{"id":8216,"date":"2015-01-29T19:22:01","date_gmt":"2015-01-29T19:22:01","guid":{"rendered":"https:\/\/www.sanctuarymg.com\/academy\/?p=8216"},"modified":"2023-09-20T04:20:49","modified_gmt":"2023-09-20T08:20:49","slug":"amplify-content","status":"publish","type":"post","link":"https:\/\/www.sanctuarymg.com\/academy\/content\/amplify-content\/","title":{"rendered":"How to Amplify Your Content"},"content":{"rendered":"<p>If you\u2019ve been operating within the world of <a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/\" target=\"_blank\" rel=\"noopener\">digital marketing<\/a> recently, I can almost guarantee that you\u2019ve heard the phrase \u201cContent Marketing\u201d. Everyone is talking and trying to figure out how to \u2018create content\u2019 ad nauseam. What that means differs from person to person and from business to business. But the new answer and savior for every digital marketing \u2018guru\u2019 is to create more and more content and never stop.<\/p>\n<p>This is really good advice considering <a href=\"https:\/\/www.sanctuarymg.com\/academy\/strategy\/education-engagement-grow-digital-footprint-online\/\" target=\"_blank\" rel=\"noopener noreferrer\">what creating great content can do<\/a> for you and your business.<\/p>\n<p>But just creating content will only get you so far. I\u2019ve felt this frustration firsthand as I\u2019ve labored over a large piece of content and then watched with disgust as nobody discovered, shared or engaged with what I had to offer. Even though you might create the most amazing, valuable and cutting-edge content, it\u2019s hard to get the word out to those who care if all you\u2019re doing is writing and publishing to your blog.<\/p>\n<p>It\u2019s possible that your content could be a good long term investment as you show up in the search results over time. But you\u2019re likely not getting that big boost that you need. You\u2019re likely not getting the full ROI out of your investment. Creating great content takes time. It\u2019s your own blood, sweat and tears that you\u2019re producing and, if you\u2019re like me, you have limited time to invest. You HAVE to make it work for you and then some.<\/p>\n<p><b>\u2018Next Level\u2019 promotion for your content<\/b><\/p>\n<p>So in this post I believe we\u2019re going to be talking about some \u2018out-of-the-box\u2019 thinking and tactics that most people are not using. In my experience, I believe that most people haven\u2019t arrived at square one yet with their digital marketing strategy. They\u2019re not even thinking about creating content, understanding what it can do for them and then actually having a clear strategy to \u2018amplify\u2019 that content and make it <em>WORK<\/em> for them.<\/p>\n<p>If you\u2019re reading this post then consider yourself on the bleeding edge of internet marketing. Congratulations because you\u2019re likely far ahead of your competition if you can successfully accomplish even a little bit of what we\u2019re going to propose in this article. Download our <a href=\"https:\/\/www.sanctuarymg.com\/wp-content\/uploads\/2015\/03\/Content-Amplification-Checklist-1.pdf\" target=\"_blank\" rel=\"noopener noreferrer\">Content Amplification Checklist.<\/a><\/p>\n<p><b>Why Content Marketing <b><span style=\"color: #ff0000;\"><strong><iframe src=\"\/\/www.youtube.com\/embed\/nuGtFXhQlNM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/strong><\/span><\/b><\/b><\/p>\n<p><i>Two things I learned from my grandpa: Helping others is everything and amazing storytelling gets you most places in life.<\/i> &#8211; <a href=\"https:\/\/twitter.com\/JoePulizzi\">@JoePulizzi<\/a><\/p>\n<p>So, I won\u2019t go deep into why and how content marketing can work for you. The information is all over the web including <a title=\"Sanctuary Marketing Group News &amp; Advice\" href=\"https:\/\/www.sanctuarymg.com\/blog\/\">our website and blog<\/a>. I would also checkout ContentMarketingInstitute.com, a great resource for educating and guiding you in your content marketing journey. But, to give you a snapshot summary, content marketing is important because <strong>without taking time for curating relevant content, search engines won\u2019t care about you<\/strong>. People on <a href=\"https:\/\/www.sanctuarymg.com\/digital-marketing\/social-media\/\">social media<\/a> won\u2019t care to engage with you if you don\u2019t have great stories to tell. You won\u2019t have any landing pages to link your ads to. You\u2019ll have nothing to send in your email marketing. You\u2019ll have a stagnant website, a boring social presence and your overall digital marketing will be stale and just plain lame. In short, you\u2019ll have nothing for prospective customers and clients to engage with. (If you are lucky enough that they actually find you online.)<\/p>\n<p>Creating great content is the cornerstone of a successful digital marketing campaign. Creating great content is the foundation that everything else is built on. Creating great content is the glue that ensures all other tactics are successful. If you\u2019re avoiding creating content for the long haul, you\u2019re avoiding success.<\/p>\n<p><b>Why Companies Fail At Content Marketing<\/b><\/p>\n<p>So why do most people ignore and\/or fail when it comes to content marketing? The simple answer is that it\u2019s hard. It\u2019s damn hard. It also takes time and the one thing that most of us lack is extra time in our days. Take it from me \u2014 I own a business and I know the struggle of time management. There\u2019s never enough time so it keeps many people from getting to the starting line with content creation.<\/p>\n<p>There are many other reasons why people can\u2019t make content marketing work for them. I could go into it but I\u2019d prefer to just link to a great, and brutally honest article by Trevor Young.<\/p>\n<p>Some of my favorite reasons from his article include: lack of commitment, unwillingness to share or give something away for free, unwillingness to ditch your ego, or you simply aren\u2019t able to create content that stands out. As Trevor states \u201cThe world does not need more \u2018so-so\u2019 formulaic content; we\u2019re already seriously drowning in the stuff as it is.\u201d<\/p>\n<p>So true.<\/p>\n<p>Some reasons for failure, in my experience, include lack of vision, stubbornness, a closed mind, inability to convince management and simple disorganization and laziness.<\/p>\n<h2><b>How to amplify your content<\/b><\/h2>\n<p>So, we\u2019re finally getting to the heart of things here. If you\u2019ve come this far I\u2019m assuming that you\u2019ve got the most important part of content marketing down \u2014 which is actually creating content. Now you\u2019re looking for a system that will ensure you\u2019re getting the maximum value out of your efforts.<\/p>\n<p><img decoding=\"async\" class=\"aligncenter size-full wp-image-8311\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/7-Phases-of-Content-Amplification-1.jpg\" alt=\"7-Phases-of-Content-Amplification\" width=\"700\" height=\"213\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/7-Phases-of-Content-Amplification-1.jpg 700w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/7-Phases-of-Content-Amplification-1-300x91.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/7-Phases-of-Content-Amplification-1-350x107.jpg 350w\" sizes=\"(max-width: 700px) 100vw, 700px\" \/><br \/>\nHere you\u2019ll be guided through several \u2018phases\u2019 that contain specific recommendations about how to properly amplify your content. There\u2019s a lot to get to so let&#8217;s begin.<\/p>\n<h3><b>Phase 1: Planning your Content Amplification Campaign\u00a0<\/b><\/h3>\n<p><iframe src=\"\/\/www.youtube.com\/embed\/GqqzoLwj0iM\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/p>\n<p><i>Failing to plan is planning to fail. <\/i>&#8211; Alan Lakein<\/p>\n<p>With any \u2018campaign\u2019, planning is essential. Amplification starts light years before \u201cPublish\u201d during the planning stage. Just taking a little time in advance to block out some of the essentials will help you take your campaign a lot further.