But despair not; there’s a remedy \u2013 content amplification. <\/p>\n\n\n\n
It’s the secret weapon to reaching wider audiences without overwhelming your marketing team with endless content deadlines.<\/p>\n\n\n\n
In this article, I’ll unveil the four powerful ways to amplify your content and get your brand noticed. <\/p>\n\n\n\n
So without further ado, let\u2019s get started: <\/p>\n\n\n\n
What is Content Amplification?<\/strong><\/h3>\n\n\n\nAfter you\u2019ve published your article, there are two main methods to get your content in front of your target readers: promotion<\/a> and amplification. <\/p>\n\n\n\nContent promotion focuses on organic reach\u2013i.e. when you promote content to your existing following.<\/strong><\/p>\n\n\n\n(Think: posting on social media, sending an email newsletter to your list and updating your website\u2019s blog.)<\/p>\n\n\n\n
This is typically the type of spike in traffic your promotion strategies will create: <\/p>\n\n\n\n![\"Content](\"data:image\/svg+xml;base64,PHN2ZyB3aWR0aD0iMSIgaGVpZ2h0PSIxIiB4bWxucz0iaHR0cDovL3d3dy53My5vcmcvMjAwMC9zdmciPjwvc3ZnPg==\")
<\/figure>\n\n\n\nA content amplification strategy, however, aims to maintain engagement and relevance long after publication date.<\/strong> <\/p>\n\n\n\nProvided, you\u2019ve amplifying your content effectively, you should hope to see a compounding growth like this:<\/p>\n\n\n\n<\/figure>\n\n\n\nA great content strategy always attempts to employ a little of both promotion and amplification. <\/p>\n\n\n\n
You want to give your content an initial boost to notify algorithms of its quality and influence. But, as these initial energy wanes, it\u2019s important to also find ways to maintain the momentum without having to start from scratch each time.<\/p>\n\n\n\n
The Four Main Ways to Amplify Your Content<\/strong><\/h3>\n\n\n\n\n- Content Repurposing<\/strong><\/li>\n<\/ol>\n\n\n\n
Repurposing is when you change existing content from one format to another. <\/p>\n\n\n\n
It often happens when you divide long-form content, such as whitepapers<\/a> or podcast interviews, into shorter formats, like Twitter or LinkedIn posts.<\/p>\n\n\n\nThe philosophy of repurposing content is simple: why post a high-quality asset only once when you can reach 20x the audience by leveraging other online platforms?<\/em> <\/p>\n\n\n\nBy splintering your content into smaller chunks<\/a>, you can also increase the chances of hooking your readers by experimenting with various different appeals:<\/p>\n\n\n\n<\/figure>\n\n\n\nA great example of repurposing in the SaaS space comes from the event management tool, Lasso<\/a>. <\/p>\n\n\n\nJust look at the results their marketing manager, Jess Cook, shared on the \u201cContent, Briefly<\/a>\u201d podcast:<\/p>\n\n\n\n“Twelve times more people saw the repurposed content than saw it in its original form. And that’s a really nice benchmark that we’re trying to hit or exceed.\u201d<\/em><\/p>\n\n\n\nAgain, they\u2019ve taken long-form assets and found creative ways to incorporate them into their social content calendar:<\/p>\n\n\n\n<\/figure>\n\n\n\n\n- Content Syndication<\/strong><\/li>\n<\/ol>\n\n\n\n
Content syndication is one of those intimidating and complex terms that sound like much more trouble than they’re worth. But, in reality, it simply means to post your existing content\u2013in-full\u2013on other platforms.<\/p>\n\n\n\n
The beauty of syndicating your content is there\u2019s very little extra effort required. You take existing content that\u2019s performed particularly well and you share it to other platforms. <\/p>\n\n\n\n<\/figure>\n\n\n\nAccording to Hubspot<\/a>, you can break content syndication into four main categories:<\/p>\n\n\n\n<\/figure>\n\n\n\nSome of the most popular locations for content syndication include:<\/p>\n\n\n\n
\n- Blogs posts \u2192 LinkedIn newsletters:<\/li>\n<\/ul>\n\n\n\n
