Paid Amplification is Here to Stay

Paid content amplification has become a buzzword in the last 12 to 18 months.

Unfortunately, as with any buzzworthy idea, that can have the adverse effect of muddying the concept. And, it can be all too easy to overlook the basics of execution.

Amplification can assume several definitions, mainly centered on promoting content on third-party channels. The idea of taking content and targeting it to diverse audiences is here to stay, especially if any of the countless surveys that show consumers love branded content are remotely accurate.

But, what’s easily overlooked in this discussion is the importance of the story. Amplification is nothing, if not for the idea of storytelling.

Without a story, there is nothing to amplify. While amplification is a very powerful way to extending the life and reach of content, it’s important not to put the proverbial cart before the horse.

With amplification, the old elements are as important as ever. A strong lede, a compelling photo and a snappy headline are as important as ever — good news for writers of New York Post style headlines.

So, before you jump into your next amplification discussion, take a step back and ask yourself, “What is the story?”