You’ve poured your heart and soul into your content for what feels like an eternity. Exhausted, blurry-eyed, and barely clinging to reality, you finally hit the publish button on your latest blog post, your trembling hand fueled by caffeine. You breathe a sigh of relief. It’s done. You’ve given life to something (well, sort of) and released your creation into the wilds of the internet (in a manner of speaking, at least).

But then…crickets. The social share count remains stubbornly fixed at a soul-crushing zero, like a hungry vulture circling overhead, patiently waiting for its prey to breathe its last. What kind of cruel deity would allow such a tragedy to befall your masterpiece? What went wrong? What invisible, malicious force condemned your post to obscurity? The answer? You didn’t amplify your content. Content amplification is a potent technique that, when executed properly, can yield extraordinary results. We’re talking about the kind of traffic that could bring your web servers to their knees. It can exponentially expand your audience, cement your brand’s presence in the minds of consumers within your niche, and unlock new avenues for generating leads and boosting sales. This post is your comprehensive guide to the world of content amplification. We’ll begin by defining what content amplification actually entails, followed by an exploration of why it’s such a vital component of a successful digital marketing strategy. Lastly, we’ll delve into the practicalities of content amplification, providing you with readily implementable strategies and the tools necessary to accomplish the task. Buckle up, because we’ve got a lot of ground to cover.

What Is Content Amplification?

Content amplification can be defined as the process of broadening the reach of your content to a much larger audience – thus, “amplifying” the signal of your message. Think of it in terms of the classic signal-to-noise ratio often used in content marketing. Your content represents the signal, while everything else constitutes the noise. When framed this way, the concept of content amplification becomes significantly clearer.

This image depicts The Grateful Dead’s legendary on-stage amplification system, “The Wall of Sound,” in 1974. The image copyright is held by Richard Pechner and can be found via Motherboard It’s important to understand that content amplification isn’t confined to a single strategy or technique. It encompasses a wide array of methods, strategies, and techniques all geared towards extending the reach of your content. In essence, “content amplification” serves as an umbrella term for numerous distinct approaches. Are you using paid search advertising to raise awareness about your latest white paper? That’s content amplification in action. Running Facebook ads to generate excitement for your new eBook? You guessed it – content amplification. Leveraging the expansive networks of influencers to spread the word about your latest infographic? You’re spot on – that’s content amplification too. Now that we’ve established what content amplification is, let’s explore why it’s so indispensable to the overall success of your content marketing strategy.

Why Is Content Amplification So Important?

Even a cursory understanding of the content marketing landscape is enough to reveal its ruthlessly competitive nature. With nearly three million blog posts published every single day (yes, really), the noise is deafening – and your valuable signal is vying for attention amidst this cacophony. Of course, not all three million of those blog posts are directly competing within your specific niche. However, the sheer volume of low-quality, poorly crafted content flooding the internet is staggering. Beyond the cutthroat competition and the relentless demands of maintaining a consistent publishing schedule (whether daily or even more frequent), content amplification is critical for today’s content marketers for another reason: social media platforms and, increasingly, search giants like Google are heavily prioritizing paid content over organic results. This shift has hit social media marketers particularly hard, as Facebook’s organic reach has plummeted dramatically in a relatively short span of time.

This image is taken from social@Ogilvy The figure above, originally shared by Ogilvy, illustrates the dramatic decline in organic content reach on Facebook between October 2013 and February 2014 – a period of only four months. Today, organic reach on Facebook is even lower, with some publishers’ fans seeing an average of a mere 2% of organically published posts in certain instances. But wait, there’s more bad news. Last year, BuzzSumo conducted an analysis of a staggering one million blog posts to understand how users were interacting with online content. The results findings painted a bleak picture of just how fiercely competitive the content marketing landscape has become:

• A full 50% of randomly selected posts garnered fewer than eight social shares in total
• A whopping 75% received fewer than 39 social shares
• And a staggering 75% received absolutely ZERO backlinks from referring domains