Just look at the growth of OrbitMedia<\/a>\u2019s LinkedIn Newsletter:<\/p>\n\n\n\n\u201cImmediately after sending <\/em>the first edition<\/em><\/a>, we had a few hundred subscribers. That grew to 100k within the first 10 months. After two years, we hit 175k subscribers. People started asking if this was our main channel for marketing.\u201d\u2013Andy Crestodina<\/em><\/p>\n\n\n\n<\/figure>\n\n\n\n\n- Blog posts on personal website \u2192 Blog posts on big publication<\/li>\n<\/ul>\n\n\n\n
Instead of gambling on unproven pieces, oftentimes big publications will prefer to syndicate top-performing content.<\/p>\n\n\n\n
Unsurprisingly, there are several positives from both parties. The publications get exciting content that will create some buzz and the creators get more eyeballs on their work. <\/p>\n\n\n\n
As James Clear shares<\/a>, syndication can result in very tangible growth for your following:<\/p>\n\n\n\n\u201c\u2026 an article that originally ran on my site and then was re-published by Lifehacker later on. I gained over 600 subscribers from the Lifehacker version, and I didn\u2019t have to put in any additional work writing a new article.\u201d<\/em><\/p>\n\n\n\n\n- Blog posts \u2192 Niche Sites and RSS feeds<\/li>\n<\/ul>\n\n\n\n
And if it\u2019s too difficult to get your work published on a big name website, there\u2019s always smaller syndication sites to consider.\u00a0Another option is working with publisher networks such as AdsNetwork<\/a>, which help brands distribute content across relevant websites and reach new audiences. This can be an effective way to increase visibility without relying solely on owned media channels.<\/p>\n\n\n\nThe fastest way to discover syndication opportunities is to search make a search like this into Google:<\/p>\n\n\n\n
Topic + (\u201coriginally published\u201d) or (\u201cwrite for us\u201d) or (\u201ccontributor guidelines\u201d)<\/p>\n\n\n\n<\/figure>\n\n\n\nTop tip<\/strong>: Study the community before promoting your own stuff. Always make sure to follow the contribution guidelines.<\/p>\n\n\n\n\n- Influencer Collaboration<\/strong><\/li>\n<\/ol>\n\n\n\n
According to Hubspot<\/a>, influencer marketing has been a seriously popular way to distribute content for B2B: <\/p>\n\n\n\nMost B2B marketers \u2014 71% \u2014 planned on investing more in influencer marketing this year, and likely was a wise choice as this avenue will continue to grow in 2023.<\/em><\/p>\n\n\n\nAnd it\u2019s hardly surprising why. What better way is there to amplify content than to share it via influencer outreach<\/a>, amongst a collection of influential folks with their own followings? <\/p>\n\n\n\nThis is exactly what the team at Omniscient did for Wordable<\/a>. <\/p>\n\n\n\n<\/figure>\n\n\n\nInstead of publishing a few generic articles to their small audience, they sought to create a little buzz by creating \u201cThe Content Crafters\u201d interview series<\/a>.<\/p>\n\n\n\nThe beauty of this approach was that it hit two birds with one stone: engaging thought leadership content with a baked-in incentive for influencers to promote. <\/p>\n\n\n\n
And\u2026 What starts as simple content promotion, becomes a larger amplification strategy as the backlinks started to accumulate:<\/p>\n\n\n\n<\/figure>\n\n\n\nYou\u2019re not limited to podcasts either, this is frequently used as a solid strategy to build authority and attention to long-form whitepapers and e-books<\/a>.<\/p>\n\n\n\nFor example, this piece by S&P Global Market Intelligence: \u201cData and Digital Transformation: Insights From Shipping Leaders<\/a>\u201d. It includes quotes from six of highly influential SMEs from several different international markets.<\/p>\n\n\n\n\n- Paid Promotion<\/strong><\/li>\n<\/ol>\n\n\n\n
Out of all the four amplification strategies, paid promotion offers the most control\u2013by far. <\/p>\n\n\n\n
You can reach lookalike audiences of your ideal customer profile to an exacting degree. And there\u2019s a variety to choose from depending on your specific content goals.<\/p>\n\n\n\n