<\/p>\n<p><b>1) Plan to produce the right type of content<\/b><\/p>\n<p>Many times we can get caught up in the task of producing content without actually stopping to think if we\u2019re creating the right type of content that will reach and motivate our target audience. You shouldn&#8217;t\u00a0just dive in and start writing about random topics.<\/p>\n<p><b>2) Confirm your target audience<\/b><\/p>\n<p>To produce the right type of content, you and\/or your team needs to confirm what your goals are. It sounds obvious but you\u2019d be surprised at how many times people really don\u2019t think about this important first step. Who are you trying to reach and what content will appeal to them?<\/p>\n<p>Are you trying to connect with others in your industry? Are you trying to engage potential customers? This is an essential first step when you\u2019re talking about amplifying your content because the answer to this question can take you in completely different directions\u00a0with your tactics to reach your audience.<\/p>\n<p>Just to give you one good example, our target audience is actually small business owners and marketers. For the most part, we don\u2019t want to get too detailed\u00a0about the technical side of digital marketing. We do not try to speak to hardcore SEO professionals or PPC masterminds. We want to provide solid advice about what they should be doing and then decide if they can\/should do the work themselves or hire someone to do it for them. So our target audience has been defined and this will keep us from going too technically deep with our content.<\/p>\n<p><b>3) Decide how you\u2019ll measure success<\/b><\/p>\n<p>Again, the last thing you want to do is just dive in and start creating content. Part of your plan should involve how you\u2019ll <em>measure<\/em> success. Will it be to report on how many people landing on the page? How many shares you received? How many links the page garnered for your site? How many downloads? How many sales or calls? Maybe it\u2019s all of the above. If so, you\u2019ll need to decide that and make sure you have your analytics tracking code in place on all conversion points and have a clear way to decide if your investment in time, money, staff and other expenses all add up to a profitable ROI.<\/p>\n<p>Maybe your measures are ultimately too hard to measure. Maybe you just decide that creating great content has too many intangible benefits and that\u2019s ok too. Just decide this in advance and be ok with it so you can commit for the long haul.<\/p>\n<p><b>4) Define your call to action<\/b><\/p>\n<p>When you create content, what is it that you want people to do after they digest your content? Contact you? Download something? Share something? Subscribe to something? None of the above? All of the above?<\/p>\n<p>The answer doesn\u2019t have to be any of these but it should be something. You need to do everything in your power to make sure they know how to take the next steps. If you\u2019re shooting for all the above then make sure that how you present each option is accomplished in a way that people can easily digest their options without being overwhelmed.<\/p>\n<p>As an example, and it\u2019s an extreme one, you could easily put a phone number, a contact form, a downloadable asset, options to share on social media, options to subscribe to social media and provide a way to sign-up for a newsletter, ALL at the bottom of your article. This\u00a0obviously wouldn\u2019t be ideal.<\/p>\n<p>As you create your content, plan ways to sprinkle options throughout the content or integrate them as you work your way down the page. Sharing options should be at the bottom. Options to download an asset or subscribe could be integrated in the middle. Your phone number would be in the navigation, head and footer and in the last sentence of the content. If you\u2019re producing a video, make sure that the video starts and ends with your branding, URL and contact information. Embed your assets on a page that has a contact form or related download in the sidebar. The options are endless but they need to be planned so you have some actionable goals that people can engage with.<\/p>\n<p><b>5) Research content and articles around your topic<\/b><\/p>\n<p>Many times you\u2019ll already be an expert regarding the topic you\u2019re writing on. But this shouldn\u2019t stop you from researching your topic further. Many times you\u2019ll just want to learn about something new and then write about what you learned and that\u2019s ok too. Either way, research helps you\u00a0to\u00a0create better content. Taking the time to research and read about your topic before diving in is essential.<\/p>\n<p>Beyond learning more about your topic and working on an outline, you\u2019ll have the opportunity to see what you\u2019re up against. Are there already pages and pages of great content surrounding your topic? Is there content online\u00a0that\u2019s better than what you can realistically produce? Then maybe you should try a different topic or plan to approach your topic in a different way. Maybe you just decide to create Skyscraper content (More on this later) and produce something that just blows away the competition. Knowing what you\u2019re up against is important.<\/p>\n<p>You should also do some research and document articles that you can link to within your content and plan to keep track of related contacts that you can engage with after your content is created.<\/p>\n<p><b>6) Create an outline<\/b><\/p>\n<p>The main goal of research for me is to work through an outline of my content. Many times I\u2019ll find new information or get ideas about how to structure my content during the process. It really helps me to work through a solid outline before I sit down and just start writing away.<\/p>\n<p><b>7) Decide what tactics to use<\/b><\/p>\n<p>I wish it were true, but you can\u2019t do everything and do it all well. Many tactics that we\u2019ll discuss here might not work for all types of businesses. Many times you simply won\u2019t have the budget to do everything and that\u2019s a simple fact of marketing. Decide what you can reasonably do and do it well and focus your energies and dollars there.<\/p>\n<p><b>8)<\/b><b> Plan your assets in advance<\/b><\/p>\n<p>Depending on how long it takes you to produce and edit your content, you might benefit from\u00a0putting your assets into production as soon as you start writing.<\/p>\n<ul>\n<li>Will you be integrating videos?<\/li>\n<li>Will you offer a supporting download?<\/li>\n<li>What graphics do you think you\u2019ll need?<\/li>\n<li>Can you create an awesome infographic based on your outline?<\/li>\n<\/ul>\n<p>All of these things could be produced while you\u2019re writing and\/or creating.<\/p>\n<h3><b>Phase 2: Content Creation<\/b><\/h3>\n<p><i>There were 5 exabytes of information created between the dawn of civilization through 2003, but that much information is now created every 2 days, and the pace is increasing.<\/i> &#8211; <a href=\"http:\/\/www.google.com\" target=\"_blank\" rel=\"noopener noreferrer\">Eric Schmit\/CEO Google<\/a><\/p>\n<p><i>90% of all data that\u2019s ever been created was created in the last two years.<\/i> &#8211; <a href=\"http:\/\/www.ibm.com\/smarterplanet\/us\/en\/business_analytics\/article\/it_business_intelligence.html\" target=\"_blank\" rel=\"noopener noreferrer\">IBM<\/a><\/p>\n<p><i>90% of everything is crap.<\/i> &#8211; <a href=\"http:\/\/en.wikipedia.org\/wiki\/Sturgeon%27s_law\" target=\"_blank\" rel=\"noopener noreferrer\">Sturgeon\u2019s Law<\/a><\/p>\n<p><b>1) Create GREAT Content\u00a0<\/b><\/p>\n<h3><b><b><b><span style=\"color: #ff0000;\"><strong><iframe src=\"\/\/www.youtube.com\/embed\/CmgVz16ZfCI\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/strong><\/span><\/b><\/b><\/b><\/h3>\n<p><i>I\u2019d like to propose a change to the droning, tired-out mantra of \u201cCreate great content.\u201d I\u2019d like us to start saying, \u201cCreate \u2013 and promote \u2013 great content.