The Infancy of Google Search

How then, did bloggers draw readers to their blogs? Mostly through organic reach from search engines — Google search, mostly. Google would scan all the content on the web, and using algorithms, rank content when readers searched for given terms, based on their search intent, presenting the “quality content” up higher on the search engine results pages.

Things have evolved quite a bit since those early days of Google search and today encompass “paid search” as well, meaning you can pay to amplify your content on Google.

Social Media Channels Grow in Number

Content amplification success really took off when the use of social media marketing began to proliferate. Now, anyone could — for free — promote their content on Facebook, Twitter, or YouTube simply by talking about it and pointing the Audit Directors Auditors Email Lists reader back to their blog or website to learn more.

And let’s not forget LinkedIn, Instagram, and Pinterest. LinkedIn has been a boon to business-to-business (B2B) marketers who can self-publish articles for free, promote their company and people to potential employees, and share their content with their followers.

Content amplification in the fields of beauty, fashion, food, and travel — to name a few — further proliferated with the advent of Instagram and Pinterest. Think of all the recipes you can find on Pinterest. Or the nature photographers you follow on Instagram. Most all link back to someone who is trying to amplify related content.

Like LinkedIn, Twitter has become more of a content amplification tool for businesses than business-to-consumer (B2C) marketers. In some ways, Twitter is like a modern-day outlet for press releases to amplify your content — only you’re more in control. Tweet out a message about your new product or service or latest blog post and link it back to your website.

And who could forget YouTube

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YouTube represented the birth of video marketing, AKA content amplification via video. What started as goofy folks making funny videos evolved into a bonafide site where millions and millions of videos are hosted on every topic under the sun.

Since then, social media channels, similar to blog posts, have evolved. We now live in the era of podcasting and voice-based social (e.g., Clubhouse, Discord), which both represent even more content amplification opportunities.

Furthermore, we also now have “paid social” — paid ads on social media, such as Facebook ads, LinkedIn ads, and more. Most any social media platform you can think of takes paid ads, and if it doesn’t yet, it probably will soon.

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