For example you could promote your newsletter on Twitter:<\/p>\n\n\n\n<\/figure>\n\n\n\nPromote a piece of popular product-led content<\/a> in a competitive Google SERP:<\/p>\n\n\n\n<\/figure>\n\n\n\nOr you can even use widget recommendations<\/a> like Taboola or Outbrain to get your content on dozens of sites including Business Insider.<\/p>\n\n\n\n<\/figure>\n\n\n\n(Image source<\/a>)<\/p>\n\n\n\nHow to Amplify to Your Content (4 Key Tips) <\/strong><\/h3>\n\n\n\nRegardless of whether you choose repurpose, syndicate, influencer marketing or paid promotion\u2013there\u2019s a few principles that will help you get the most out of your amplification efforts:<\/p>\n\n\n\n
1. Nail Your ICP (Ideal Customer Profile)<\/strong><\/h4>\n\n\n\nBefore you even think about amplification, you need to know who you’re targeting and what you want them to do. <\/p>\n\n\n\n
This means figuring out the purpose of your content and how it fits into your larger content strategy.<\/p>\n\n\n\n
So, start by defining your target audience<\/a>. Understand their interests, pain points and their JTBD (Jobs-To-Be-Done). <\/p>\n\n\n\nThis will help you to make sure any content you choose to amplify is first and foremost relevant to your audience<\/em><\/strong>.<\/em><\/p>\n\n\n\n<\/figure>\n\n\n\n2. Amplify What\u2019s Already Working<\/strong><\/h4>\n\n\n\nWhen deciding which content to amplify, it’s smart to start with what’s already resonating with your audience. <\/p>\n\n\n\n
The math is fairly conclusive:<\/p>\n\n\n\n
High-performing content + Amplifier = Huge Success<\/p>\n\n\n\n
Low-performing content + Amplifier = Huge Failure<\/p>\n\n\n\n
Although amplification strategies require less effort than starting our content creation<\/a> process from scratch, it\u2019s important to avoid wasting time and attention pushing sub-par content. <\/p>\n\n\n\nWhile your earned following may trust everything you make, it\u2019s unlikely a wider audience will be so lenient.<\/p>\n\n\n\n
Top Tip:<\/strong> As the B2B wizard, Jay Acunzo<\/a>, often professes it\u2019s super important to prioritize resonance over reach<\/a>. A great way to do this is often to look into the qualitative feedback on our content, for example responses to our email newsletter or comments on a social post.<\/p>\n\n\n\n3. Prioritize the Right Channels<\/strong><\/h4>\n\n\n\nOne of the biggest problems marketers run into when attempting to amplify their reach is that they spread themselves too thin. <\/p>\n\n\n\n
They try paid social. Then move on to pitch their blogs to big publications. Then they attempt to create Gary Vee-style TikToks. <\/p>\n\n\n\n
And the problem is that they never slow down enough to get good results with any of them. When you manage multiple social media accounts<\/a> without focus, you dilute your efforts and struggle to build momentum on any single platform.<\/p>\n\n\n\nAt Omniscient, for example, growing the email list\u2013Fieldnotes<\/a>\u2013is a priority. It\u2019s a key metric nurturing prospects into paying customers. Therefore it makes plenty of sense to double down on this as a key amplification strategy.<\/p>\n\n\n\nThis is why they\u2019ve decided to syndicate the content for their blog. (A great low-effort way to increase organic traffic.)<\/p>\n\n\n\n<\/figure>\n\n\n\n4. Map Your Content Distribution Universe <\/strong><\/h4>\n\n\n\nAmplification means placing your content in channels they\u2019ll be seen. <\/p>\n\n\n\n
This means that although you could invest in local newspaper ads\u2013it\u2019s probably not a wise digital marketing strategy. It’s very likely not where your ideal reader hangs out. <\/p>\n\n\n\n
It\u2019s much more likely they\u2019ll get their news from specific influencers, social media platforms, publications and niche communities.<\/p>\n\n\n\n
As Alex Birkett shares<\/a>, this is why it\u2019s crucial to map the \u201cContent Universe\u201d of our ideal readers:<\/p>\n\n\n\n\u201cIt\u2019s about mapping your \u201cuniverse,\u201d the center being your ideal clients, but the outer rings being those secondary and tertiary audiences that they follow.\u201d<\/em><\/p>\n\n\n\n<\/figure>\n\n\n\nTop Tip: <\/strong>SparkToro<\/a> and BuzzSumo<\/a> are two great content amplification tools for exploring key influencers and publications within your niche. <\/p>\n\n\n\n<\/figure>\n\n\n\n\n- Monitor and Adjust<\/strong><\/li>\n<\/ol>\n\n\n\n