\u201d <\/i>&#8211; @JoelKlettke<\/p>\n<p>[Tweet &#8220;\u201cCreate \u2013 and promote \u2013 great content.\u201d &#8211; @JoelKlettke @SanctuaryMG&#8221;]<\/p>\n<p>Amplification: Content Marketing&#8217;s Missing Piece by Joel Klettke<\/p>\n<p>If the stats and quotes above don\u2019t speak volumes, let me clarify that there\u2019s a lot of content being created these days. At one level that\u2019s a good thing. The more information we have available to us the better. But for marketers and businesses we face an increasingly tough, uphill battle if we want our content to be found and stand out online.<\/p>\n<p>So what\u2019s the first step to solve the problem? You need to create great content. Not just your average \u2018great\u2019 content though. (ha ha) You need to create content that\u2019s far and away better than the competition followed with a strategy to amplify your great content.<\/p>\n<p><b>2) Creating Skyscraper Content<\/b><\/p>\n<p><img decoding=\"async\" class=\"alignright size-full wp-image-8310\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/skyscraper-content-1.jpg\" alt=\"skyscraper-content\" width=\"300\" height=\"450\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/skyscraper-content-1.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/skyscraper-content-1-200x300.jpg 200w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/skyscraper-content-1-233x350.jpg 233w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/>I heard a great metaphor recently that explains the concept of skyscraper content. It basically states that you should imagine walking down a city street. You look up at the largest buildings around you and decide to build your own building. But you\u2019re not going to build just any building. You\u2019re going to build a skyscraper that\u2019s 50 floors higher than everyone else around you.<\/p>\n<p>This is what you need to do when you\u2019re striving to create great\u00a0content. Skyscraper content is what we all should aspire to. Content that is better and bigger than everyone else around us. It\u2019s content that provides such amazing value that it just can\u2019t be ignored.<\/p>\n<p>Skyscraper content not only provides more information, it gives the user more visual value with included photos and graphics. Skyscraper content is supported with videos and possibly animations. Skyscraper content can be supported by detailed infographics. Skyscraper methodology gives the user multiple ways to digest the content.<\/p>\n<p>As an example, the information you&#8217;re reading is around 8000 words. I&#8217;m going pretty deep here where this article could end up being 8-10 times more detailed than most other content out there on this topic. In short&#8230; I&#8217;m deep diving on this topic instead of skimming the surface and that&#8217;s what you need to do to create great content that stands out.<\/p>\n<p>In the end, by creating skyscraper content you\u2019re building a massive foundation that will support all you\u2019re future amplification tactics across the board.<\/p>\n<p><b>3) Quote and Link to Other Great Content and Influencers<\/b><\/p>\n<p>One important part of creating amazing skyscraper content is backing it up with stats, quotes and supporting information from reputable sources. This provides more value and trust for your reader.<\/p>\n<p>But lets talk about how this practice can help you amplify your content. When you provide a quote, especially from a popular influencer, you can link to their page where you found the quote. You can also reach out to them directly via email or social media and let them know that you quoted and linked to their content.<\/p>\n<p>What this could do for you is garner a link back to your content and a possible mention on their social media. Therefore you\u2019re content could be seen by all their followers and \u2018amplified\u2019 by just taking this one simple step that not only improves your content, but connects you with an influencer and their audience.<\/p>\n<p><b>4) Content Optimization<\/b><\/p>\n<p>Implementing <a href=\"http:\/\/moz.com\/learn\/seo\/on-page-factors\" target=\"_blank\" rel=\"noopener noreferrer\">proper SEO best practices<\/a> should be a given. Making sure that you have the basics covered is a necessary first step that can actually take you a long way.<\/p>\n<p>But we\u2019ll assume at this point that you\u2019ve got the basics covered. So let me offer up a couple bonus tips that many people don\u2019t consider.<\/p>\n<ol>\n<li><b>Facebook Open Graph Tags:<\/b> On page optimization is one thing, but what can you do to ensure that your content is optimized and displayed in the best possible way when people actually share on Facebook? Open Graph Tags allow you to specify exactly how your content will appear when shared. One of the big things is ensuring that the right image is used when the article is shared. To learn more you can click <a href=\"https:\/\/developers.facebook.com\/docs\/sharing\/best-practices\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a> and <a href=\"https:\/\/blog.kissmetrics.com\/open-graph-meta-tags\/\" target=\"_blank\" rel=\"noopener noreferrer\">here<\/a>.<\/li>\n<li><b>Twitter Cards:<\/b> Another way to optimize your content for social media is through <a href=\"https:\/\/dev.twitter.com\/cards\/overview\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter cards<\/a>. Cards allow you to use photos, videos and media to enhance your tweets and drive traffic to your site. You can embed large images, videos and even galleries into your tweets to create a richer experience and to help you stand out amongst the crowd. When you\u2019re done you can use <a href=\"https:\/\/dev.twitter.com\/cards\/analytics\" target=\"_blank\" rel=\"noopener noreferrer\">Card Analytics<\/a> to measure if you\u2019re efforts were successful.<\/li>\n<\/ol>\n<p><b>5) <\/b><b>Setup multiple ways to digest the content<\/b><\/p>\n<p>Have you ever been searching for information and you come across a result, click it, and then realize that the answer is hidden within a 5 minute video? You wish at that point that you could just scan the text and quickly find the information that you need?<\/p>\n<p>The same thing can happen with long articles like the one you\u2019re reading. Sometimes people just don\u2019t want to read and they would prefer to sit and watch a video. Or listen to an audio clip or a full transcribed podcast. Many times if they like reading, they don\u2019t want to scroll down the page in a long article. They want to click through multiple short pages to digest the content.<\/p>\n<p>Maybe all I need is a checklist. I don\u2019t want to build my own checklist from a massive article. I just need to download the checklist and work my way through it.<\/p>\n<p>So if we can agree that people like to digest content in different ways, why not consider giving them that option. It takes more work but the results will allow you to effectively engage with a wider audience.<\/p>\n<p><b>6) Browser and mobile testing<\/b><\/p>\n<p>How many times have you completed a complex article, proofed it and hit \u2018publish\u2019? Everyone has done this without even thinking about testing. I would agree that it would be worth 5 minutes to double check that your masterwork is displaying properly on a few popular browsers and mobile platforms. The worst thing would be if you were found online and that person was unable to consume your content because there was an error on the page that caused it to display incorrectly for some reason. Consider a tool like www.BrowserStack.com for a quick way to check things before publishing.<\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<h2><b>Phase 3: Publishing Content\u00a0<\/b><\/h2>\n<h2><b><b><span style=\"color: #ff0000;\"><b><b><span style=\"color: #ff0000;\"><strong><iframe src=\"\/\/www.youtube.com\/embed\/lporBr_TuH8\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/strong><\/span><\/b><\/b><\/span><\/b><\/b><\/h2>\n<p>How difficult could publishing be you say? All we have to do is hit the \u2018Publish\u2019 button and wash our hands of it, right? Well there are actually a few things that you can do to amplify your content when you properly publish your article.