Find others who will amplify your articles and podcasts by sharing them through their social media ... [+]
Have you heard that content is king, queen, and crown prince of marketing?
Well the king is dead. Amplification is usurping the marketing throne. Long live amplification.
Creating how-to advice and publishing it on the internet is a vital but difficult job for those who want to attract high-paying clients by educating with expertise. These educating experts are expected to crank out mountains of quality content in increasingly higher quantities. If it sounds exhausting, it can be.
According to an Accenture study, 100% of content marketers agreed that content overload has become a top challenge.
But there is a better way.
“The problem is, they’re relying on a strategy from the early 2000s,” says amplification expert Lindsay Tjepkema. “When you consider how drastically things have changed in the last twenty years, that’s a big problem. What was cutting edge in 2002 simply won’t cut it in 2022.
Tjepkema is a contrarian when it comes to content marketing. The CEO and cofounder of Casted, she claims to be the “first amplified marketing platform and the only audio and video podcast solution” created for B2B marketers.
According to On Spot Social, “amplification is a marketing term used to define methods put in place to reach a wider audience. Amplifying your content is the only way to drive traffic to your website. There are several methods used to boost content until it reaches your desired audience. Content amplification is an ongoing process and it features several techniques that lead to desired results.”
The trick is to find others who will amplify your articles and podcasts by sharing them through their social media connections. That can create geometric growth results for the number of people consuming the content. A simple request to an amplification group you organize to “please share:” can work wonders.
“If content marketers want to engage their audience, build meaningful relationships with prospects and establish customer loyalty that drives real results, it’s time to completely reshape the way they execute content marketing,” opines Tjepkema. “They need to transform their outdated content marketing strategy into an amplified marketing strategy.”
Tjepkema, a marketer turned CEO, has more than 15 years of experience in B2B marketing. She is passionate about authentic brand building based on conversation, women in leadership, strong workplace cultures, and “content marketing that prioritizes audiences over algorithms.”
According to Tjepkema, amplified marketing is the next generation of marketing. It focuses on putting conversations at the center of your marketing strategy, then amplifying those expert perspectives across multiple channels.
Tjepkema says: “Rather than spinning your wheels to create the next big blog post to serve algorithms, simply start instead with a conversation. Record it. Publish that rich audio and video content, then wring it out. Amplify it across other formats and channels to expand your reach and increase the overall return on investment.”
Tjepkema advises content marketers to create rich, valuable and engaging content to fuel all channels in five steps:
- Have a conversation, formal or informal.
- Record the conversation and share it.
- Wring it out across other channels.
- Measure and reflect.
- Repurpose.
Like the shampoo bottle says: Lather. Rinse. Repeat.
“The beauty of amplified marketing is not only that it makes life easier for content marketers, it also helps brands build meaningful relationships with their audience and, as a result, increase conversions and drive revenue,” says Tjepkema.
Tjepkema adds that amplification may sound like some futuristic strategy, but it’s not. Brands like Salesforce, Drift, PayPal, HubSpot, Caterpillar, and Gong are already relying on amplified marketing to power their content marketing efforts.
