Welcome back to contentampcamp! You’ve learned a lot over the past two weeks. Now it’s time to put it all together, and start creating your own content amplification program. Remember that worksheet from video 1? We’ve got a slightly more in-depth version that’s going to help you piece together your first content amplification campaign and map your user journey.
Open the worksheet found on the video landing page, or print yourself a copy so you can follow along as we walk you through everything you need to do to create an effective funnel.
First: look at section one. You’ll want to establish a goal for your campaign. Be specific, and make sure it’s measurable. Once you have a goal in mind determine what KPIs you’ll need to be measuring along the way. Once you’ve ensured that your goals and KPIs are relevant to your marketing goals, and are trackable, then you can move on to section 2.
In section two you’ll perform a content audit of what existing content exists on your site. Planning what content you will promote is important, ecause at this stage you might identify gaps where content doesn’t serve your audience at certain stages of their buyer’s journey. Remember, only promote your highest performing content or the content that is most engaging for your target audiences. You don’t need to write down all the content on your site, just the pieces that will help you reach that goal.
Did you find gaps but are unsure how to address them? The next section provides some ideas for additional content that you can create that may fill some of those content gaps. If you need to create new content for your amplification to be effective these five questions can help you determine what to write about.
Now that you’ve set goals, and audited your content you’ll want to select which channels are available to you for amplifying that content. In the next section check off all channels that your brand owns or has access to. Once you know what channels you can use the next step mapping those delivery channels to pieces of content to create a user journey that drives people towards your main goal.
On the last page of your worksheet you’ll find a customer journey chart—determine what steps and touchpoints your target audience goes through before they make a sale or engage with your brand. Include those steps in the audience column. In the Channel column choose a channel in which that step might be performed in. In the content role section include what your content aims to do at that step or stage of the user journey. Content amplification isn’t about promoting and distributing one piece of content—it’s about utilizing many content assets to move your users through the customer journey more effectively. Complete that worksheet, and reference worksheets from past session to establish a program that helps you reach your goals.
We’ve enjoyed teaching you throughout these sessions and hope you can use what you’ve learned to shape the way you promote and distribute content. We’d love your feedback—so if we missed anything, or you have more questions about how you can use content amplification, email us at firstname.lastname@example.org.
Thanks again for joining us for Content Amp Camp!
Also, check out our Content Amp Camp resource page where we’ll share content we’ve found helpful, keep you updated about upcoming webinars, and share any updates to our training program.