<\/p>\n<p><b>1) RSS<\/b><\/p>\n<p>One automated way to make sure that you\u2019re content is distributed is by having an RSS feed on your site. RSS essentially allows you to alert people and websites when you published new content. If you use WordPress this functionality is built in by default.<\/p>\n<p><b>2) XML Sitemaps<\/b><\/p>\n<p><a href=\"http:\/\/en.wikipedia.org\/wiki\/Sitemaps\" target=\"_blank\" rel=\"noopener noreferrer\">XML Sitemaps<\/a> allow a website to alert search engines when there is new content on the website. It\u2019s one file that lists all the URLs available. Having a sitemap and submitting it to the search engines won\u2019t help your search rankings but it will certainly ensure that the search engines can easily find your new content.\u00a0<a title=\"Google Sitemap\" href=\"https:\/\/support.google.com\/sites\/answer\/100283?hl=en\" target=\"_blank\" rel=\"noopener noreferrer\">Click here<\/a> to learn more about how to submit a sitemap to Google and <a title=\"Bing Sitemap Submission\" href=\"http:\/\/www.bing.com\/webmaster\/help\/how-to-submit-sitemaps-82a15bd4\">here<\/a> for submitting a sitemap to Bing.<\/p>\n<p><b>3) Sharing Options on your page<\/b><\/p>\n<p>Publishing a great article without integrating sharing options\u00a0is a big mistake. It\u2019s easy to do and you should integrate clear ways for people to do this on every page. You can do this manually with your own icons and the tutorials provided by social media sites, you can use WordPress sharing plugins like the one we use on this site (be sure to consider <a title=\"Monarch Social Media Share Plugin\" href=\"http:\/\/www.elegantthemes.com\/plugins\/monarch\/\" target=\"_blank\" rel=\"noopener noreferrer\">Monarch<\/a> Social Media Share Plugin) or you can use social sharing services such as <a href=\"http:\/\/www.sharethis.com\" target=\"_blank\" rel=\"noopener noreferrer\">sharethis.com<\/a>.<\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<h2><b>Phase 4: AMPLIFY Your Content. Turn it up to 11!\u00a0<\/b><\/h2>\n<p>There are three\u00a0different media types at the disposal of content promoters: <a href=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/volume-to-11-1.jpg\"><img decoding=\"async\" class=\" size-medium wp-image-8316 alignright\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/volume-to-11-1-258x300.jpg\" alt=\"volume-to-11\" width=\"258\" height=\"300\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/volume-to-11-1-258x300.jpg 258w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/volume-to-11-1.jpg 300w\" sizes=\"(max-width: 258px) 100vw, 258px\" \/><\/a><\/p>\n<ol>\n<li>Owned (You own the channel)<\/li>\n<li>Paid (You buy the exposure)<\/li>\n<li>Earned (Others promote your content for you because you ROCK!)<\/li>\n<\/ol>\n<p>For our purposes here I thought this 3 category approach would be a good way to organize my suggestions on amplifying\u00a0your content marketing online and then take action where it makes sense.<\/p>\n<p>I\u2019d like to start with the <b>owned<\/b> media category because it can be the easiest and it can be free.<\/p>\n<p><b>Paid<\/b> advertising is available to anyone with money obviously. But many people are looking for solutions that don\u2019t involve a budget so we\u2019ll discuss options here second.<\/p>\n<p>Then there\u2019s the <b>earned<\/b> category. This is the most difficult way to amplify your content because there is a huge barrier to entry &#8212; people have to know, trust and believe in what you\u2019re doing. This just can\u2019t be had without a lot of effort and consistent and unrelenting dedication to quality.<\/p>\n<h3><b>Owned Amplification<\/b><\/h3>\n<p>\u201c<i>What I see time and time again are great pieces softly plunked into the infinite space of the web by companies who are just hoping that somehow, somewhere, prince charming will find them and show them to the world\u2026<\/i> <i>You might laugh \u2013 but are you still laughing when I ask what your amplification strategy was for your last post? If it was \u201cTweet it a bunch,\u201d you did something wrong. <\/i>\u201d &#8211; Joel Klettke<\/p>\n<p><b>Basic Social Media Amplification:<\/b><\/p>\n<p>It might be obvious to many but consistently following the basic best practices of social media marketing can be difficult for the best of us. Here are some best practices that you should consider:<\/p>\n<ol>\n<li>Post your content on all relevant social media. It only takes a few minutes to get it out there and link it up.<\/li>\n<li>A piece of content should produce 20+ snippets that you can share on social media over time. If you\u2019re creating great content, get the full value out of it and make sure that you\u2019re trying different ways to grab someone\u2019s interest. Posting \u2018one and done\u2019 is not the best way to approach it if you\u2019ve put a lot of time and effort into your content.\n<ol>\n<li>A snippet can be any of the following:\n<ol>\n<li>Variations of the title<\/li>\n<li>Short statements from the content<\/li>\n<li>Short quotes from the content<\/li>\n<li>Statistics from the content<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/li>\n<li>When you share, find creative ways to mention your expert sources when posting @influencername What this does is notify them that someone has mentioned them and they\u2019ll take notice. The benefits of this simple tactic could be anything from them thanking you or retweeting your post to their followers to you building a personal relationship with them that\u2019s immeasurable.<\/li>\n<li>Use hashtags that are related to your content. Hashtags are essentially categories on social media that people can follow. I believe every post should have at least one tag if possible. It\u2019s a missed opportunity to post something and not tag it because you never know if that post would be discovered by a new partner, friend or client.<\/li>\n<li>When you\u2019re posting to social media, there are different best practices for each platform. For more on this, read this quick but informative article about <a href=\"http:\/\/www.socialmediaexaminer.com\/optimize-your-content\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Optimize Your Content for the Top 5 Social Networks<\/a>.<\/li>\n<li>Keep learning. Social media is a complicated and evolving tactic and to be effective you need to keep up. To learn more best practices consider this <a href=\"http:\/\/moz.com\/beginners-guide-to-social-media\/best-practices\" target=\"_blank\" rel=\"noopener noreferrer\">Social Media 101<\/a> guide from Moz.com.<\/li>\n<\/ol>\n<p><b>Content Distribution:<\/b><\/p>\n<p>Just publishing your content on your website is a missed opportunity. Be sure to distribute it elsewhere! Many people believe that you\u2019ll be penalized for this practice because you\u2019re creating \u2018duplicate content\u2019. There are no Google penalties for duplicate content unless a copy of your content ranks higher in the search engines on another website than your own. Most of the time that\u2019s not going to happen so why not try and be discovered naturally on other websites? If exposure is your goal, then this is not a bad thing. Exposure is exposure.<\/p>\n<p>You could probably write a book on all the ways that you can distribute content but lets talk a little about the basics.