What’s Trending: Expand Your Reach with Strategic Amplification

August 25, 2017

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Author Nicholas Sparks once said, “Over time, quality work will lead to an audience for your work.”

It’s a nice thought, but doesn’t jibe with our current reality. The truth is that unless you have the luxury of a high-profile platform already in place, even the most outstanding content can go largely unnoticed without a well-conceived distribution strategy. Quality is a vital ingredient but it isn’t enough on its own.

When you craft a truly stellar piece of content, but fail to follow through with an effective promotion plan, it might be destined for a sadder ending than The Notebook or A Walk to Remember (two of Mr. Sparks’ most famed works).

This week’s roundup focuses on expanding your content’s reach through strategic amplification. Read on to avoid the heartbreak of unloved content.

What Marketers Were Reading and Sharing Most This Week:

1. 10 Ways to Distribute One Piece of Content (Besides Social Shares)

It can be easy to fall into the habit of posting a blog, sending out a quick link on your social channels, and then moving on. Kelsey Meyer offers 10 additional tactics to ensure you’re maximizing the range of your content.

2. Content Amplification: How to Promote and Distribute Content Effectively

In his in-depth breakdown for Content Marketing Institute, Arnie Kuenn of Vertical Measures explains how to expand your visibility through a mix of paid, owned, and earned media. As you’ll learn, a cohesive approach yields the best results.

3. Introducing LinkedIn Video: Show Your Experience and Perspective

Another way to get your content moving, as we suggested last week, is by exploring video marketing. This week LinkedIn officially unveiled native video for members, and on our official blog, Pete Davies explains how you can put this new tool to good use. The feature is only available for individuals at this time, but it’s a good opportunity to start building your thought leadership.

4. 15 Stats Every Marketing Leader Needs to Know

How are today’s companies faring when it comes to reaching and exceeding goals across various parameters? HubSpot plucked a few eye-catching statistics from its 2017 Demand Generation Benchmark Report and shares them in these slides.

5. How to Get Developers to Implement SEO Recommendations

SEO is, of course, a key component of getting your content in front of the right people. But what happens when your optimization recs aren’t put into action? iPullRank founder Michael King serves some tips to help you get over the implementation hump.

6. 3 Ways Intent Data is Getting Better for B2B Marketers

Data and technology are giving us far better insights into buyer behavior. Savvy B2B marketers can decipher the clues in order to pinpoint signals of interest and opportunities for influence, writes Peter Isaacson.

7. Exceed Your Demand Generation Goals

How can you generate quality leads and prove strong ROI on LinkedIn? This Masterclass walks you through the fundamentals, with practical tips and case studies.

8. 7 Impactful Ways to Increase Content Engagement

Once people find your content, are they interacting with it? Molly Reynolds calls out seven issues that might be suppressing your engagement, while presenting some easy fixes for each.

9. What Personalized Search Means for SEO

Personalized search results are nothing new, but many marketers still aren’t optimizing for them. On the Marketo blog, Tom Demers elaborates on three crucial factors for ranking: thinking local, focusing on long-tail keywords, and prioritizing mobile.

10. How to Drive Bottom-of-Funnel Results for Your Blog

Blogs are typically viewed as top-of-funnel content, but Wishpond has been able to drive profitable action with theirs, increasing conversions by 80 percent over the past year. In this SlideShare, they walk us through the steps that helped propel that success.

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