You may have a blog page to manage, five social media platforms to coordinate and ten Tier One journalists on your media list to pitch, but that doesn’t mean you need to find something new to say for each.
Content amplification helps create consistency of messaging in the market while streamlining the process and saving a significant amount of time and headaches! Customers generally don’t make a decision to purchase with a company on their first interaction, so you need to build awareness and trust over time and across multiple channels before you start to convert interest into sales.
This is where great content and calls to action come in!
Before you can amplify your content, you need to firstly identify all your owned, earned and paid channels that you work with. Consider:
- Social media platforms
- Media releases
- Website
- Blogs
- EDMs (e-newsletters)
- Intranet
- Events
- White papers
- Annual reports
- Advertisements
- Direct mail
- Brochures, flyers and product booklets
Before you even sit down to write something, consider how much content your brand already has to work with! Once you know what message you want to share, my recommendation is to start with the longest form you will need – this might be a media release or blog – then you can always condense later for other channels.
Write content for the right channel.
One of the most important rules when it comes to amplifying content is not to simply cut and paste from one platform to the next. Each social media channel, each offline touch point, services its own unique purpose with a potential consumer. For example, a potential customer might come across your article on LinkedIn through a shared contact. While on LinkedIn, they are likely considering B2B options or career opportunities, so your message needs to resonate with this audience. In this case, if your content is about a company milestone, the message should focus on growth, staff, vision for the future and secrets to success.
When this customer next logs into Instagram and comes across your posts, they are more likely to be in the mindset of leisure, recreation and enjoyment, so the same LinkedIn post is likely to disengage them very quickly. Instead, you can amplify your content by posting an image of staff celebrations or a cake with 10 candles, and share your milestone message this way.
Again, when you amplify your content through your customer EDM, they will connect with the message more if there’s something in it for them – offer them a discount or a gift with purchase to join in the celebrations with you.
Content marketing is critical in 2018.
Priority on content creation and curation, its quality, strategic direction and the time it takes to produce, have all increased in importance in business over the last 12 months, especially with B2B businesses. And its focus has proven effective for those who invest in it.
Elevate’s exceptional writers take your content and draft high-quality messaging with the calls to action that encourage purchasing, clicking on a link, liking or sharing a page or registering for an event, and amplify this across all appropriate channels. It means that wherever your next customer or stakeholder is, your brand will be there, and your message will be another important touch point in the decision-making process.
To amplify your brand, content and message, speak to Elevate today and see how our social media content schedules work to create consistency in messaging across a suite of platforms.