Remember, data is your friend. <\/p>\n\n\n\n
While it can be tempting to post, promote and forget, great amplification is often a more long-term effort. <\/p>\n\n\n\n
It\u2019s about assessing your top-performing owned and paid media assets and squeezing as much energy as you can.<\/p>\n\n\n\n
Just look at how Hubspot A\/B tests their paid social media channels. Rather than just post one ad, they are constantly seeking to perfect their messaging with dozens of experiments. <\/p>\n\n\n\n
The result is that instead of an initial spike, Hubspot is consistently trying to grow the maximum possible output from each paid ad and social media post.<\/p>\n\n\n\n<\/figure>\n\n\n\nConclusion<\/strong><\/h2>\n\n\n\nYou\u2019ve already put a heap of time into creating excellent content. You may have also invested your time and money into promoting it. Therefore, you at least owe it to your readers to do everything you can to get it in front of them. <\/p>\n\n\n\n
Rather than quit right at the last hurdle, why not go all the way and get your target audience to actually read your content?<\/p>\n\n\n\n
Whether it\u2019s a whitepaper, podcast or blog post\u2013repurposing, syndication, influencer marketing and paid promotion\u2013are solid content amplification strategies to reach your ideal audience.<\/p>\n\n\n\n
And, if you\u2019re lucky, it may just be the beginning of a long fruitful relationship\u2013as they delve deep into your content library and explore your products.<\/p>\n","protected":false},"excerpt":{"rendered":"
Ever feel like you\u2019ve spent an eternity creating the perfect…<\/p>\n","protected":false},"author":30,"featured_media":3414,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[125,128],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-3413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content-marketing","8":"category-promotion"},"yoast_head":"\n
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It\u2019s enough to make you think one of","og_url":"https:\/\/beomniscient.com\/blog\/content-amplification\/","og_site_name":"Omniscient Digital","article_published_time":"2023-09-09T14:41:15+00:00","article_modified_time":"2026-06-11T09:08:56+00:00","og_image":[{"width":1200,"height":600,"url":"https:\/\/beomniscient.com\/wp-content\/uploads\/2023\/09\/Blog-Header-Image-28.png","type":"image\/png"}],"author":"Nick Waghorn","twitter_card":"summary_large_image","twitter_creator":"@beomniscient_","twitter_site":"@beomniscient_","twitter_misc":{"Written by":"Nick Waghorn","Est. reading time":"12 minutes"},"schema":{"@context":"https:\/\/schema.org","@graph":[{"@type":"Article","@id":"https:\/\/beomniscient.com\/blog\/content-amplification\/#article","isPartOf":{"@id":"https:\/\/beomniscient.com\/blog\/content-amplification\/"},"author":{"name":"Nick Waghorn","@id":"https:\/\/beomniscient.com\/#\/schema\/person\/17887d9aac96a81df516d8082e94a9f0"},"headline":"A Practical Guide to Content Amplification","datePublished":"2023-09-09T14:41:15+00:00","dateModified":"2026-06-11T09:08:56+00:00","mainEntityOfPage":{"@id":"https:\/\/beomniscient.com\/blog\/content-amplification\/"},"wordCount":1906,"publisher":{"@id":"https:\/\/beomniscient.com\/#organization"},"image":{"@id":"https:\/\/beomniscient.com\/blog\/content-amplification\/#primaryimage"},"thumbnailUrl":"https:\/\/beomniscient.com\/wp-content\/uploads\/2023\/09\/Blog-Header-Image-28.png","articleSection":["Content Marketing","Promotion"],"inLanguage":"en-US"},{"@type":"WebPage","@id":"https:\/\/beomniscient.com\/blog\/content-amplification\/","url":"https:\/\/beomniscient.com\/blog\/content-amplification\/","name":"A Practical Guide to Content Amplification - 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Content promotion focuses on organic reach\u2013i.e. when you promote content to your existing following.<\/strong><\/p>\n\n\n\n (Think: posting on social media, sending an email newsletter to your list and updating your website\u2019s blog.)