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Lesson Two

Content Amplification

Are you ready for this lesson? We sure hope so as we cover a lot of ground in this 30-minute highly practical lesson talking about Content Amplification.
You’ll learn what this is and why you need to be doing it if you want to grow your website visibility online.
We share some of our favourites techniques, processes, tools and even share scripts we use to promote our content.

Watch the next lesson: Lesson Three: Resource & Links Pages

Worksheets & downloads available here

Video Transcription

Hello and welcome to lesson two of Module 4.

In this lesson I’m going to show you how content amplification is one of the best ways to promote your business online. I’m going to explain what it is, why it works so well, and show you several ways how I go about using this technique, and how you can too.

If you’re wondering what content amplification is, it’s quite simple really. It’s the promotion of the authority content that we researched, created, and published throughout Module 3. Content amplification is the only sure fire way that we can avoid the publish and prey pitfall that I previously mentioned. It’s also the very best way that you can showcase your expertise and your knowledge to your potential customers

As well known, to perform well in Google, your website must deserve to rank. You can only accomplish that with great content, first and foremost. But great content will only take you halfway to where you need to be. In order to reach those very top spots in Google, we need to amplify and promote that content. As previously mentioned, we need to promote it to the influencers, and indirectly to your target customers. We accomplish this by taking your great content and putting it in front of bloggers, website owners and online resources that have already expressed an interest in your content’s topic, and those who can directly or indirectly promote your great content, and therefore your business to their audience.

We then take content amplification a step further and branch out from our core content’s topic, and we look for showed industries and related websites that may also be interested in our fantastic content to ensure that we spread the message as wide as possible, and to as large an audience as is appropriate to gain brand awareness, and exposure for your business.

Confused? You needn’t be. As it really is quite simple in practise, but it can seem quite a complex process when being explained. Trust me, I’ve been doing content amplification for years, for all manner of businesses across just about every industry you can think of, and I’m going to walk you through the entire process, step by step, throughout this lesson.

There are three specific types of content that are perfectly suited to content amplification. They are content roundups or collections, best-of type guides or posts, or topic specific links and resource pages. I’m going to explain each of these in a little more detail right now.

First are content roundups or collections. These are blog posts or pages that summarise a collection of similar content pieces often on a specific topic. They are very popular and pretty much every industry out there will have people doing roundups of some kind. The reason they are so good for content amplification is that if we can find pages that have already published a roundup of content pieces on the same topic as your authority content, then they’re already warmed up to the idea. So when you reach out and introduce your content for inclusion, often the website owner is only too happy to add it to their existing content, as it makes their content a better, more up to date and informative resource.

And by the way, those are all the sorts of things you should be highlighting in your email to convince them. Your email should imply that you’re helping them by suggesting this content, not them necessarily helping you. Remember also that this type of content is called many things, not just roundups. It’s just a collection of similar content pieces that someone has taken the time to collate together.

Moving on, best-of content. This could be a blog post, a website page or other resource online. They come in all shapes and sizes. Anyone who has created a best-of guide will be primed and ready for you to email and highlight your authority content, and I’m gonna show you exactly how to find these types of content later in this lesson.

Lastly are the topic specific link and resource pages. You’ve probably encountered these yourself, as just about every industry has them. Pages on the internet that list a bunch of useful, often trusted resources found online. Finding and then getting included on an existing list of topic specific resources where a blogger or a website owner has put their name out there and said hey, these are the best resources online for topic X. That is an unbelievably powerful way to amplify your content and build your credibility and trust within Google, and I’m going to show you exactly how to go about doing that very shortly.

All making sense so far? Excellent. Now remember, the primary purpose of content amplification is to get other authority websites to be linking back to you, mentioning your business, and your brand, and highlighting your content to their audience. A quick word of warning though, if you do get any replies to your outreach where people are requesting to publish your content on their own website, say no. It’s really important that you only allow your content to be published on your own website. If someone else wants to reference it, let them link to it, or take a small extract and then include a link back to the original source, which should always be only on your own website.

Right, so you’re probably wondering how do we find these influencers and their existing content on your topic. Well, I’m gonna hop onto my computer right now and work through this entire process.

Okay, let’s find some influencers. So I’m going to go through the three specific content types, which I mentioned just earlier in this lesson. The content roundups, the best-of content and the topic specific links and resource pages. Now regardless of the industry you work in and the content you’ve created, so long as that content is authority content, everything that we’ve covered in Module 3, as long as its great content that you’re proud of and that you want to showcase and tell people about, then this process that I’m gonna show you now is going to work an absolute treat. Because there is so much content that is published online, there are so many people that do roundups, produce best-of guides, create links and resources pages. They’re welcoming of additional resources so long as though resources, and those articles, and those posts, and those pages, so long as they’re good quality, they’re informative, and they’re useful, we’re onto a winner.