Image source: BuzzSumo These figures serve as a stark reminder that, despite our best efforts, the majority of content simply fails to gain traction. Other studies have produced equally discouraging results. Data from Trackmaven indicates that 42% of professionally marketed blog posts receive fewer than 10 interactions. While the potential benefits of content marketing remain vast, making a tangible impact is becoming increasingly challenging. Faced with these daunting odds, small businesses and fledgling blogs might be tempted to believe that the content marketing ship has sailed; that they’re too late to the party or simply can’t compete with larger, more established companies and teams. While it’s true that building a solid foundation of organic traffic requires patience, a dedication to producing high-quality content, and a keen eye for on-page SEO, relying solely on organic traffic is akin to setting sail for failure. In the current digital media environment, the reality is that you often have to spend money to make money. Of course, a deeper understanding of the game increases your likelihood of success – and that’s precisely what makes content amplification so potent.

Content Amplification Strategies (or How to Graduate from Dive Bars to Stadium Gigs)

Think about your blog for a moment. Is it more akin to a scrappy (and perhaps not-so-great) indie band toiling away in obscurity at the local dive bar, or does it have the makings of the next Rolling Stones? Now, it’s true that Mick Jagger and his legendary bandmates got their start at a humble pub called The Bricklayer’s Arms on Broadwick Street in London – a supposedly fantastic establishment that eventually transformed into one of the world’s greatest record stores, Sounds of the Universe – but they always harbored grand ambitions of rock and roll stardom.

This image showcases 7 Broadwick Street in London, the very spot where The Rolling Stones played their first gig, as it appears today. The image can be found via Rock & Roll London. Don’t settle for a career spent playing gigs in dimly lit pubs. Be like Jagger and set your sights on the roaring energy of a 1.5 million-strong crowd that he and his bandmates played for in Rio in 2006 (just maybe not quite like the Stones’ infamous concert at the Altamont Speedway Free Festival back in 1969). Define audacious, ambitious goals and then map out actionable strategies to help you achieve them – strategies similar to the ones outlined below. The following content amplification strategies can help you connect with a wider audience, ensure the right content reaches the right people at the right moment, and solidify your blog’s status as a trusted authority within your niche. By implementing these highly practical strategies, you can effectively amplify your content and unlock new levels of readership and conversion opportunities.

Content Amplification Strategy #1: Prioritize Amplification of Your Very Best Content

Remember our earlier analogy of the content creation process as a demanding, unforgiving taskmaster, relentlessly chaining us to our desks and mocking our struggles? Well, after surviving the grueling ordeal of crafting a stellar blog post, it’s tempting to view every piece of content we produce as a masterpiece – a unicorn, as our esteemed colleague Larry might say.

However, as even the youngest among us can attest, unicorns are highly sought after precisely because they are so rare. If every blog post or white paper were a unicorn, we’d have to find a different, equally elusive and majestic creature to chase after. The harsh truth is that, sadly, most content resembles a humble donkey more than a mythical unicorn. And, as Larry has wisely cautioned us in the past, sending donkeys into space is ill-advised, as “They can’t withstand the rigors of space travel” (a limitation that unicorns, presumably, do not share).

“WHAT NOW LARRY” Paying to promote your content (a strategy often referred to as content advertising) can be remarkably cost-effective. However, with competitive pricing comes the allure of promoting everything. After all, wider exposure translates to more effective content amplification, right? Not necessarily. Content amplification is a futile endeavor unless you’re strategically promoting your most exceptional pieces – the top 1-2% of your highest-quality content. Even the comparatively favorable ROI of paid social media advertising doesn’t mean you should throw money behind all your content; reserve that for your absolute best work. To illustrate what amplifying “unicorn” content looks like, let’s consider an example. A while back, we published a blog post about the slow, agonizing demise of Google+, the search giant’s ill-fated social network. Our team was among the first to break the news – even ahead of dedicated news teams at major media outlets – and we opted to promote the post via Twitter’s paid advertising platform.

This is a screenshot taken from Twitter.com showing the Promoted Tweet shortly after it was published. We knew this story was going to be huge, so we allocated a small budget to promote it – a mere $250 to be exact. That modest initial investment not only earned Larry almost 1,500 retweets but also drove over 100,000 visitors to our site through direct referral traffic – an absolutely phenomenal (as Larry might say) ROI for such a minimal advertising spend. To this day, that post remains one of nexus-security’s most-shared and most-read articles, a testament to the power of well-executed content amplification.