<\/p>\n\n\n\n This is typically the type of spike in traffic your promotion strategies will create: <\/p>\n\n\n\n A content amplification strategy, however, aims to maintain engagement and relevance long after publication date.<\/strong> <\/p>\n\n\n\n Provided, you\u2019ve amplifying your content effectively, you should hope to see a compounding growth like this:<\/p>\n\n\n\n A great content strategy always attempts to employ a little of both promotion and amplification. <\/p>\n\n\n\n You want to give your content an initial boost to notify algorithms of its quality and influence. But, as these initial energy wanes, it\u2019s important to also find ways to maintain the momentum without having to start from scratch each time.<\/p>\n\n\n\n Repurposing is when you change existing content from one format to another. <\/p>\n\n\n\n It often happens when you divide long-form content, such as whitepapers<\/a> or podcast interviews, into shorter formats, like Twitter or LinkedIn posts.<\/p>\n\n\n\n The philosophy of repurposing content is simple: why post a high-quality asset only once when you can reach 20x the audience by leveraging other online platforms?<\/em> <\/p>\n\n\n\n By splintering your content into smaller chunks<\/a>, you can also increase the chances of hooking your readers by experimenting with various different appeals:<\/p>\n\n\n\n A great example of repurposing in the SaaS space comes from the event management tool, Lasso<\/a>. <\/p>\n\n\n\n Just look at the results their marketing manager, Jess Cook, shared on the \u201cContent, Briefly<\/a>\u201d podcast:<\/p>\n\n\n\n “Twelve times more people saw the repurposed content than saw it in its original form. And that’s a really nice benchmark that we’re trying to hit or exceed.\u201d<\/em><\/p>\n\n\n\n Again, they\u2019ve taken long-form assets and found creative ways to incorporate them into their social content calendar:<\/p>\n\n\n\n Content syndication is one of those intimidating and complex terms that sound like much more trouble than they’re worth. But, in reality, it simply means to post your existing content\u2013in-full\u2013on other platforms.<\/p>\n\n\n\n The beauty of syndicating your content is there\u2019s very little extra effort required. You take existing content that\u2019s performed particularly well and you share it to other platforms. <\/p>\n\n\n\n According to Hubspot<\/a>, you can break content syndication into four main categories:<\/p>\n\n\n\n Some of the most popular locations for content syndication include:<\/p>\n\n\n\n Just look at the growth of OrbitMedia<\/a>\u2019s LinkedIn Newsletter:<\/p>\n\n\n\n \u201cImmediately after sending <\/em>the first edition<\/em><\/a>, we had a few hundred subscribers. That grew to 100k within the first 10 months. After two years, we hit 175k subscribers. People started asking if this was our main channel for marketing.\u201d\u2013Andy Crestodina<\/em><\/p>\n\n\n\n Instead of gambling on unproven pieces, oftentimes big publications will prefer to syndicate top-performing content.<\/p>\n\n\n\n Unsurprisingly, there are several positives from both parties. The publications get exciting content that will create some buzz and the creators get more eyeballs on their work. <\/p>\n\n\n\n As James Clear shares<\/a>, syndication can result in very tangible growth for your following:<\/p>\n\n\n\n \u201c\u2026 an article that originally ran on my site and then was re-published by Lifehacker later on. I gained over 600 subscribers from the Lifehacker version, and I didn\u2019t have to put in any additional work writing a new article.\u201d<\/em><\/p>\n\n\n\n And if it\u2019s too difficult to get your work published on a big name website, there\u2019s always smaller syndication sites to consider.\u00a0Another option is working with publisher networks such as AdsNetwork<\/a>, which help brands distribute content across relevant websites and reach new audiences. This can be an effective way to increase visibility without relying solely on owned media channels.