The web is awash in content. The amount of competitors vying for just a minute of your eyeballs is staggering. This is why amplifying your content has become so important, and we are going to show you how to do it!
As a writer, your goal is to write something so amazing and compelling that visitors are drawn towards it in droves, like a never-ending herd of zombies wandering towards a human outpost. Unfortunately, it doesn’t work like that anymore.
Having a sizeable organic reach probably hasn’t been this difficult since before the rise of search engines. By some estimates, there are three million blog posts published every day which is why amplifying your blog content has exploded in popularity and become absolutely crucial.
Here are some ways you can amplify your blog content and increase your reach:
1. Write a great headline
As advertising guru David Ogilvy said, “Five times as many people read the headlines as read the body copy”. You need to write a great headline, because it will be doing most of the heavy lifting. A great article with a poor headline is worthless.
The Four U's are great rules of thumb that will help you write headlines that grab a reader’s attention:
- Your headline should be unique.
- Your headline should be ultra-specific.
- Your headline should be useful.
- Your headline should convey urgency.
You can find a more detailed explanation of the four U's over at QuickSprout.
2. Evergreen content
You should make social media posts when you publish a new article. Most of your followers won’t be invested enough to visit your blog daily to check for updates. Most companies do this instinctively already.
What you can do that most businesses don’t is go back to the archive and share “oldies, but goldies". Having a solid rotation of evergreen blog posts is great for times when you haven’t been able to write a new article, and this cornerstone content can improve your SEO greatly.
Getting additional eyeballs on your blog is irrelevant if it is bad content. So reshare posts that you know are great!
How you want your visitors to look at your content in an ideal world.
Incidentally how I assume you look right now.
3. Paid channels
If you can’t land your blog in front of someone’s eyeballs, you can pay Google to put it there. Digital marketing has become “pay to play”, says digital advertising company WordStream. This is illuminated by the fact that 42% of professionally marketed blog posts receive fewer than 10 interactions. Imagine the odds you face as a small to medium business.
Paid search, of course, offers a potential way to put your brand front and centre. Although the market is always shifting, Facebook is still huge, and their advertising system offers better insight than ever before.
One paid channel that is under-utilised right now is LinkedIn. Generally hosting a more educated and professional user, LinkedIn is perfect for targeting young professionals, and their tools have been proven to improve conversion rates by way more than Facebook and Twitter's tools.
4. Engage with influencers on social media
Sometimes you need a boost from others, and there’s no shame in that. Small to medium businesses arguably benefit more from each individual post shared by a stranger, especially considering that their marketing budget will likely be more limited.
Being active participants on social media can be very time consuming, but it can also yield great return on your investment. By interacting with, and sharing your blog posts to, influencers in your market niche, you can build trust and provide value.
Being shared or retweeted by an expert in the field can be extremely valuable for your company. Not only does it boost your content to an even larger audience, but it also lets your company "borrow" some of the expert's credibility, which shouldn't be underestimated.
What that first big retweet will make you feel like.
Furthermore, being active on social media, using relevant hashtags, participating in discussions and sharing your thoughts will eventually build a community around your business that can help amplify your posts.
5. Post more than once
As TopRankBlog puts it: “Your audience’s feeds are full and move fast.” Social media has a limited shelf-life. If you missed a tweet this morning, odds are you will never see it, and the same is true for your followers!
For this reason, it is a great idea to share your posts more than once on the same platform. Maybe you should wait six hours or a couple of days before sharing the same blog post again. Perhaps you could create a weekly roundup of all new blog posts once a week.
Newsletters are another avenue for you to repost the blog posts you’ve published in the past week. Newsletters should link to your content, but make sure that you include more than a collection of already published blog posts. Write exclusive content for the newsletter that only your subscribers get access to. We do.