<\/p>\n<ol>\n<li>There are many websites that allow you to post your content (in full or in part) and link back to your website. Ideally you post the majority of your article and then link over to your website for the full article. Some of my favorites include:\n<ol>\n<li><a href=\"http:\/\/www.blogengage.com\" target=\"_blank\" rel=\"noopener noreferrer\">blogengage.com<\/a><\/li>\n<li><a href=\"http:\/\/www.bizsugar.com\" target=\"_blank\" rel=\"noopener noreferrer\">bizsugar.com<\/a><\/li>\n<li><a href=\"http:\/\/triberr.com\" target=\"_blank\" rel=\"noopener noreferrer\">triberr.com<\/a><\/li>\n<li><a href=\"http:\/\/www.inbound.org\/\" target=\"_blank\" rel=\"noopener noreferrer\">inbound.org<\/a><\/li>\n<li><a href=\"http:\/\/slideshare.com\" target=\"_blank\" rel=\"noopener noreferrer\">slideshare.com<\/a><\/li>\n<li><a href=\"http:\/\/www.docstoc.com\">docstoc.com<\/a><\/li>\n<\/ol>\n<\/li>\n<li>Distribute your content assets. Even the parts of your content have value and can be distributed to amplify your message. Consider the following:\n<ol>\n<li>Video distribution:\n<ol>\n<li><a href=\"http:\/\/www.youtube.com\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a><\/li>\n<li>Vimeo<\/li>\n<li>MetaCafe<\/li>\n<li>DailyMotion<\/li>\n<li><a href=\"http:\/\/www.blip.tv\" target=\"_blank\" rel=\"noopener noreferrer\">Blip.tv<\/a><\/li>\n<li><a href=\"http:\/\/www.Viddler.com\" target=\"_blank\" rel=\"noopener noreferrer\">Viddler<\/a><\/li>\n<\/ol>\n<\/li>\n<li>Photo and graphic distribution\n<ol>\n<li>Google+<\/li>\n<li><a href=\"http:\/\/www.facebook.com\" target=\"_blank\" rel=\"noopener noreferrer\">Facebook<\/a><\/li>\n<li><a href=\"http:\/\/www.Twitter.com\" target=\"_blank\" rel=\"noopener noreferrer\">Twitter<\/a><\/li>\n<li><a href=\"http:\/\/www.Flickr.com\" target=\"_blank\" rel=\"noopener noreferrer\">Flickr<\/a><\/li>\n<li>Instagram<\/li>\n<li><a href=\"http:\/\/www.Tumblr.com\" target=\"_blank\" rel=\"noopener noreferrer\">Tumblr<\/a><\/li>\n<li><a href=\"http:\/\/www.StumbleUpon.com\" target=\"_blank\" rel=\"noopener noreferrer\">StumbleUpon<\/a><\/li>\n<li><a href=\"http:\/\/www.Pinterest.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pinterest<\/a><\/li>\n<li><a href=\"http:\/\/www.Photobucket.com\" target=\"_blank\" rel=\"noopener noreferrer\">Photobucket<\/a><\/li>\n<li>FunnyJunk<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><b>Email Marketing:<\/b><\/p>\n<p>Do you have a system in place to build a list of friends, colleagues, partners, clients and interested parties? Email marketing is a very effective way to \u2018touch\u2019 people on a regular basis if you have something of value to offer them. If we\u2019re talking about creating GREAT content then you certainly do.<\/p>\n<p>Consider sending out your content as a part of a newsletter or even as a solo email if the content is just that amazing.<\/p>\n<p><b>Internal Linking:<\/b><\/p>\n<p>This is a simple, but effective technique that won\u2019t necessarily help you amplify your content immediately, but it will help bring continued visibility to your content over the long haul.<\/p>\n<p>Simply find ways to link parts of your content to other content on your site. Over time you\u2019ll have a web of content that\u2019s related and that keeps visitors on your site.<\/p>\n<p>This is a great way to increase the visibility of your content after you publish it, increase engagement and it can even help your SEO as you develop a <a href=\"http:\/\/moz.com\/learn\/seo\/internal-link\" target=\"_blank\" rel=\"noopener noreferrer\">strong internal linking<\/a> strategy.<\/p>\n<p><b>Repurpose and expand your content:<\/b><\/p>\n<p>So you\u2019ve created this great article and published it to your blog. But that\u2019s just the beginning for the life of your content.<\/p>\n<ol>\n<li>If the content is extremely robust (ahem, like this article) consider packaging it up as an e-book and promoting it that way.<\/li>\n<li>Look at the various sections of your content and see if there\u2019s ways to create even more detailed articles about each section. I could essentially write a whole blog post that focuses on how to repurpose your content and almost any other section of the content available here.<\/li>\n<li>Create an audio version of your article. People digest content in different ways and audio is another way that you can take a piece of content and get it into the ears and mind of someone new. All you need is a decent voice and <a title=\"Video Microphone\" href=\"http:\/\/www.amazon.com\/CAD-U37-Condenser-Recording-Microphone\/dp\/B001AIQGUO\/ref=sr_1_9?ie=UTF8&amp;qid=1418148204&amp;sr=8-9&amp;keywords=microphone+for+video\" target=\"_blank\" rel=\"noopener noreferrer\">a decent quality microphone<\/a> and for under $50 and a little bit of time you\u2019ll be in business.<\/li>\n<\/ol>\n<p><b>Get your team and partners involved:<\/b><\/p>\n<p>Do you have employees that are on social media? Have you asked them to share you content with their followers? How about partner companies? Talk to anyone and everyone that might be able to help you amplify your content. All you usually need to do is take the time to ask and you\u2019re content will be placed in front of a whole new world of eyes and ears.<\/p>\n<p><strong><strong>\u00a0<\/strong><\/strong><\/p>\n<h3><b>Phase 5: Paid Content Amplification\u00a0<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignright size-full wp-image-8314\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/making-money-with-marketing-1.jpg\" alt=\"making-money-with-marketing\" width=\"300\" height=\"300\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/making-money-with-marketing-1.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/making-money-with-marketing-1-150x150.jpg 150w\" sizes=\"(max-width: 300px) 100vw, 300px\" \/><br \/>\n\u201c<i>Average lifetime of content on social media is about 3 hours max but as little as 18 minutes on Twitter.<\/i>\u201d &#8211; <a href=\"http:\/\/moz.com\/blog\/tips-and-tactics-for-amplifying-your-content-whiteboard-friday\" target=\"_blank\" rel=\"noopener noreferrer\">Moz Whiteboard Friday<\/a><\/p>\n<p>If you\u2019re lucky enough to have an actual budget to spend on amplifying your content, then this section is for you. Paying to amplify your content will not only increase your visibility but it will extend the lifetime of your content beyond what many \u2018owned\u2019 tactics can deliver.<\/p>\n<p>Depending on your budget I think there\u2019s always a way to pay to promote yourself. Again, you could probably write a book on this topic as well, so we\u2019ll just quickly touch on some of my favorite paid tactics below.<\/p>\n<p><b>Promoted Tweets<\/b><\/p>\n<p>The concept is fairly simple and the subject of a wide variety of complaints, but the bottom line is that <a href=\"https:\/\/business.twitter.com\/solutions\/promoted-tweets\" target=\"_blank\" rel=\"noopener noreferrer\">promoted tweets<\/a> can be a very effective way to target and reach new followers that don\u2019t know about you. It\u2019s targeted interruption marketing but I believe it works and can make sense for many businesses and individuals.<\/p>\n<p>The way this works is that you create a valuable tweet and then decide how you want to amplify the content. You can choose from any number of different options and spend as much or as little as you\u2019d like. It\u2019s really a no brainer so try it out the next time you have content or something to say that will make you stand out from the crowd.<\/p>\n<p><b>Boosted Facebook Posts<\/b><\/p>\n<p><a href=\"https:\/\/www.facebook.com\/help\/547448218658012\/\" target=\"_blank\" rel=\"noopener noreferrer\">Boosted Facebook posts<\/a> are very similar to promoted Tweets. I really don\u2019t have to say much more than you have the opportunity to pay to reach new people that could discover, like and share your content. It\u2019s a great way to bring visibility to yourself and your content.<\/p>\n<p>Sidenote: With Facebook it\u2019s a little different than Twitter. If you follow someone on Twitter, they\u2019ll show you everything from the people and companies that you follow. On Facebook, they don\u2019t show you everything by default. You can change this but most people don\u2019t know how and I think it\u2019s presented this way by design to force companies to spend money to reach their followers. These are people that have said they wanted to connect with a company, yet Facebook decides when and if they\u2019ll see the posts.