Content Amplification Strategy #2: Harness the Influence of Influencers

By now, you know that your content needs to be the absolute best it can be if it stands any chance of cutting through the noise. You also understand the importance of strategically allocating your budget to amplify only your most exceptional content. But what about the audience? Who should be reading and, ideally, sharing your content?

Enlisting the help of influential figures within your niche to spread the word about your content (commonly known as influencer marketing) can be incredibly effective, but it’s an art form, not an exact science. Think of it like trying to get your demo tape into the hands of the right music producer – a challenging feat, but if you can pull it off, it might just be your ticket to the big time. There are several approaches you can take to encourage influencers in your field to share and amplify your content. Further down in the “Tools” section, we’ll also introduce you to a software tool designed to make influencer marketing a whole lot easier. Craft Concise and Compelling Emails to Influencers One of the most direct ways to pique an influencer’s interest in sharing your content is by reaching out via email. However, keep in mind that many influencers are inundated with email, so this approach might not be the best fit for time-sensitive content, such as breaking news, exclusive infographics, or original data reports.

It’s also important to remember that most influencers likely receive dozens, if not hundreds, of similar emails every day. If you decide to go down the email route, be respectful of their time, keep your message brief and to the point, and above all, be polite. Oh, and whatever you do, resist the urge to copy and paste the same generic email to everyone – there are few things more unprofessional (and embarrassing) than forgetting to personalize an email with the recipient’s name. It’s a rookie mistake. Engage with Influencers on Social Media This approach can also yield positive results. Sending a tweet to an influencer to let them know about your new blog post or guide might be all it takes to encourage them to click, read, and potentially share your work. It’s a long shot, but all it takes is for one key influencer in your niche to hit the “share” button for your content to potentially go viral. So, make it a point to regularly engage with influencers in your industry – and not just when you’re looking for something.

However, when engaging with influencers on social media, it’s crucial to be mindful of the fact that their mentions are likely flooded with links to articles, news stories, and similar content. By all means, be proactive on social media, but avoid coming across as spammy by bombarding people with links to your content. Find a balance between visibility and respect. Use Influencers’ Content as a Springboard for Your Own One of the most effective ways to harness the power of influencer marketing is to use their insights and perspectives as a launchpad for a broader discussion. For instance, you could take a blog post written by an influencer and use it as the foundation for a counter-argument (a potential application of contrarian content marketing, assuming there’s a valid opposing viewpoint to present), or you could draw inspiration from their work to craft a more detailed and in-depth piece. Content that directly engages with an influencer’s existing work is far more likely to grab their attention, as it demonstrates that you’re actively listening to and responding to their ideas. You can then frame your content in a more organic, conversational way – something like, “Hey, I really enjoyed your recent post about [topic], but I had a different perspective on a few of the points you raised,” or something along those lines.

Content Amplification Strategy #3: Embrace the Power of ‘Super Remarketing’

Before you ask, no, “super remarketing” isn’t some new, groundbreaking feature offered by AdWords or Facebook Ads. Instead, it’s a content amplification strategy conceived by nexus-security’s resident unicorn hunter, Larry Kim. Super remarketing, at its core, is about utilizing highly specific targeting parameters and aligning them with particular user behaviors. Let’s break down how this works in practice.

Imagine you’re looking to enhance the effectiveness of your remarketing campaigns. Let’s say, for the sake of this example, that you’re promoting an eBook focused on enterprise-level IT solutions. You’re already running remarketing campaigns targeting all visitors to your website – the essence of remarketing – but your conversion rates remain stubbornly low. Rather than continuing to throw money at the problem, you decide to revamp your remarketing strategy to more effectively target your ideal customer. You achieve this by narrowing your remarketing focus to users who share specific characteristics, such as:

• They hold a position at a Fortune 500 company
• They have a Bachelor’s degree or higher level of education
• They occupy a mid-level or senior management role, or hold a specific job title relevant to your offering
• They are involved in the decision-making process for purchasing solutions like yours
• They possess some familiarity with your brand and/or your content

