4 Steps to Amplified Content Marketing


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Content marketing seemed easy at first. Blogs were new and hugely popular, and marketers saw an opportunity: a way to connect more personally and directly with their audience, without the usual number of brand-to-audience barriers.

It was fine, for a while. Brands have developed relationships with their audiences that have moved away from sales pitches; instead, the brands acted as an expert resource. Search engine optimization got into the mix when marketers incorporated keywords into blog posts to ensure their content could beat others vying for the attention of a blog post. audience.

However, SEO strategy and competitive pressure eventually led to a focus on quantity of content, serving search engines, not audiences.

This ever-increasing demand for content is why content marketers have landed in their current state: overworked, underappreciated, siled, still pursuing an almost impossible goal. They are expected to create massive amounts of high-quality content in no time, all on the basis that the more content you produce, the more likely it is to rank higher, satisfying search engines for one more day.

And as audiences became more interested in audio and video content, those responsibilities were also imposed on content marketers, leaving them to juggle priorities while chasing an impersonal algorithm.

Marketers spend an average of 33 hours per week creating content, according to Casted’s State of the Content Marketer report. And that’s just one of many responsibilities, which include campaign and vendor management, agency communications management, and media liaison.

It’s no surprise that marketers under pressure to produce, produce, produce have taken the “good enough to go live” approach to their work.

To compete in today’s climate, marketers need a strategy that helps them prioritize audience interests while making better use of their time. They need methods that maximize the value of the content they share instead of giving in to the demand for more. They need to be able to measure the effectiveness of their content to continue creating better content that is more engaging, informative, and useful to their audience. They need tools to resume the highly creative work that got them into marketing in the first place.

They need an amplified marketing strategy. Here are four steps to get there.

1. Listen to your audience

Amplified Marketing relies on expert interviews and conversations, captured with video and audio, which serve as source content for a range of blog posts, email marketing campaigns, content social media and video and audio clips.

By starting with topics and thought leaders that provide value to your audience members (answering their questions, offering solutions to their problems, and inspiring them), you can streamline your content creation, align your marketing teams across all channels and start serving your audience again. . Then, use robust metrics to identify effective content so you can track your audience with confidence.

Most of the content marketers we interviewed are already looking for a way to flesh out their video content and podcast offerings to improve audience engagement. An amplified marketing approach supports these goals as part of a larger goal: to free content marketers from cycles of “good enough” so they can get creative to compete with the endless options available to their audience. .

2. Have a conversation

Start by asking what interests your audience and who can offer their expertise. Instead of tasking a junior marketer with writing a series of blog posts on the subject, find someone passionate and knowledgeable, and save time on the schedule.

Starting with a human connection will resonate with your audience. It can be as formal as a keynote or webinar, or as informal as a podcast episode or virtual video chat. Whatever you choose, make it a great conversation starter by discovering new perspectives, introducing unexpected questions, and centering your audience’s interests.

Record this conversation, using the equipment you have: Zoom, Teams, Skype or just simple equipment for an in-person conversation.

3. Amplify it

Once you’ve recorded a conversation full of ideas, insights, and flavor — full of the kind of connection your audience craves — share it. But don’t stop there: break down this powerful talk into a whole collection of content for use across all channels.

Although all of the content marketers we surveyed said they create webinars (usually monthly), less than half said they use snippets of these webinars in their social media or email marketing.

Amplifying your content can mean using a video transcript for a series of blog posts, turning a webinar into a series of shorter videos embedded in email or social content, and using audio for a podcast episode ( or a whole series!), thus saving time and getting the most out of what you create.

Measure the impact of your content and track your success

Amplifying content optimizes the work of marketers. But to make that work worthwhile, you need tools to measure its performance so you can do more of what works. You need technology that offers insights beyond vanity metrics and actionable data to help your team build your brand and align with your audience.

The following awareness and demand metrics are a good starting point:

  • Audience Growth
  • Traffic growth
  • Social shares
  • social media quotes
  • Traffic to conversation-oriented content
  • Conversions from conversation-driven content
  • The impact of content on the purchase cycle
  • Revenue attributed to content

Once you’ve gone through the whole process, repeat it. To find another great voice with something to say, on a topic important to your audience. Use this conversation to find the best nuggets and use them to power your content. Measure to find out what worked and build on it.

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We asked marketers what they needed, and they told us: more time for creativity, more customer insights, more meaningful metrics, a better way to do what they love. Amplified marketing is the next generation of engaging content creation, a way to re-establish human connection and stand out in a crowd of “good enough to post” similarities.

More Resources on Amplified Content Marketing

No time to create content? Turn a webinar into nine marketing pieces in less than 14 days… without killing yourself

Content Intelligence Isn’t Just for Demand Generation Marketers

The State of B2B Content Amplification