<\/p>\n<p>Just an example, I was working on a client\u2019s campaign this week and they have about 1000+ followers. The last post we made to their timeline was seen by less than 70 people. This could be because people have not been checking their feeds but it\u2019s more likely that Facebook just decided to throttle the post and force us to pay to boost the post to reach our followers.<\/p>\n<p>Things are evolving with Facebook advertising but consider using your budget to reach new followers using boosted posts. You can control the settings when you\u2019re boosting your posts and decide who, what, where and why people see your posts which can be pretty powerful.<\/p>\n<p><b>Expand to other targeted\/niche social media sites:<\/b><\/p>\n<p>Not all social sites are right for everyone. Facebook is probably not the best avenue to engage with clients if you\u2019re a manufacturing company. Likewise, if you\u2019re a local cupcake baker, <a href=\"http:\/\/www.linkedin.com\" target=\"_blank\" rel=\"noopener noreferrer\">LinkedIn<\/a> is probably not your first choice for an advertising spend.<\/p>\n<p>Similar to Twitter and Facebook, you can reach a wide audience of professionals by paying to roll out a targeted update on LinkedIn. Targeted company update filters include company size, industry, function, seniority, geography, and language preference.<\/p>\n<p>When it comes to the various social media sites, all of them need to make money so if they don\u2019t provide options to amplify your visibility on their sites now, they will soon in the future. <a href=\"http:\/\/www.youtube.com\" target=\"_blank\" rel=\"noopener noreferrer\">YouTube<\/a>, <a href=\"http:\/\/www.pinterest.com\" target=\"_blank\" rel=\"noopener noreferrer\">Pinterest<\/a>, <a href=\"http:\/\/www.instagram.com\" target=\"_blank\" rel=\"noopener noreferrer\">Instagram<\/a>, <a href=\"http:\/\/www.foursqure.com\" target=\"_blank\" rel=\"noopener noreferrer\">Foursquare<\/a>, <a href=\"http:\/\/www.Reddit.com\" target=\"_blank\" rel=\"noopener noreferrer\">Reddit<\/a>, and <a href=\"http:\/\/www.StumbleUpon.com\" target=\"_blank\" rel=\"noopener noreferrer\">StumbleUpon<\/a> are all options and that\u2019s just scratching the surface.<\/p>\n<p>Find out which site is the best fit for you and the type of content that you create and start experimenting. It\u2019s an extremely targeted and affordable way to just jump in and get your feet wet and try something new.<\/p>\n<p><b>Use Content Amplification services<\/b><\/p>\n<p>A hot topic these days is the use of services that pay to distribute and amplify your content on other popular sites. Basically, you pay to have your content shown as an option. According to Outbrain.com, you can choose to have your content \u2018recommended\u2019 on over 100,000 publisher websites, including 800+ premium publishers such as CNN, Rolling Stone, FOX, Time, NBC News and Fast Company.<\/p>\n<p>Does this sound too good to be true? It\u2019s not. And actually it can be very affordable and effective. Check out some of the services below that offer this service and get started today!<\/p>\n<ul>\n<li><a href=\"http:\/\/www.outbrain.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Outbrain<\/a><\/li>\n<li><a href=\"http:\/\/www.Cision.com\" target=\"_blank\" rel=\"noopener noreferrer\">Cision<\/a><\/li>\n<li><a href=\"http:\/\/www.Taboola.com\" target=\"_blank\" rel=\"noopener noreferrer\">Taboola<\/a><\/li>\n<li><a href=\"http:\/\/www.Zemanta.com\" target=\"_blank\" rel=\"noopener noreferrer\">Zemanta<\/a><\/li>\n<\/ul>\n<p><b>Paid Email Advertising<\/b><\/p>\n<p>Do you know of a partner or industry publication that sends out a newsletter or offers some form of email marketing to their list? Consider this as an option to put your content in front of their subscribers. If their subscribers are highly engaged and relevant to your subject matter this can be a no brainer.<\/p>\n<p><b>Search Advertising<\/b><\/p>\n<p>As with social media, the sky is virtually the limit when you\u2019re talking about paying to advertise on search engines. You can start with the big boys like <a title=\"Google Adwords\" href=\"https:\/\/www.google.com\/adwords\/\" target=\"_blank\" rel=\"noopener noreferrer\">Google<\/a>, <a title=\"Yahoo\" href=\"https:\/\/advertising.yahoo.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Yahoo<\/a> or <a title=\"Bing Ads\" href=\"http:\/\/advertise.bingads.microsoft.com\/en-us\/home\" target=\"_blank\" rel=\"noopener noreferrer\">Bing<\/a> and spread out infinitely to other secondary and niche search engines like <a title=\"Wolfram Alpha\" href=\"http:\/\/www.wolframalpha.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Wolfram Alpha<\/a> and <a title=\"Duck Duck Go\" href=\"http:\/\/www.duckduckgo.com\" target=\"_blank\" rel=\"noopener noreferrer\">Duck Duck Go<\/a>.<\/p>\n<p>The majority of internet users use Google. That\u2019s why they\u2019re such a massive profitable company. But just because you use Google that doesn\u2019t mean that others don\u2019t. Advertising on other secondary search engines can be much cheaper and less competitive than Google. Just because someone uses Yahoo or Bing doesn\u2019t mean that they\u2019re any less of a client or customer. Any secondary search engines and niche directories can be much more targeted.<\/p>\n<p>One note of advice: Advertising on search engines can be complicated. Getting the biggest bang for your buck usually involves more than just putting up an ad and spending money &#8212; especially on Google. Consider working with a Google Certified Adwords Specialist so they can advise you on all the right things to do. If you have a decent campaign budget, the extra cost savings and results that they can get for you will most certainly be worth it.<\/p>\n<p><b>Press Releases<\/b><\/p>\n<p>Ah yes, the old standby. I won\u2019t go into detail about press releases \u2014 how to write them or even why they\u2019re still affective here. There\u2019s volumes of writing on the subject. But I\u2019ve added this here as a reminder to not write them off just yet. Check out <a title=\"PRWeb\" href=\"http:\/\/www.prweb.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">PRWeb.com<\/a> to learn more about creating press releases and the costs involved.<\/p>\n<h2><\/h2>\n<h3><b>Phase 6: Earned Content Amplification:\u00a0<\/b><\/h3>\n<h2><b><b><span style=\"color: #ff0000;\"><b><b><span style=\"color: #ff0000;\"><strong><iframe src=\"\/\/www.youtube.com\/embed\/pdVMVl2_mRo\" width=\"560\" height=\"315\" frameborder=\"0\" allowfullscreen=\"allowfullscreen\"><\/iframe><\/strong><\/span><\/b><\/b><\/span><\/b><\/b><\/h2>\n<p>The title of this section speaks for itself. It\u2019s hard. It can be time consuming. Success is only found by hard work and it simply can\u2019t be had by using tricks and shortcuts. If you try, you might find yourself worse off than when you started. Earned amplification is about doing amazing work and then buckling down and working even harder to do all the right things that get you noticed. Many times the amplification comes just from you doing great work, other times you have to be methodical about your approach to even dream about getting minimal results.<\/p>\n<p>Are you scared yet? This section is not for the faint of heart. If you haven\u2019t mastered the basics yet, consider bookmarking this section for future reference and study because you can\u2019t go into it half cocked and spread thin. That\u2019s a recipe for failure in my opinion.<\/p>\n<p>Many of the tactics here deserve their own book or at least their own massive blog post. So I won\u2019t try to cover everything in detail here. Use this as a jumping off point for your own exploration on most of these topics.<\/p>\n<p><b>Link Building (Bonus: A very specific and effective strategy revealed)<\/b><\/p>\n<p>Links are at the core of effective SEO. It\u2019s what the Google algorithm was initially based on and it\u2019s still extremely important today. Essentially Google considered every link to your site as a vote. Some votes carry more weight than others. But in general, the more the better. The more you have, the higher your site and content could rank in the search results above your competition.