The importance of amplification in content marketing

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With so much content out there these days, creating great content is really only half the battle. Getting your content read and discovered by the right people at the right time is becoming just as, if not more important. There are so many channels out there that it’s important to understand what works and resonates with your customers.

image--2But let’s take a step back and first talk about what are, in my view, the benefits of content marketing.

For marketers: They get to establish deeper relationships with their target audience by providing something of value to them. At the same time, they can score higher-than-ever ROIs by using a format that is significantly more cost-effective than traditional advertising, and also non-invasive, value accretive and engaging.
For consumers: They can feel like they are in the driver’s seat with the content they consume. Content marketing is a business conversation that tells a story, building brand awareness whilst producing long-term ROI and adds value to the consumer.

Below is an analysis that Chartbeat did of one site comparing how much time a user spent on that site on his/her first visit reading articles and that user’s probability of returning to the site the week afterward. A user who spent 3 minutes on the site on their visit is twice as likely to return compared to the user who spent a minute or less.


So how do you get the most targeted audience in front of your content? As I mentioned in what we like to call the “Outbrain Haiku” – “If you wrote a blog and no one came to read it, did you write a blog?”

I believe content amplification is the answer.
Amplification is the distribution of your owned or earned content across a large segment of your target audience through various channels.
There are different forms of Content Amplification and these include:

  • Search – Google
  • Social – Twitter, FB, LinkedIN
  • Discovery/Recommendation platforms like Outbrain

While most marketers are already quite familiar with how search and social work, discovery is a concept that is still relatively new to many, but is rapidly gaining momentum as more marketers understand how discovery delivers in many cases better engagement than search and social.

Content discovery platforms help readers discover the most interesting content online by placing content recommendations on the web’s most respected media properties. A combination of algorithms helps brands get their content discovered by an audience that is already in content consumption mode, which means they are in the right frame of mind to consume more content. As such, discovery platforms deliver an audience that is more engaged with the brand, compared to display, paid search or paid social. Brands can promote articles, videos, slideshows, infographics, earned media and sponsored content.

I believe that content discovery needs to be considered as important as search and social in amplifying content. Why? Because all three leverage different parts of user intent and activity

  •  Search – “What i know I need”
  • Social – “What i want to share with my connections”
  •   Discover – “What I actually care about”

A recent traffic study we did at Outbrain comparing readers’ engagement from search, social, and content discovery shows that:

  • Discovery traffic views 100% more pages per session than search traffic and 165% more pages per session than social traffic
  • Discovery traffic is 23% less likely to bounce than search traffic and 32% less likely to bounce than social traffic

If you’re curious and want to know more about this study, I recommend you download this ebook called “Audience Engagement: Discovery vs. Search vs. Social”.

Finally, it’s important to always maintain the user’s trust by only amplifying content – not ads and not product overviews masquerading as content. Research by the Content Marketing Institute showed that 82% of people said they like getting content from brands as long as it was valuable – the question is to continually ask is what value the user is getting from the content.


About the author / 

Neeta Nair

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