see what results in the most shares – always continue to analyze and refine your method.

Amplify

Simply posting your content on social media isn’t enough these days. It’s time to branch out and utilize platforms that, yes, you have to pay for, but will allow you to reach a more targeted group. Across these platforms, you have many different targeting options, including industry, job title, interests, age group and education level.

Amplification platforms include:

• Facebook – sponsored posts
• Twitter – promoted tweets
• LinkedIn – sponsored posts
• StumbleUpon – paid discovery
• Outbrain
• Taboola

Are you struggling to get your message in front of the right people? Interested in learning more? Download Pyxl’s on-demand webinar to find out more about content amplification and how it can help your overall inbound marketing efforts.

Updated: Apr 13, 2022