<\/p>\n<p>There are volumes of information about link building on the web. Link: http:\/\/backlinko.com\/link-building Some advice is amazing, some could cripple your site and things are always changing. So going into this section know that you should really do your homework with link building before you start or before you hire someone to do SEO for you. Proper and effective link building is not something that you can \u2018do\u2019 like we did in the old days. Links must be earned and that\u2019s the way Google likes it. The days of \u2018building\u2019 links in volume are virtually over and earning links is becoming harder and harder due to the volume of content and the competition on the internet.<\/p>\n<p>Again, do I have you scared? I apologize for that but my goal here is to be honest and give you good advice. Before going any further, let me just say this. If you\u2019re considering an SEO firm and they say that \u2018link building\u2019 is part of their tactics, you need to dig deep and understand exactly what they\u2019re doing. First, read this massive article on link building so you can understand what\u2019s possible. Link: http:\/\/pointblankseo.com\/link-building-strategies Then, once you understand what works and what can hurt you, force your provider to tell you exactly what they\u2019re doing. If they mention anything on the list that\u2019s moderate to low in value, consider looking elsewhere. Low level link building is not a successful tactic that will return results.<\/p>\n<p><b>Link Building and Content Amplification<\/b><\/p>\n<p>I\u2019ve chosen one tactic to feature here and I believe it\u2019s one of the best tactics I\u2019ve seen in a long time to not only create links but to also amplify your content using a very specific and methodical approach. I won\u2019t lie and say that it\u2019s easy. But I believe it to be effective.<\/p>\n<p>I should also confess that this is not my idea. I\u2019ve stolen this process wholesale so I\u2019ll promptly <a href=\"http:\/\/backlinko.com\/skyscraper-technique\" target=\"_blank\" rel=\"noopener noreferrer\">link over to my source here<\/a>.<\/p>\n<p>To get started, lets revisit a quote from the article above:<\/p>\n<p><i>\u201cThere are WAY too many people in internet marketing today that think &#8216;great content&#8217; is enough. They say, \u2018if I publish great stuff, people will naturally link to me\u2019. If only it were that easy\u2026\u201d<\/i> &#8211; <a href=\"http:\/\/backlinko.com\/skyscraper-technique\" target=\"_blank\" rel=\"noopener noreferrer\">Brian Dean<\/a><\/p>\n<p>This statement summarizes what many people believe about content marketing but it\u2019s not true. Cutting through the noise is increasingly difficult and just publishing content is not enough.<\/p>\n<p>So without further ado, let me summarize this tactic with a quick to do list. For more detail please visit the post above.<\/p>\n<ol>\n<li>Create amazing skyscraper content. We\u2019ve talked about this concept at the beginning of this article and Brian does a great job at explaining it to. This is essential to the process. If you can\u2019t do this part then you might as well stop now. It needs to be content that\u2019s longer, more up-to-date, better designed, more thorough and more valuable than anything else out there.<\/li>\n<li>As Brian states, this step is the linchpin of this technique. You have to research and reach out to people who have already linked to similar content. If I\u2019ve lost you and you\u2019re rolling your eyes, stick with me because the steps to do this are below.\n<ol>\n<li>Use a tool like Majestic SEO, Open Site Explorer or ahrefs.com to export links to your competitors content into a spreadsheet.<\/li>\n<li>Weed out the junk so you only have solid prospects<\/li>\n<li>Email them with a very personal, targeted compliment and ask them for a link. Most people will not even respond, but you should get enough links to make this worthwhile.<\/li>\n<li>Keep in mind, even a small amount of quality links could return huge value. Not to mention that fact that you\u2019ve connected with someone who might share your content now and in the future.<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p>In summary, whatever tactic you use, know that the most valuable links come from reputable websites where your link is contained within related content. Links like this are HARD to come by and that\u2019s the way Google likes it. You need specialized tactics like this to make any real progress that matters.<\/p>\n<h3><b>Phase 7: Relationship Marketing and Influencer Marketing<\/b><\/h3>\n<p><img decoding=\"async\" class=\"alignright size-full wp-image-8315\" src=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/relationship-marketing-1.jpg\" alt=\"relationship-marketing\" width=\"350\" height=\"348\" srcset=\"https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/relationship-marketing-1.jpg 350w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/relationship-marketing-1-300x298.jpg 300w, https:\/\/www.sanctuarymg.com\/academy\/wp-content\/uploads\/2015\/01\/relationship-marketing-1-150x150.jpg 150w\" sizes=\"(max-width: 350px) 100vw, 350px\" \/>I\u2019ll admit, I\u2019m not an expert on these tactics. Nor will I claim that I\u2019m going to put even the slightest dent in the knowledge that\u2019s available on the subject on these pages. What I\u2019m going to do is try to introduce you to a subject and give you a point where you can jump off and dig deep on your own.<\/p>\n<p>Relationship Marketing and Influencer Marketing are actually two different tactics in my mind and I\u2019ll try to describe each below.<\/p>\n<p><b>Relationship Marketing<\/b><\/p>\n<p>For me, relationship marketing (as it applies to amplifying your content) is about connecting and staying connected with your customers, partners, friends and community (online and off). There might be variations but in general you want to stay top-of-mind with the people that matter and build a basic personal bond.<\/p>\n<p>How that\u2019s accomplished will vary, but in the end, the goal is to endear yourself to people. They should trust you and like you. They should feel that you have their best interest at heart and you\u2019re working for them. They should feel confident that if they ever have a need or know someone that has a need in your area of expertise that they can go to you.<\/p>\n<p>Relationship marketing is not about sales (i.e., Transactional Marketing). It\u2019s about building and engaging in relationships and friendships that will help everyone involved without expecting anything in return.<\/p>\n<p>Again, books have been written on this subject so let me offer some advice as it pertains to the digital world and social media.<\/p>\n<p><b>How to use social media to build relationships<\/b><\/p>\n<p>Many people say they\u2019re on social media. Many companies say they\u2019re engaging with their customers on social media. Many people feel that they\u2019ve \u2018mastered\u2019 social media. But most of these people are fooling themselves because they\u2019re missing the one thing that\u2019s important &#8212; actual social interaction.<\/p>\n<p>I\u2019ll admit, it\u2019s hard. I try to honestly engage with people on social media and it\u2019s hard to find the time &#8212; even when you know it\u2019s a valuable practice because \u2018engaging\u2019 and being \u2018social\u2019 is not a one way conversation. Most people are one directional and self promotional. They have no clue how to even direct a personal message or question to someone, let alone be strategic about it.<\/p>\n<p>So, lets all agree to quit complaining and either get off social media or decide to actively engage with others. It\u2019s actually easy to do if you can make the time.<\/p>\n<p><b>10 simple ways to make a connection on social media:<\/b><\/p>\n<ul>\n<li>Offer an honest, direct compliment without an agenda.<\/li>\n<li>Share a post and let the person know that you did it by tagging them.<\/li>\n<li>Take a quote from an article and post it along with a link to their article and tag the author.