Paid amplification

Let’s debunk a major myth right now – if you build it, they WON’T come. But that’s why you’re here, right? You’ve got some content happening already. Yet, there’s this vital thing missing – a huge audience to digest your videos, tweets and posts, with only a handful of people noticing your blog and LinkedIn articles. Ouch.

So how to you get your audience to notice your digital content, en masse? Get that loudhailer – it’s time to amplify!

Amplification means boosting your content's discoverability, no matter what the content format. There are loads of ways to help people discover your content, and whilst you can do a lot using owned amplification and earned amplification, if you want big, targeted reach, and fast, nothing beats paid.

Paid amplification is the equivalent of traditional media buying, like buying a TV ad or radio slot, but now we’re buying stuff like promoted tweets, sponsored Facebook posts, video seeding and powered Google ad word searches. What these channels have over TV is their CPM (generally much cheaper than good old telly) and their targeting tools. We’ve all heard just how much Facebook knows about us, for example. And now we can use that to get a piece of content in front of exactly the people who are most likely to act on it. Boom. It’s a no brainer. And, after all, there’s no point spending the cash and investing the time in creating great content if you aren’t willing to help people discover it.

We tend to combine paid amplification with our real-time brand newsroom approach, using paid media to boost content that is already showing signs of taking off organically, or strategically important or timely pieces that a big audience in a short timeframe. And because we’re creating, posting and monitoring the content, it’s easy for us to push the ‘boost’ button and get some paid budget behind it.

There are a whole load of paid media options that the Edge team have at their disposal:

  • Paid blogger networks/influencers
  • Content seeding
  • Paid social (Facebook, Twitter, Instagram, Tumblr)
  • Search engine marketing
  • Content discovery platforms (Outbrain, Taboola)
  • Native advertising
  • Digital display

Desperate to know how this stuff works to make sure your content gets noticed by all the right people? Just give us a call. We’d love to fill you in.