A 'novel' experience for Facebook Messenger
“If you build it, they will come” is an old adage that some people in the marketing industry still spout. Whilst that might apply if you’re a well-established brand with lots of brand equity, a smaller brand just starting up probably won’t get much attention. In other words, you can create great content, however, there will be no value whatsoever if no one’s paying attention to it.
That said, the content amplification mantra is also not new. In fact, some say that it’s gotten so bad that audiences face choice paralysis as a result of having too many options when it comes to content pushed to them.
One of the Holy Grails for marketers in this day and age, then, is being smart about content amplification. How can we be more focused, deliver content smartly, and create more impact with less effort? While there are many solutions abound, I would like to take this opportunity to share a few tools that might help your content amplification efforts that I use in my work at Text100:
Tweriod is a tool that works very well for social media amplification. It logs into your Twitter account, and based on engagement and impressions per tweet, recommends you the best time to push out content on social media, hypothesizing that the times in which engagement and impressions are at their maximum correlate to the times when most of your audience is online.
Voicestorm allows you to harness the power of employees to become social media ambassadors, creating yet another outlet for amplification. Voicestorm houses a central repository of social media content (manually added or pulled in from feeds) that can be tapped by employees to post out to their own personal social networks. It cuts out the necessity for email to be used as a dissemination medium for social content. We all know how much email gets lost in inbox pollution!
Share Link Generator
That said, I understand that not every organization would be willing to invest budget in paying for a tool like Voicestorm. Using this nifty free online tool called Share Link Generator, you can create one-click links that allow for easy sharing to social platforms like Twitter, Facebook, and LinkedIn. These links can be shared over email for easy amplification of content.
While on first glance, Medium can be seen as just another blogging platform, what makes it different from other platforms like WordPress is the Medium community. By having a loyal community of always-on readers, Medium gives you instant and direct exposure for your long-form content to a targeted audience that is in line with your content creation objectives. Syndicating content to Medium is now a popular content amplification strategy.
LikeAlyzer is a tool that helps analyze your Facebook page and informs you of what kind of content your fans are best responding to. If you take your fans as a hypothetical proxy for the wider fanbase you’d like to reach on Facebook, this information will help you select the best posts for content amplification. At the very least, you’ll be starting off with an informed guess rather than a shot in the dark.
The Bottom Line
While these tools will help your content marketing strategy do more with less, you also need to fulfill the other part of the bargain – creating quality content. Start with your audience, understand their needs, create content that empowers them to solve their problems (or at least have an idea of how to go about solving it), and you’re on the path to winning in content marketing.