<\/p>\n\n\n\n The fastest way to discover syndication opportunities is to search make a search like this into Google:<\/p>\n\n\n\n Topic + (\u201coriginally published\u201d) or (\u201cwrite for us\u201d) or (\u201ccontributor guidelines\u201d)<\/p>\n\n\n\n Top tip<\/strong>: Study the community before promoting your own stuff. Always make sure to follow the contribution guidelines.<\/p>\n\n\n\n According to Hubspot<\/a>, influencer marketing has been a seriously popular way to distribute content for B2B: <\/p>\n\n\n\n Most B2B marketers \u2014 71% \u2014 planned on investing more in influencer marketing this year, and likely was a wise choice as this avenue will continue to grow in 2023.<\/em><\/p>\n\n\n\n And it\u2019s hardly surprising why. What better way is there to amplify content than to share it via influencer outreach<\/a>, amongst a collection of influential folks with their own followings? <\/p>\n\n\n\n This is exactly what the team at Omniscient did for Wordable<\/a>. <\/p>\n\n\n\n Instead of publishing a few generic articles to their small audience, they sought to create a little buzz by creating \u201cThe Content Crafters\u201d interview series<\/a>.<\/p>\n\n\n\n The beauty of this approach was that it hit two birds with one stone: engaging thought leadership content with a baked-in incentive for influencers to promote. <\/p>\n\n\n\n And\u2026 What starts as simple content promotion, becomes a larger amplification strategy as the backlinks started to accumulate:<\/p>\n\n\n\n You\u2019re not limited to podcasts either, this is frequently used as a solid strategy to build authority and attention to long-form whitepapers and e-books<\/a>.<\/p>\n\n\n\n For example, this piece by S&P Global Market Intelligence: \u201cData and Digital Transformation: Insights From Shipping Leaders<\/a>\u201d. It includes quotes from six of highly influential SMEs from several different international markets.<\/p>\n\n\n\n Out of all the four amplification strategies, paid promotion offers the most control\u2013by far. <\/p>\n\n\n\n You can reach lookalike audiences of your ideal customer profile to an exacting degree. And there\u2019s a variety to choose from depending on your specific content goals.<\/p>\n\n\n\n For example you could promote your newsletter on Twitter:<\/p>\n\n\n\n Promote a piece of popular product-led content<\/a> in a competitive Google SERP:<\/p>\n\n\n\n Or you can even use widget recommendations<\/a> like Taboola or Outbrain to get your content on dozens of sites including Business Insider.<\/p>\n\n\n\n (Image source<\/a>)<\/p>\n\n\n\n Regardless of whether you choose repurpose, syndicate, influencer marketing or paid promotion\u2013there\u2019s a few principles that will help you get the most out of your amplification efforts:<\/p>\n\n\n\n Before you even think about amplification, you need to know who you’re targeting and what you want them to do. <\/p>\n\n\n\n This means figuring out the purpose of your content and how it fits into your larger content strategy.<\/p>\n\n\n\n So, start by defining your target audience<\/a>. Understand their interests, pain points and their JTBD (Jobs-To-Be-Done). <\/p>\n\n\n\n This will help you to make sure any content you choose to amplify is first and foremost relevant to your audience<\/em><\/strong>.<\/em><\/p>\n\n\n\n When deciding which content to amplify, it’s smart to start with what’s already resonating with your audience. <\/p>\n\n\n\n The math is fairly conclusive:<\/p>\n\n\n\n High-performing content + Amplifier = Huge Success<\/p>\n\n\n\n Low-performing content + Amplifier = Huge Failure<\/p>\n\n\n\n Although amplification strategies require less effort than starting our content creation<\/a> process from scratch, it\u2019s important to avoid wasting time and attention pushing sub-par content. <\/p>\n\n\n\n While your earned following may trust everything you make, it\u2019s unlikely a wider audience will be so lenient.<\/p>\n\n\n\n Top Tip:<\/strong> As the B2B wizard, Jay Acunzo<\/a>, often professes it\u2019s super important to prioritize resonance over reach<\/a>. A great way to do this is often to look into the qualitative feedback on our content, for example responses to our email newsletter or comments on a social post.