How to Easily Increase Your Agency's Authority Through Content Amplification 📣

Aug 30, 2021
Graph paper background with image of computer representating a blog post and a syndication icon leading to social media and video icons

As an agency owner, you understand the value of creating valuable and informative content to help attract leads. You may have created blog posts, social content, and even videos. Yet despite your efforts (and considerable time), you're not being seen. This is where amplified content comes into play.

Content amplification gets more exposure for your agency and allows you to spend less time working on content. Sound too good to be true? Read on to see how this effective content strategy works and how you can amplify your agency through a proven method that scales.

What is content amplification, and why should you care about it

Republishing the same piece of content on one or more different websites is referred to as Content Amplification.

When you amplify content, you're taking a piece of content, like a blog post or video and republishing it elsewhere on the web. Historically, content syndication was viewed from the lens of taking an original article and using content syndication networks to have it republished on third-party sites (i.e., syndication partners). This raised concerns about search engine optimization, duplicate content, where the content originally appeared...you get the gist.

Modern content amplification captures all the content from one source, like your blog, and shares it on your own channels like LinkedIn, YouTube, Facebook, Instagram, and other networks to drive traffic back to your website. This not only saves you time but amplifies your agency by having your content visible anywhere that your audience may be.

Content amplification gets more exposure for your agency and allows you to spend less time creating content. The ultimate reason to use content amplification is to turn new traffic into leads without creating countless "new" pieces of content. Tactics like these are proven methods that will scale if deployed correctly to reach your target audience.

How to set up your first piece of content for amplification

Your content amplification strategy should be built around the premise that you'll create one long-form piece of relevant content. This piece of content can then be used in multiple places to drive more traffic and leads.

Your first step is to determine what you want this long-form piece of content to be. To maximize your efforts, choose a topic that's relevant to a wider audience. This process will allow you to repurpose the same content across different channels, budgets, and messaging. For example:

You could publish a blog post that brings your audience deep into the basics of reputation management. When you work on this post, be sure to do your initial keyword research and optimize it for search engines. When working with written content, think about how you can present the information in an easy-to-consume format. Keep amplification in mind as your plan your outline.

Once you publish your content, it's time to plan how you want to distribute your content. As part of a lead generation strategy, it's important to consider where you want to link back to. In this case, you may want to drive traffic to your website or back to the original article.

The first time you set up a piece of content for amplification is the hardest. Over time, it will be easier and more effective to use this technique for all types of content. If your agency doesn't have the budget for expensive marketing tools, consider using free content creator services like canva for images and video editing.

Scroll-stopping visual content

If your article contains an interesting stat, consider turning that into a bold Instagram image. Alongside that, write a brief caption that encourages followers to visit your website to learn more. You can easily create multiple social media assets from blog content, all adjusted to the target audience based on the platform you're using.

Brand exposure with short videos

You can also consider short-form video as a way to reach an even larger audience. From your blog post, write a brief video script. If your original content talks about how to implement a strategy, record a quick one-minute video of yourself that primes your viewers about the strategy and encourages them to read the article to learn more.

You can share this on your Facebook page or use it as a reel on your Instagram account.

Utilizing YouTube for content marketing

Many agency owners feel stumped when it comes to creating long-form video content for YouTube. This is the perfect platform to amplify your content!

To get the most exposure out of your video, create a YouTube Channel and upload your content there. Like social media, YouTube allows you to amplify large volumes of content for maximum viewership reach.  

If you can't afford high-production value, think about using explainer videos to break down complex topics. You don't need a studio or an expensive camera - simply record yourself over your phone's camera and use an editing tool like Splice to chop up the footage.

Once you've uploaded your video, it's time to share it. The major benefit of using YouTube for content marketing is that anyone can see your video anywhere. Share your video on social media channels like Facebook and Twitter. You should also consider uploading the video to other amplification sites such as LinkedIn, which will allow you to tap into a new audience.

Nurture Emails

If you want to take it a step further, you can grab highlights from your post and turn them into a nurture email (or a series of emails). This allows you to stay front of mind in your lead's inbox, furthering your authority in their eyes. 

Paid Syndication and Content Distribution Campaigns

Syndicating your content through syndication services is another way to generate brand awareness and establish your authority. Syndication services allow you to create a campaign and distribute your content through additional channels. This will allow you to reach more people with the same message, driving traffic back to your website for increased brand exposure. Popular syndication platforms include Outbrain, Taboola, and Revcontent.

Consider syndicating your content with a service like Brandpush. You could also consider press releases to get your original content distributed with popular sites and media outlets, like affiliates of CBS and FOX. These are great sources of referral traffic to help boost the authority of your website for SEO.

Distributed pieces of content can drive more traffic to your agency and help you achieve more opportunities for conversions. During this process, ensure that you're putting the right information out there so that people will want to work with you. Keep in mind the distribution channels where your target market is most active and go from there.

Driving website traffic through a lead magnet

One final idea that some agencies use is to compile all of their blog posts into an eBook. This can be a great way for your audience to consume all your agency content in one place. The best part? You can use your blog's RSS feed to syndicate the eBook on a site like eBooks.com, making it searchable and more accessible to people who aren't aware of your agency.

Of course, this doesn't mean that you need to have hundreds of blog posts in one place for an eBook - just look for the most popular and effective pieces of content. The eBook can also act as a lead magnet, which can help you use syndication to increase your list size.

How do you leverage content amplification?

Content amplification is an effective, scalable way to get more eyes on your content. Not only does this save you time but will bring in a steady stream of leads as well. To maximize these results, plan to publish the same content across multiple channels and adjust it to fit your audience's needs.

If you're looking to grow your agency's authority without having to create countless pieces of content, then it is time for you to start using the power of content amplification. As you work on your content marketing strategy, focus on your core content pillars and determine how you can amplify your content to drive traffic to your website. Knowing how and when to republish your content can help drive leads to your website, improve your visibility in Google search, and amplify your voice as a leader in the digital marketing space.