Content amplification sounds a little bit like broadcasting your message, doesn’t it? Well, that’s exactly what it is. Amplification entails all the things you do to promote and distribute your product, brand, or service. What is content amplification? Content amplification is the process of digitally promoting and distributing your brand’s message, products, or services across various content amplification platforms, including your owned platforms (e.g., your website or blog), social media platforms, or other publishers’ sites, either yourself or via earned media (e.g., public relations) or paid advertising. A Bit of Background Back in the days before the Internet, if you wanted to promote the content you had to work with a public relations (PR) or advertising agency.
Sure, you could do it on your own, but to get the best Photo Restoration Service results you usually had to work with media professionals to establish processes for a fee. In addition to paying agency fees, there were fees to run ads. You could pay for print ads, billboard ads, television commercials, radio ads, direct mail — you get the idea. Most of it was all paid for. Getting free publicity (aka “earned media”) usually entailed background work schmoozing an editor, a news producer, or someone else in power who could make your content visible to a large audience. The Internet changed all that — and it started with blogs. Suddenly, anyone could become a publisher by writing a blog post. The internet “democratized” content creation. Anyone could post content online. The Dawn of Blogging Blog posts started sort of like online diaries or journals. But they quickly evolved into forums where any writer could share their expertise on any given topic. An interesting blog post could get attention.
Soon, bloggers were creating content about everything from food to travel to raising chickens in your backyard. People caught on quickly that they could solicit “paid ads” to run alongside their blog posts. Why? Because they were developing audiences who were interested in products related to the topics they were blogging about. Soon, “how-to” content creation took off. And it wasn’t just in the consumer space — businesses got into the act, too, as companies wanted to share their industry expertise. Headlines shouted things like, “How To Sell Like a Pro,” or “5 Ways to Prepare Your Furnace for Winter.” The purpose of the content became not only to help readers by giving them valuable content — a practice known as content marketing — but also to draw an audience for the blogger’s (or the blogging company’s) products and services.