Hello and welcome to your first lesson in Content Amp Camp! I hope you’re ready to dive right in! My name is Erik and I’m the Director of Amplified Content at Vertical Measures.
In this lesson, we’ll discuss what content amplification is, how it works alongside your content at every point in the sales funnel, and how to get started.
What topics will we cover?
- What is content amplification?
- How to map your content and amplification to your customer journey
- How to get started with your real-world data
Because content amplification is a relatively new term, first we’ll share our philosophy with you so we’re all on the same page.
What is Content Amplification?
- Multi-channel marketing effort
- Expands the reach of your content to key audiences where and when they need it most.
- Uses owned, paid and earned channels
First, what is content amplification? Content Amplification is a multi-channel effort using paid, earned and owned channels to get your content to your audience where and when they need it most. To effectively amplify content it’s essential to build a buyer’s journey around typical paths customer’s take when purchasing your products or services.
A buyer’s journey is the process from awareness, to consideration, through decision and advocacy that a customer takes. A customer engages with your brand in diverse ways along this path.
To help you visualize how content amplification should work, let’s take a peek at a sample customer journey.
Because people are looking for different pieces of information online depending where they are in their purchasing process, content at each stage should have different goals. Also, the amplification strategies you use to help your content reach those people will be different.
So first, let’s start at the beginning with awareness.
Usually this is where your target audience has identified a problem or a need – whether they need new hiking shoes or they want to hire an accountant for their business.
“That reminds me, my hiking boots have a hole in them…maybe I should research new hiking boots before my next camping trip next month.”
If you’re planning content for this stage, your goals for each piece should be to connect emotionally with your audience, build brand awareness, or encourage further research. You’ll be targeting people with a widespread problem, or interest, who aren’t yet aware of your brand, products or services.
Amplification strategies for awareness range from programmatic to influencer marketing, digital PR and paid social media. Don’t worry, we’re going to dive into those specific strategies in later lessons.
Consideration: “What types of hiking boots are out there? Let me do more research on what styles, and materials are best.”
The second stage is consideration. Your content here should be helpful, specific, and educational. Think about content for this stage like this: what questions do you get ask all the time and how can you be the best answer someone finds online?
Some ideal amplification tactics for the consideration phase are organic social strategies, lead nurture, programmatic, and paid search.
Decision: “I know I want this type and style of hiking boot, now I need to select a brand—this brand has great reviews and they’ve offered me 10% off.”
The third stage is where decisions happen. Content created for this stage should give more information about your product and service offerings.
It should create a sense of urgency, offer unique value, and ease any of your prospect’s doubts! You’ll want to use lead nurture, paid media campaigns across multiple platforms, influencer marketing and continued lead nurture.
Advocacy: “These boots worked great, everyone should have a pair. I’m going to tell 3 of my friends about them.”
Last but certainly not least is the advocacy stage. You take all that hard work you did to generate leads and nurture those relationships, and then you create content to inspire action, loyalty and advocacy. Organic social and lead nurture are perfect amplification strategies for this phase.
That was a lot of information, wasn’t it? But it’s super important to cover the buyer’s journey first and foremost so you know how amplification fits into your overall content strategy.
Now, let’s do a little test. You’ll need Google Analytics access for this so get that ready. We’re going to walk you through quick step-by-step lesson on how to understand what paths users are currently taking to accomplish what you want them to do on your website.
Finding Your Top Conversion Paths
- In the far left drop down the “Conversions” tab and select “Multi-Channel Funnels” and then “Top Conversion Paths”
- Filter for the goals, path length and duration that you would like to explore.
- Analyze common paths to conversion
- Determine which channels are areas of opportunity for your business
First, select conversions, then multichannel funnels, and then top conversion paths.
Then filter for goals, path length and duration that you would like to see.
After setting your filters, observe the common paths to conversion on your site. This will help you determine what channels you may be able to improve in.
It’s healthy to have many channels driving conversions for your site so explore referrals, social channels, email channels and paid. The more you know about where your visitors are coming from the better you can serve them with content and amplification strategies that make sense.
With this video, you should have received a customer journey worksheet in your email. If you’re noticing gaps in any of these conversion areas, stages of content or tactics, highlight or circle them on the top portion of your customer journey outline.
In the bottom questionnaire, you’ll be asked to identify specific pieces of content on your site that address each of the stages of the customer journey, and detail how you’re supporting that content through promotion and distribution channels.
Be honest with yourself, this the start of your content amplification strategy—so you’ll likely have areas for improvement. By the end of the course, you’ll be equipped to fill in those gaps.
Have any questions that came up during this video? We’re here for you! Email us at firstname.lastname@example.org.
You’ve now earned your “Amplification 101 Badge” – congratulations!
Our next lesson will be about creating an effective influencer marketing strategy. We’ll give you some time to digest today’s lesson and use the worksheet, but we’ll be right back at it in 2 days so keep an eye out for bears, and a new lesson in your inbox!