Your brand or a client has a great new product that your audience will want to know about, and you want to make sure they do. You can, and should, write a press release and send it to your targeted media group to drum up publicity. But with so many other channels to promote your clients’ message, why stop there?
The truth is, it can be overwhelming to decide what outlets and platforms will work best. Below are three steps to help you quickly determine the best ways to get your message to the masses through content amplification.
Step 1. Find out where your audience is coming from.
Check Google Analytics to figure out what outlets drive most of your traffic. Was there a big spike from a recent TV spot? Are you seeing a lot of traffic coming from Facebook?
While there may be many different channels, try choosing just the top two and stick with those when crafting your message. This will help you stay focused and give you base for Step 3.
Step 2. Give them a story they will relate to.
You’ve decided your audience is mostly on podcasts and Twitter, for example. Create a podcast where you conduct a Q&A with someone who has solved a problem by using your or a client’s product or service. During this conversation, consider including a call to action for listeners to visit your site for a demo of the product.
On Twitter, use that same storyline, but craft short, catchy messages to generate interest, with a link to the podcast. Consider putting money into a promoted tweet, or give your employees a set of crafted tweets that they can amplify to their communities.
Step 3. Measure your results.
Measurement can often be the toughest part of any content marketing campaign. Since you chose just two channels to focus your message, use the analytics available for only those outlets.
How many people downloaded the podcast? How many people heard the CTA during and asked for a demo? How many retweets and shares did you receive on Twitter? How many people were driven to your site from those two channels? Use these numbers to benchmark future campaigns.
Need to pump up your content amplification even more? Try video. Join our April 29 webinar, “Film School: How to Use Video for PR!”
