How Amplified Marketing Can Maximize Creativity and Drive Results Amplified marketing is one of the most effective strategies for meeting all your goals regardless of budget and resource constraints. Here's how it works.
By Lindsay Tjepkema Edited by Chelsea Brown
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With today's challenging economy crushing marketing budgets, marketers are under unbelievable pressure to produce results with fewer resources and smaller teams. Good business requires good marketing, yet nearly half of CMOs said their companies plan to spend less on marketing in 2023 despite over 70% of B2B marketers believing content marketing has become more critical to their organization in the past year. Marketers are left wondering how they can do their jobs with less.
A content marketer's job isn't for the faint of heart. They devote countless hours to strategy, planning, brainstorming and execution across multiple platforms. Over 90% of content marketers create a mix of online content, yet most think their content is "just good enough" to get published.
Thus, content marketing has become a bit of a scary place. Behind the scenes of content creation, marketers often deal with unmanageable workloads and disorganized teams. Strategies aren't always clear, and there's tons of pressure to generate desired results. This heavy burden stifles imagination and weakens connections between brands and their audience. However, there's a solution: amplified marketing.
Amplified marketing offers one of the most effective strategies for meeting all your goals regardless of budget and resource constraints. It places audiences before analytics by using audio and video content to enhance the reach and impact of a brand's message. Take podcasting, for example. You can generate a bunch of different content across various mediums by repurposing the resulting audio and video material. Using multiple channels strategically increases your chances of connecting with potential customers and building stronger relationships with your existing audience. Well-done amplified marketing requires three steps: identify, create and amplify.
Related: Amplified Marketing Will Bring Connection, Creativity and Results Together Again
1. Identify and understand your audience
More than 65% of customers expect companies to understand their unique needs and wants. To do so, define your target audience, identify their expectations, and learn what they care about. Go deeper than before to specify who your audience is and their differentiators from similar personas. Start by:
Conducting segment market research
Gathering insights from customer surveys
Creating buyer personas that represent your target audience
Accessing analytics for every source available to understand demographics, firmographics, psychographics and behaviors
Understanding your audience is critical in a world that pressures marketers to publish more and move faster. Once you've taken a moment to revisit how well you know and resonate with your audience, you can think about what they want to learn and your unique position for delivery.
2. Create rich and valuable content
After you've done your research, the fun really begins. To create compelling content, start by recording video interviews with experts who can provide valuable insights to your audience, including leaders, customers, product engineers, marketing teams, influencers and partners — anyone who could provide original, fresh insights to your audience. Use this footage to create relevant content, becoming a conduit for much-desired information. This approach is a refreshing and efficient alternative for marketers who are used to thinking like subject matter experts on their own.
Related: 4 Content Marketing Strategies to Boost Your Business
3. Amplify your content
Review your content to identify and maximize what you've created. A single video already contains a plethora of resources — such as audio clips, key takeaways and pull quotes from interviews — to deploy across other mediums. Each resource is an opportunity to be creative without starting from scratch.
For example, a single recording shouldn't just become part of a library of episodes. With amplified marketing, you can:
Add short sound bites to your social media platforms
Use clips as visuals for marketing materials
Embed video clips into blog posts to add depth and interest to written content
Integrate clips on your website as testimonials
Create new articles that add to your message or offer new perspectives
Create playlists of multiple clips or episodes around a single topic
Pulling together new and existing content will increase engagement and curate new experiences for your audiences. You can leverage tools like ChatGPT to refresh and improve existing resources. One recent survey from Smart Insights found that more than 75% of marketers want to use ChatGPT to improve their performance, and nearly half already do.
There's no question about AI-powered technology's popularity, but remember that it can never truly replace human connections. After all, the most human brands win. That's why amplified marketing works; it's a people-centric approach that doesn't let the algorithm beasts and bots completely control content creation. Creativity, connection and authenticity will set your brand apart, and generative AI is a great tool to serve human marketers as they make that happen.
Amplified marketing practices constantly evolve to provide a more tailored experience to consumers. Brands leverage personalization to tailor their content to specific audiences.
Video marketing especially grabs people's attention by using audio and video to convey compelling stories, establishing emotional connections with audiences and creating clear narrative structures. Eighty-seven percent of marketers reported feeling that video directly impacts sales, and 96% agree that videos increase product or service understanding. By tracking what's possible with amplified marketing, today's creators can generate unique, relevant, engaging content more seamlessly without exhausting teams, funds or resources.
Related: How to Make Your Content 300% More Effective While Also Saving Time and Money
Amplified marketing maximizes efficiency, assets and audience reach, empowering content marketers to tap into their creativity while protecting their budget. It's time we stop settling for just "good" content and focus on producing truly impactful material.
Creativity, authenticity and dedication build solid connections with your audience, but many marketers need more resources and time to foster them. Amplified marketing has helped many organizations establish themselves as thought leaders, build a loyal following, differentiate themselves from the competition and actualize incredible business growth. This strategy removes the stress of reinventing the wheel so you can focus on developing dependable, meaningful relationships with your audience — human to human.
