Top notch content is not enough. To get the reach you are after, and to reach the specific targets you want, you need a content amplification strategy. Why put all the hard work and budget into content creation and publish your excellent content where you hope it will be discovered when you can make sure of it?
Lion’s Share can work with you to develop a content amplification strategy that gives your content the legs it deserves. Sometimes all it takes is a little push to gain momentum. This push might come via Facebook paid media or LinkedIn Sponsored Updates or Inmails, or other targeted online media publications. Or we might need to find and utilise new territories where the content can’t go it alone without a reasonable level of paid media support.
Publishing content to a regular cadence is a real achievement. Most marketers sigh with relief if they make it to the point where they’re publishing on a regular basis. But the real gold is unearthed during the steps that follow publishing – steps that often get omitted because of the daily challenge of keeping up with BAU.
Missing this step means opportunities are squandered. Monitoring content, testing different content elements, analysing the results and making sure budget is optimised against the highest performing content and channel allows us to learn and improve.
The process of optimising content performance creates a continuous improvement cycle. As the insight into what works well for your brand and what doesn’t accumulates, the performance of your content becomes progressively better. Feeding back insight to your content creators, regular measurement of campaign and channel performance, and content ROI reporting all help feed the continuous improvement loop.
Utilising A/B testing and dynamic content surfacing are both powerful ways of assessing which content parameters outperform each other. Trialling different subject lines, headlines, CTAs and visual assets should be common practice.
Lion’s Share can help you take the guesswork out of which content and media to put your budget behind and ensure the money you spend is being optimised. Let us know if you’d like help getting your content into the right places, and seen by the right people with a content amplification strategy.