<\/p>\n\n\n\n One of the biggest problems marketers run into when attempting to amplify their reach is that they spread themselves too thin. <\/p>\n\n\n\n They try paid social. Then move on to pitch their blogs to big publications. Then they attempt to create Gary Vee-style TikToks. <\/p>\n\n\n\n And the problem is that they never slow down enough to get good results with any of them. When you manage multiple social media accounts<\/a> without focus, you dilute your efforts and struggle to build momentum on any single platform.<\/p>\n\n\n\n At Omniscient, for example, growing the email list\u2013Fieldnotes<\/a>\u2013is a priority. It\u2019s a key metric nurturing prospects into paying customers. Therefore it makes plenty of sense to double down on this as a key amplification strategy.<\/p>\n\n\n\n This is why they\u2019ve decided to syndicate the content for their blog. (A great low-effort way to increase organic traffic.)<\/p>\n\n\n\n Amplification means placing your content in channels they\u2019ll be seen. <\/p>\n\n\n\n This means that although you could invest in local newspaper ads\u2013it\u2019s probably not a wise digital marketing strategy. It’s very likely not where your ideal reader hangs out. <\/p>\n\n\n\n It\u2019s much more likely they\u2019ll get their news from specific influencers, social media platforms, publications and niche communities.<\/p>\n\n\n\n As Alex Birkett shares<\/a>, this is why it\u2019s crucial to map the \u201cContent Universe\u201d of our ideal readers:<\/p>\n\n\n\n \u201cIt\u2019s about mapping your \u201cuniverse,\u201d the center being your ideal clients, but the outer rings being those secondary and tertiary audiences that they follow.\u201d<\/em><\/p>\n\n\n\n Top Tip: <\/strong>SparkToro<\/a> and BuzzSumo<\/a> are two great content amplification tools for exploring key influencers and publications within your niche. <\/p>\n\n\n\n Remember, data is your friend. <\/p>\n\n\n\n While it can be tempting to post, promote and forget, great amplification is often a more long-term effort. <\/p>\n\n\n\n It\u2019s about assessing your top-performing owned and paid media assets and squeezing as much energy as you can.<\/p>\n\n\n\n Just look at how Hubspot A\/B tests their paid social media channels. Rather than just post one ad, they are constantly seeking to perfect their messaging with dozens of experiments. <\/p>\n\n\n\n The result is that instead of an initial spike, Hubspot is consistently trying to grow the maximum possible output from each paid ad and social media post.<\/p>\n\n\n\n You\u2019ve already put a heap of time into creating excellent content. You may have also invested your time and money into promoting it. Therefore, you at least owe it to your readers to do everything you can to get it in front of them. <\/p>\n\n\n\n Rather than quit right at the last hurdle, why not go all the way and get your target audience to actually read your content?<\/p>\n\n\n\n Whether it\u2019s a whitepaper, podcast or blog post\u2013repurposing, syndication, influencer marketing and paid promotion\u2013are solid content amplification strategies to reach your ideal audience.<\/p>\n\n\n\n And, if you\u2019re lucky, it may just be the beginning of a long fruitful relationship\u2013as they delve deep into your content library and explore your products.<\/p>\n","protected":false},"excerpt":{"rendered":" Ever feel like you\u2019ve spent an eternity creating the perfect…<\/p>\n","protected":false},"author":30,"featured_media":3414,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"content-type":"","footnotes":""},"categories":[125,128],"tags":[],"wf_post_folders":[],"class_list":{"0":"post-3413","1":"post","2":"type-post","3":"status-publish","4":"format-standard","5":"has-post-thumbnail","7":"category-content-marketing","8":"category-promotion"},"yoast_head":"\n![\"Content](\"https:\/\/lh4.googleusercontent.com\/1ZbaVZzZSQaPTt3VbZUj3cMKnVq5xQ8V9-5XSRbpYO5gdrxLQf6JcN1E1zFfpMQPvjr6kEKfRAT4KFiRRc0udWNtjx7TbQmozXQfmmHrVAuNBT42-or1RGQ9bKvob-b689Nor4JQDVNso68g5mteAXM\")
