Are you worried about the actual impact contents you share have? You invest a lot of hours in writing articles for the company blog, creating videos or updating your social networks… but do you have a feeling that almost nobody is reading or watching? Don´t worry, you´re not alone. What you need is a content amplification strategy that will allow your posts to reach more users.
Get the most out of your contents: recycle them
You post a new article on you blog, a video on your YouTube channel or a photo on Instagram. You think your audience will be delighted with the contents you share, but minutes, hours, days go by and the number of visits, likes, shares or comments haven´t changed at all.
Every minute 20.000 WordPress posts, 400 hours of videos of YouTube and 9.000 twits are uploaded on Internet
So, what is really happening? Your content got lost in the ocean of information that is published every minute on the Internet. If only you were an Influencer with an indefatigable legion of followers or you stumbled upon alchemy of virality, your contribution to the digital universe will go unnoticed. Don´t get disappointed, there is a solution to this problem: it is called the amplification of contents and is one of the tendencies that we highlighted and have been applying at Canela PR for some time.
It’s not you: it’s the “content shock”
Content marketing is fashionable: almost all companies publish all types of content on the Internet almost daily, with the aim of being news, positioning themselves in their sector or as part of their inbound marketing strategy. To this are added the publications made by the media and the users.
Every minute 20,000 WordPress posts, 400 hours of YouTube videos, 9,000 tweets, etc. are uploaded to the Internet. This produces what the specialists call a “content shock”: the excess of information that is published continuously saturates the users and causes that the majority of the contents to receive hardly any visits or interactions.
To give you an idea:
– 55% of users spend less than 15 seconds on a web or blog (Chartbeat).
– 50% of the contents are shared by less than 8 users (Buzzsumo).
– The visibility of a new message on Twitter does not reach 18 minutes (Moz).
– Half of YouTube videos receive less than 500 visits (Tubemogul).
– Most Instagram accounts have less than 200 followers (Optical).
Check in this infographic the amount of new content per minute on the internet.
If you want to get out of this vicious circle, instead of generating more content to try to have more audience, it is preferable that you focus on achieving greater impact of the content you create, starting with publishing less frequently. This is the amplification of content: it is a series of techniques focused on increasing the dissemination of your content to get them to stand out and reach a greater amount of audience.
10 techniques to recycle or amplify your content
1. Power your best content. Identify the publications that have been most successful and publish them again. An idea: you can create an ebook that is a compilation of the most read articles of your blog and share it as a new premium content.
2. Spread old content. Any excuse is valid to re-share an old content. For example, you can take advantage of a current topic or a trend in social networks to recommend the consultation of your own content.
3. Adapt your content to each channel. When you publish an article in your blog, do not share it as it is: create a summary for Facebook or LinkedIn, an attractive message for Twitter, an image for Instagram or SnapChat, a video for YouTube, etc.
4. Get help from influencers. If you include mentions of prominent figures in your sector when you publish the contents that you generate, it is likely that they will help you to disseminate them by sharing, commenting or recommending on them to their followers.
5. Join groups related with your industry. Online communities, such as Facebook or LinkedIn groups, are a great showcase for sharing content that you think might interest your members. But respect the rules and don’t spam other members.
6. Suggest related content. Get used to including internal links in your content to other information of the same subject that you have published. You can also add suggestions for similar content at the end of each post.
7. Submit your content to other sites. You can send messages to the contact emails or social network accounts of the pages of your sector to invite them to view and share your content, or add them to news aggregators such as Menéame.
8. Send a newsletter to your followers. Another excellent way to get more impact for your content is to create your own subscribers list using free tools like Mailchimp and send them your news periodically.
9. Make content healing. You do not always have to create 100% original content to get interactions. You can also share, comment or summarize content that you have seen on other sites and that you think your audience may like.
10. Invest a little in advertising. There are tools like Facebook Ads or Twitter Ads that can help you to spread your publications more widely. Google and other companies also offer payment services to spread content of all kinds.
As you can see, there are many ways to amplify your content to ensure it has a broader impact and make the time and effort you spend generating them more profitable. So we advise don’t get obsessed with publishing something new every day but focus efforts on recycling the content you already have.