Content amplification. It’s a fancy way of saying let your buyer decide.

It means put the same content in multiple places so your buyers can choose where and how they want to engage.

The great majority of top of the funnel (TOFU) content used to be consumed through email outreach and website placement. Not anymore.

Now there are more than 10 potential TOFU channels – email, website, podcasts, LinkedIn, Facebook, Instagram, Twitter, YouTube, TikTok, Pinterest, Threads, and more.

It can feel overwhelming. Here are 3 rules to make it easier.

Personalizing Content: Start with content targeted at a personalization category with 500+ contacts.  Choose a specific value theme that is aligned to the target persona and/or market segment.  

For example, if your content focuses on ideal lead generation, you might have blogs, stories, or infographics that target the CMO, another version for the demand gen team, and a version for the creative and content team.

A powerful way to personalize and drive engagement is to focus on customer stories for specific verticals (e.g., retail vs. financial services vs. manufacturing). Version your blogs and infographics to vertical-specific value themes and phrases out of those stories.

Web + Email + 2 Channels: Picking 500+ contacts for each personalization segment justifies your investments in content personalization. It also supports meaningful tests.

Your content will of course live on your website and be sent to your “owned audience” by email. Then pick a set of 2 more channel combinations for a TOFU campaign. Some potential examples:

• Long-form blogs to LinkedIn and Instagram
• Infographics to LinkedIn or Instagram, with an infographic teaser to Twitter
• A customer story teaser to LinkedIn and customer story video snippet to TikTok or YouTube
• A podcast teaser to LinkedIn or Instagram and Podcast snippet to TikTok or YouTube

There is no right answer. The point is to turn every content asset into 3 derivative assets at different levels of content depth and put them in the right TOFU channel.

Measure SQL Attribution: Finally, you need to measure buyer actions. The best measure is not engagement with the individual channel but engagement with your website content assets in each TOFU campaign:

• How many individual hits on your website? 
• How did that convert to downloads and form fills?
• How did downloads and form fills convert to sales calls?
• How did sales calls convert to opportunities?

Test each of your website + email + 2-channel campaign combinations for funnel conversion to understand how your buyers engaged. Individual channel conversion rates are typically too noisy.

Your content investments are expensive.  An effective amplification strategy can make those investments more likely to drive high-quality sales leads.