If you’re new to the world of remarketing (whether “super” or traditional), this laser-focused approach might seem counterintuitive. Isn’t it more advantageous to cast a wider net with your remarketing efforts in the hopes of driving up those conversion rates? Not necessarily. There’s little value in remarketing to individuals who have no influence over purchasing decisions, for example, or to those who are too early in their careers to fully benefit from the information your content provides. By being deliberately selective with your targeting parameters, you’re ensuring that your remarketing ads are shown to the right people, at the right time, and with the right message. Also, keep in mind that this granular approach applies specifically to your remarketing strategy, not to your initial PPC or paid social media campaigns. Don’t be afraid to delve into the data and define laser-focused targeting criteria for your remarketing efforts.

Content Amplification Strategy #4: Actively Participate in Niche Communities

I always get a chuckle out of seeing “guides” that purport to hold the secrets to effective marketing on community-driven sites like Reddit. It’s not that marketing on platforms like Reddit is impossible (though such communities are notoriously and vocally opposed to overt marketing tactics), but rather that these guides often reveal a fundamental misunderstanding of how Reddit and similar sites actually work. Sure, Reddit has its fair share of ads and sponsored links, but its true value doesn’t lie in being an advertising platform. Reddit thrives because it provides a space for individuals to connect and engage with others who share their passions, whether that be Libertarian politics or the fascinating world of .gifs of startled cats.

This image highlights the challenges of marketing on Reddit – while not impossible, it’s undeniably difficult. Instead of chasing get-rich-quick schemes and relying on guides that promise to reveal the real secrets to marketing on Reddit, focus on establishing yourself as a trusted, valued member of niche communities relevant to your business. Don’t just spam Reddit (or Inbound.org, or Growth Hackers, or YCombinator, etc.) with links to your content day in and day out. Instead, focus on contributing meaningfully to the ongoing conversations. Remember – Mick Jagger and his bandmates didn’t achieve rock god status overnight.

The image depicts a typical day’s discussion on Inbound.org Share relevant, helpful links that you genuinely believe others will find valuable. Provide insightful answers to questions and initiate thought-provoking discussions. The more you’re seen as a valuable member of the community, the more likely other members are to organically share your content without you having to resort to shady tactics that could damage your reputation within that community.

Content Amplification Tools

Now that we’ve explored several effective ways to amplify your content, let’s shift our focus to the tools you’ll need to put these strategies into action. Some of these tools are free, while others operate on a subscription-based model. I’ve made an effort to prioritize the most cost-effective options wherever possible.

Content Amplification Tool #1: BuzzSumo

BuzzSumo isn’t strictly a content promotion tool, but it’s an absolute game-changer when it comes to identifying trending topics within your industry – a great starting point for any content creation effort.

Image source: BuzzSumo Priced at $99 per month for its most affordable plan, BuzzSumo scours all major social media channels to identify which content is resonating most strongly with audiences in real-time. For example, you could input “PPC” as a keyword or topic of interest, and BuzzSumo would then display the most shared content related to that term across various social networks. This allows you to quickly gauge which topics are generating the most buzz and identify potentially timely or highly popular subject areas to focus on. This approach is ideal for those looking to leverage existing content as a springboard for their own work (as we discussed in the influencer and contrarian marketing examples above) and for capitalizing on trending topics to kickstart your content amplification endeavors. Consider this tool essential.

Content Amplification Tool #2: Buffer

It’s no secret that we at nexus-security are huge fans of Buffer. Not only do the folks at Buffer manage one of the best blogs in the industry, but they’ve also developed a fantastic product bearing the same name that has earned the trust of social media managers around the globe.

Image source: Buffer On the surface, Buffer might appear to be just another social media scheduling tool. And while scheduling is certainly a core aspect of Buffer’s functionality, this versatile tool offers so much more. For one, users can opt to schedule their social media posts for optimal times based on the platform in question. As Buffer’s own data shows insights highlight that different social networks have distinct peak activity periods.