![\"Content](\"https:\/\/lh4.googleusercontent.com\/iIzk60uy1ILdKd75wBcrl2nZp8s0OnqMV0mp1ml-SCFpRDuN_m9ell9IUpLUt0MJidaCRhGRQiiwXzLF36lvv3A5YYmlvPthlhG4ytAVo-vue7GRdgf6prrU8FTxyiA62raKawP-6TmVontuXpVD0JI\")
The Four Main Ways to Amplify Your Content<\/strong><\/h3>\n\n\n\n
\n
![\"Gary](\"https:\/\/lh5.googleusercontent.com\/-NxlY7vwdwJhJfF6ZWeyDCc1xrJeX-8bZXz9_EFGxuovpakoUKwGULyn2g6tkbpSGQh1qRWWmLDagXvIC7enaNq1KqHhL6RwzQeIZKhdmLGAlwsrRWzYy1yy1AaUd2zqTl2wFJis1cSC3AxsNGy9d9k\")
![\"Lasso's](\"https:\/\/lh3.googleusercontent.com\/bvTnerBqItH2E8Ke6k6M2dvMEyfZYMGjbqQdFKNqgI2JWddvnukfUEasbO0Lz8SE3SJQ8Gd6VOO1ud3WkVpteYol_agl6jzbCc3ehlczTDviKR6mzBY-2ndmTEwz10KjDXvda9cwrtSL9jqa8Wx0mRg\")
\n
![\"James](\"https:\/\/lh5.googleusercontent.com\/FFV6HaV1nAcEXU5yzL8nDXiAVKp3KJR4QZ8CIr-NcGwAVNhFiL-g3jZsTI8ju9JP9mBTR7UXd0hWUXPwPE0PyN0LUKZWjR2YvHLkE_qWOJ2idsYHlBP_rW2ZvtPsLgGgBq5cSygwYVevxlpEyjTDWcI\")
![\"HubSpot's](\"https:\/\/lh5.googleusercontent.com\/Anw3TUvVp7LevCzVWi2vjQekJuZV40Zg4F4tC6rtQM0rkey-DiUsvtCXu0Ksy9w6GPyN4z0wZZOhdDT0SAKK6OlJYaBeYthq94UDIVze9GLioAForUZps-kTXWzV6qiAh6P98sUl-TWDvPHKR16Qprk\")
\n
![\"Orbit](\"https:\/\/lh5.googleusercontent.com\/CKSA6o2CU2aJzSLYl8vNUEtZPNezkB3BjmrpeOfZzUDnshDpC-pJkvUe9wFD5N37_r4Xx9lZJw2hdsc_tKLCgXkP__qfTCjpZZgtBvDzAt7-2YhbObeRClDgepJHnWqfAOMHse1ffYTx4EE4uWGnMsU\")
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![\"Google](\"https:\/\/lh3.googleusercontent.com\/Gk4-BaBTO8jsLBYNAt3Ye9RLGY9Quwzyw4l_K3rjtaZ3ZEsx5HyqgVD-KAG_wrMoulUQtLXP3ECLvkPyJNDUTiGCoXdt_aeGhOjT60w_7eUIfSxC9obKXdv2CoPZdGtNHPu7CZ_1Gh09taaOBLoMkvU\")
\n
![\"Omniscient](\"https:\/\/lh6.googleusercontent.com\/D13p8fhbCEB5sYRdwlyNW2ODE3R8TICeWNsIXBdQ7FQKMYL2Puy_O7MuSTbPvVsLURI_zDfP_uIzhJlL2zScGTKhTij8DQDR5RF3NFbEpLzKFIXx98gXrAHjOY-dtwb0HsD8HkP0UogDBkXAN0HpOLc\")
![\"Omniscient](\"https:\/\/lh5.googleusercontent.com\/39GBX9OJk3ueMTtoooSKwHaLuf9ykZCz9lqqs7Ci09PCDKhni454t4tdE4Iv6AyOA5-q6izTnjp9PByEUfXN1n1RDS45BMd4ShBzfcRN5PI13RS7AgL57MSgNaeeSDDJ3VajVGsDIksYg3F-x9ZGNCU\")
\n
![\"Twitter](\"https:\/\/lh6.googleusercontent.com\/nz27GEla8wuJe8eKqybVfykTYBgledng_1zn4l4ZRXudG3iSnyKGNOAB5LGc0kjn7uOYaCI8FyPoLpWpNxSwX-xRtr_C68Ic9H8xmxE0Qhcse5VEMNnbrklcUuOMYqnNcev_rouf2ehIO0rHs6wPwQE\")
![\"Google](\"https:\/\/lh6.googleusercontent.com\/PJNgv3SJCbTFUtKCdQS1hfQbENjoKx_w2I8-XX6FKvME22FN-VU9fY8XZUlYK7Mm3Beu5pj-_CdHZVz312CaQEg8NoiJiliKIQU7xHU92sOQVqVNkJmy_sVhrfe0WRepfF1SO8Xh3k9PzZAT-TScx5k\")
![\"Taboola](\"https:\/\/lh6.googleusercontent.com\/_-NbopA6hB4FKFqtD2Hri9x-qrB0CHvWG1ivG0kG_AzmyWUS4uoasBUK7hIAP3sDGq9-8AuNarB4ajdcOpoVvyIVVEc4FN2Aic5eeoSn-J60z9xtu7DpuSKN0mw6eoTRX1CJ9jM3XS_yMuDs_UpCxgk\")
How to Amplify to Your Content (4 Key Tips) <\/strong><\/h3>\n\n\n\n
1. Nail Your ICP (Ideal Customer Profile)<\/strong><\/h4>\n\n\n\n
![\"Customer](\"https:\/\/lh4.googleusercontent.com\/E7qfhOzD7-7zPrkJwKZPbOcyXMHFL-1EuX1wBjUnT3mPHxsz5eb0S65wuElgSTMMJSIdYMViNs3rfZUfxy2o8OqicCsm8GEOk6mH19A6BbEORrwxzVVmpLQAkryh2MmBGOKttaSbIN25axWOT_EPgB0\")
2. Amplify What\u2019s Already Working<\/strong><\/h4>\n\n\n\n
3. Prioritize the Right Channels<\/strong><\/h4>\n\n\n\n
![\"Omniscient](\"https:\/\/lh5.googleusercontent.com\/XneJfMoK6r1Fpz_ik9EIbHw8hxa2OM0uvuCHZhXAMLPU_vGse7gkP5ym2ASgsvmlJPRl4omXiy2jP0yHMu753EOjxjNHHA1nkf8PwgAHVQ7K1kyXHOO3-mIake6tSjmGe4J_1r7M3_3fVWfjkokBc8g\")
4. Map Your Content Distribution Universe <\/strong><\/h4>\n\n\n\n
![\"Mapping](\"https:\/\/lh3.googleusercontent.com\/Hiet-1k88zpmk6j-yOjj4dBpj5dK51R8keP2LAnMYrEnSjKnsaAoTfouq2s-GS1lQBZYtP6-y1qOvIIs3ak55ivBDUbtk1ysPzbd6jk1EySsUmEQrwbb3FRhQ4CLo_HfLoMhq0mIQY5mlxNbmaD6wR4\")
![\"SparkToro\"](\"https:\/\/lh5.googleusercontent.com\/v_YBtyb2cFjiu_VBTb8FNCamaOVsuqUuXzXN4deKSJToF09wc60JXVPr6KpNAgPMY5LDqBo6B4MN62M9xXzmdPo22a8Hmh8NUBuR4YWce70jXTODUv4xOYPaPgMnOe1au1kvK5UjvrZiiHXigtz2-zw\")
\n
![\"Hubspot's](\"https:\/\/lh4.googleusercontent.com\/R09jDHh0j0UW9-41qssCUvsJTDIi2zCJSHLua-83YUAdaqH4ygVfyFxA-IkBVnVmZZiLMjFqTqIAzT25xdt4cRqOkiKSBYPYIyZjGbXYHiQ5AluSK5dclWx4kFXlEvod44VsT1KzM_rx3hHeHG3gC1I\")
Conclusion<\/strong><\/h2>\n\n\n\n