This article is based on an awesome class taught by Ari Nahmani of Kahena Digital, at a MadeinJLM Inbound Marketing Meetup.
In a nutshell, the new marketing style being adopted by companies worldwide involves creating content that other people are interested in. Instead of pushing yourself in front of other people, you make yourself appealing and interesting enough that they come to you. In the process, you also establish yourself as a credible source of information, and you hope that they eventually purchase your product.
Even if you decide to adopt this strategy and begin creating content that, to quote Hubspot, delights your customer; there are still strategies you can use to maximize the amount interested parties who end up seeing your content. It’s not enough to just publish to your own blog, you need to hustle and push your content into situations that will lead to more people seeing it.
The three main strategies are:
This is the art of taking your content and posting it to other sites that people frequent, in order that it reach additional people. An example of this might be posting your article to StumbleUpon or Reddit.
Of course, you content still needs to be good, but once it is, you are now increasing the number of people exposed to it. The trend is that more and more people are looking to content aggregators to select the best content for them in a given topic, our job is to make sure those curators know about our content.
Here are some up-and-coming sites Ari mentioned:
Instead of just paying for a generic google or Facebook ad, there are platforms designed to serve up your content to people who have shown interest in content similar to yours. This means you are reaching an already engaged audience.
Even if you don’t have the budget for a full campaign, it can still be useful to A/B test your headlines.
This is the art of pushing your content in front of a specific niche group of people, smaller than the total amount of people who are interested in, say, Swedish Poodles, your area of expertise.
Cookies – using cookies on your site plus the power of google analytics, you can target people who showed interest in your site as a whole but didn’t see a specific piece of content. You are basically able to reach a specific group of people and say “you liked us in general; you might be interested in this specific offering”.
Boost a post – instead of just pressing the boost button on your Facebook post, go to the ad manager and boost it from there. That way you can micro target a specific group of people who would be most interested in it.
For example, if you want it to be picked up by a journalist, you can target people who are interested in journalism, or studied it in university. This increases the chances of showing up in their feed and being picked up.
Keywords – adding certain words to your posts can also increase the chances of being picked up by a journalist. Phrases like “for a story” or “for a piece” are search terms that journalists use to find noteworthy events to cover. You can also do the reverse, set up a google alert to alert you when a journalist posts a search term that you can contribute to.
I found this info to be extremely insightful, and hope you do to. Do you have any content marketing amplification strategies you want to share?
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