Image source: Buffer Another standout content amplification feature offered by Buffer is the ability for users to easily “re-Buffer” older content directly from their dashboard. This can be done either manually or automatically, but regardless of your preferred method, the ability to quickly and effortlessly reshare older content is a significant boon for any content amplification strategy. Buffer is free for individual users, with paid plans starting at $10 and scaling up to $399.

Content Amplification Tool #3: Little Bird

Remember our earlier discussion about the power of influencer marketing? Wouldn’t it be fantastic if there were a user-friendly software solution that simplified the process of identifying and connecting with influencers and sharing your content with them? Well, you’re in luck because such a tool exists, and it’s called Little Bird.

Image source: TechCrunch Little Bird is designed to make it easier to identify, connect with, and share your content with influential figures in your niche. The software offers an impressive array of features, including robust social media monitoring and graphing tools to help you visualize the connections between your business and key influencers within your industry. It also provides content monitoring and sharing features (similar to those offered by BuzzSumo), allowing you to easily track what’s being talked about within your influencer network. Additionally, Little Bird boasts a diverse set of advertising tools, including social graph analysis capabilities, relationship mapping features, and contextual connection insights that can help you create more impactful content advertising and social media campaigns. Unfortunately, Little Bird doesn’t currently provide pricing information on their website. Three years ago, their plans started at $50 for individuals (limited to five reports per month) and scaled up to $250 per month for small businesses, $500 per month for mid-sized businesses, and custom pricing options for enterprise-level clients. It’s important to note that these figures might be outdated, so be sure to reach out to a Little Bird representative to discuss their current pricing plans before making any commitments.

Content Amplification Tool #4: BuzzStream

Many content amplification tools offer overlapping features, which can make choosing the right one for your needs a bit of a headache. Fortunately, some tools set themselves apart by providing unique functionality that you won’t find elsewhere, which is precisely why BuzzStream deserves your attention.

Image source: BuzzStream Succinctly describing BuzzStream is a bit of a challenge, as this robust software boasts a wide range of features, from outreach tracking to team and project management capabilities. BuzzStream allows you to track every stage of your editorial, PR, and outreach workflows, assign specific tasks to individuals within your team, and monitor everything from a single, intuitive dashboard. BuzzStream also offers several tools not typically found in similar software, such as dedicated link building and SEO functionalities. This diverse feature set, combined with its streamlined, cross-platform project management tools, makes BuzzStream a potentially invaluable asset for your content amplification arsenal. BuzzStream offers a variety of plans starting at $24 per month for their Starter level, scaling up to $299 per month for their Professional plan. They also offer custom pricing options for larger teams.

One Last Time: A Content Amplification TL;DR

If you’ve made it this far (and your ears haven’t been overwhelmed by the sheer awesomeness of it all), you’re now armed with everything you need to embark on your content amplification journey. We’ve covered a lot of ground, so here’s a quick TL;DR (“too long; didn’t read” for those who need a refresher) to recap the essential takeaways:

• Content amplification is all about extending the reach of your content to a significantly larger audience.
• Content amplification is no longer optional; it’s a necessity in today’s content-saturated landscape due to the increasing volume of published content, the fierce competition for increasingly niche audiences, and the overall decline in organic reach.
• Always prioritize the amplification of your absolute best content – your “unicorns.”
• Leverage the power and expansive reach of influencers as a core component of your content amplification strategy.
• Utilize “super remarketing” techniques to refine your targeting and focus your efforts on the most valuable audience segments.
• Become an active participant in online communities relevant to your niche. Cultivate trust and establish your brand as an authority by consistently contributing valuable resources and insights to the community.
• Leverage tools like BuzzSumo, Buffer, Little Bird, and BuzzStream to streamline the organization, implementation, and tracking of your content amplification initiatives.

The image depicts Nigel Tufnel, a living rock and roll legend. The tips, techniques, and tools highlighted in this post are by no means the only ways to approach and excel at content amplification. However, our goal is to equip you with a clearer understanding of how to effectively amplify your content and expand your reach. If you have any personal tips or tricks up your sleeve when it comes to content amplification, we’d love to hear them! Share your insights in the comments below.