<\/li>\n<li>#FollowFriday is annoying but there\u2019s no reason why you can\u2019t recommend someone to your followers at any time.<\/li>\n<li>Start an honest conversation about a topic that interests them<\/li>\n<li>Comment about something in their bio<\/li>\n<li>Say something positive about them and tag them to a broad\/related topic<\/li>\n<li>Make an introduction or recommendation<\/li>\n<li>Offer help, advice or solve a problem for someone for free<\/li>\n<li>If they do follow you, personally thank them without using a social media autoresponder<\/li>\n<\/ul>\n<p><b>A simple but effective process to engage and amplify your content<\/b><\/p>\n<p>Below is one idea for a quick step-by-step process to effectively engage with people that might actually want to amplify your content. Why? Because you\u2019re offering more than a one way marketing message &#8212; which is rare.<\/p>\n<ol>\n<li>In the planning phase, we researched people who wrote similar articles to the one we\u2019re working on. Hopefully you found them on Twitter and have documented their contact information or followed them directly.<\/li>\n<li>Direct message them or email them to say that you saw that they shared or created a similar piece of content and ask if they&#8217;d be interested in checking out yours. That\u2019s it!<\/li>\n<li>From there see what happens. You might get ignored because, again, many people are not that interested in actually \u2018engaging\u2019 on social media. All they want to do is have a one-way conversation. But you WILL connect with people if you approach it in the right way and those connections will be GOLD as they will eventually follow you, link to you and amplify the content of someone they know.<\/li>\n<\/ol>\n<p><b>Influencer marketing\/Maven Marketing:<\/b><\/p>\n<p>Influencer marketing as you might have guessed is about connecting with influencers to help you \u2018spread the word\u2019 and \u2018take action\u2019 vs. going after your target market directly.<\/p>\n<p>But what exactly is an influencer in your mind? The right person could be completely different depending on who you\u2019re talking to. Many times influencers are considered \u2018rockstars\u2019 that are trusted and very hard to reach. But an influencer could be someone local in your community. But in the end, an influencer is someone that\u2019s trusted by many. If you can become trusted by an influencer, then they have the power to connect you or your brand to a larger audience of potential customers.<\/p>\n<p>These days it\u2019s becoming harder and harder to sell directly to people. People don\u2019t trust advertising anymore. They want to be confident about their purchase or commitment, and quite honestly they\u2019re empowered to do this with the internet. They can read detailed articles, they can read hundreds of reviews, they can essentially tap into a river of information before committing. This is where an influencer thrives because they\u2019ve become a trusted resource too. When you\u2019re trusted, people will listen to what you say when they\u2019re looking to purchase.<\/p>\n<p>Think of it like this. Do you trust someone that cold calls you and tries to sell you something out of the blue? Absolutely not. We\u2019re all immediately skeptical when this happens. But if someone you trusted said that this person was going to call you and you trusted their opinion, you\u2019d take the call, right?<\/p>\n<p>Now, the big question. How can you connect with influencers? To be honest, the topic is way too deep to discuss here so I\u2019m going to give you one general suggestion and one additional tactic to get you started and then leave you with some links to explore.<\/p>\n<p><b>How to connect with people:<\/b><\/p>\n<p>I saw a great but simple quote recently and that is \u201c<i>Network before you need it<\/i>\u201d. Networking online and off should be a constant for anyone that\u2019s interested in amplifying their content, brand or personality online. I don\u2019t want to sound like a stalker but you need to have systems, you need to have consistency and you need to be methodical.<\/p>\n<p><b>Connecting with influencers through their blog:<\/b><\/p>\n<p>It\u2019s been said that 86% of all influencers operate a blog. (Technorati) So this is where I\u2019d suggest that you start.<\/p>\n<ol>\n<li>Research prominent bloggers in your niche. How do you do this? Start with the links below:\n<ol>\n<li><a href=\"http:\/\/www.jeffbullas.com\/2013\/09\/16\/3-social-media-tools-to-identify-influential-bloggers\/\" target=\"_blank\" rel=\"noopener noreferrer\">3 social media tools to identify influential bloggers<\/a><\/li>\n<li><a href=\"http:\/\/blog.wishpond.com\/post\/65439932376\/influence-marketing-how-to-find-your-industry\" target=\"_blank\" rel=\"noopener noreferrer\">Influence marketing &#8211; How to find your industry leaders<\/a><\/li>\n<li><a href=\"http:\/\/thecrowdfundamentals.com\/how-to-find-influential-bloggers\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to find influential bloggers<\/a><\/li>\n<li><a href=\"http:\/\/www.quora.com\/Whats-the-best-way-to-find-influential-bloggers-in-Service-Management\" target=\"_blank\" rel=\"noopener noreferrer\">What&#8217;s the best way to find influential bloggers in service management<\/a><\/li>\n<li><a href=\"http:\/\/www.socialmediaexaminer.com\/industry-influencers\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to find influential people using social media<\/a><\/li>\n<\/ol>\n<\/li>\n<li>Reach out to them in a creative, yet systematic way.\n<ol>\n<li>There are many tools that you can use to approach this. (Link these)\n<ol>\n<li><a href=\"http:\/\/www.inkybee.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Inkybee<\/a><\/li>\n<li><a href=\"http:\/\/www.blogdash.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Blogdash<\/a><\/li>\n<li>GroupHigh<\/li>\n<li><a href=\"http:\/\/www.buzzstream.com\" target=\"_blank\" rel=\"noopener noreferrer\">BuzzStream<\/a><\/li>\n<\/ol>\n<\/li>\n<li>Here is a resource to get you started:\n<ol>\n<li><a href=\"http:\/\/www.copyblogger.com\/connect-with-influencers\/\" target=\"_blank\" rel=\"noopener noreferrer\">A 10-Point Plan for Connecting with Online Influencers<\/a><\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<\/li>\n<\/ol>\n<p><b>Closing:<\/b><\/p>\n<p>In closing I\u2019d like to leave you with a quote that pretty much sums up the subject of how to amplify your content:<\/p>\n<p>\u201c&#8230;amplification and promotion is a huge, ugly beast that can never be conquered in just one post.\u201d &#8211; Joel Klettke<\/p>\n<p>How to amplify your content is an emerging discussion and we\u2019ve only skimmed the surface of knowledge and ideas. But I\u2019ve provided you with a solid foundation and jumping off point. Good luck in your endeavors and lets all strive to amplify our content to 11!<\/p>\n","protected":false},"excerpt":{"rendered":"<p>If you\u2019ve been operating within the world of digital marketing recently, I can almost guarantee that you\u2019ve heard the phrase \u201cContent Marketing\u201d. Everyone is talking and trying to figure out how to \u2018create content\u2019 ad nauseam. What that means differs from person to person and from business to business. But the new answer and savior [&hellip;]<\/p>\n","protected":false},"author":4,"featured_media":8316,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"_acf_changed":false,"content-type":"","footnotes":""},"categories":[277],"tags":[186,187],"type-category":[288],"class_list":["post-8216","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-content","tag-amplify-your-content","tag-content-marketing","type-category-articles"],"acf":[],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.3 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>How to Amplify Your Content - The Academy<\/title>\n<meta name=\"description\" content=\"How to amplify your content is an emerging discussion and I\u2019ve provided you with a solid foundation. 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