As I say, this works regardless of your industry. So, if you’re an acupuncturist and you’ve just written a helpful guide of fertility acupuncture. If you’re a personal trainer and you just published a helpful guide on getting fit, maybe in a unique way. If you’re an accountant and you’ve just written a great guide to the latest tax or VAT changes. If you sell kids clothes online and you’ve just written about the latest fashion tips, or what’s gonna be hot in this summer or this season. If you run a cookery website and you’ve just written a brand new recipe. If maybe you’re a tradesman and you’ve just written a handy how-to guide, or something along those lines, whatever it is, so long as it’s that authority content and it’s something that you know, it’s fantastic and far surpasses everything that is already out there, and this is all stuff that we’ve previously covered in Module 3. So long as you’re confident in that, then someone out there will have created a post, or a page, or a roundup, or a best-of guide, and like I say, they’ll be only too happy to include it.

So how do we find those influencers? How do we find those bloggers and those websites? Well I’m going quickly go through now a whole bunch of advanced keyword search strings that are gonna be downloadable below this lesson, so you can just work your way through them, because it will vary depending on your industry, depending on your content. So I’m just gonna show you how for now, and then you better download the spreadsheet below this lesson, and just work through them and apply them specifically for your authority content you’ve created.

So, firstly thing let’s look at content roundups. Strings like this are fantastic. So you would put in, this is your keyword plus link roundup. Now Google is very intelligent these days, and someone doesn’t have to have published a post called specifically a link roundup. But if you put in something along the lines of link roundup, Google understands what it is you are looking for. So you would couple this with your keywords.

So if you were an acupuncturist and you’ve just written something on say fertility acupuncture, you would put in fertility acupuncture plus link roundup, and you would search that, and you would see what comes up. There are so many ways to go about this, terms like this. Keyword plus weekly link roundup. Keyword plus monthly link roundup. You could take the word link out as well. And what I do, and I recommend you do is you can use these, the terms that are gonna be downloadable below this and as your base, but then have fun with it.

What I do, when I do this day in and day out when I am looking for ways to amplify my agency clients, their authority content. And so I will just play with this and I will take out the word link, and then I will do all different ways. The one I’m gonna share with you are just the way you start. From there you just build it out and do it yourself. You’ve then can go, as well as your keyword, and what you will find dependent on the content you have created, you may not find content or lots of any roundups or anything suitable on that keyword. So if you don’t, broaden it out a little bit and look at the broader niche or the broader industry.

So what I do is I look at the broader … So if I didn’t have something, using that same acupuncturist. If I didn’t have something on, I couldn’t find any kind of roundups or anything suitable where I could add my link. And remember the content that ranks, when you start looking through webpages that are ranking, you’re not necessarily, it doesn’t have to be called a link roundup. But any guide or information that maybe has a little resource section, or a section where it’s linking out to other resources, additional reading is another thing that people call it. Anything along those lines, make a note of it, we’re gonna get the website’s content details, and you can instantly be while introducing your piece.

Anywhere where you look at something and you think, do you know what? As long as it’s obviously as long as it’s not a competitor, we avoid competitor websites, we don’t want to annoy anyone. If you can look at a piece of content think, do you know what? Their piece of content would be all the better for including my resources, or my guide, or my how-to, whatever the case may be, fantastic, it’s one to include. So if you can’t find something on, and you’re coming up blank, because it does happen. It happens to me all the time where I’m putting in a keyword and think, you know what? I just think maybe our content is great, but it’s maybe a little too niche, a little too specific. No one in the industry is doing any kind of roundups or there’s nothing that suitable for that, broaden it out.

So if I had something on fertility acupuncture, I could just go, you know what? I’m just going to look for acupuncture. You just put in the words, you take it to the actual niche, rather than the specific topic, and nine times out of 10 you’re going to absolutely find something suitable.

Other terms that I like to use, and their all going to be in the sheet, is Friday link roundup, or Friday roundup, or Friday, anything along those. Because a lot of people do an end of the week type roundup to what they’ve seen this week, or what’s popular, or what they’ve liked, what they’ve read, stuff like that. Again, it goes back to the keyword. You can then go back to your broad niche, blot roundup. So you can have, and then you can do it by year as well. This is another thing that Google is, Google’s actually prompting me to say by 2016 or 2017, whatever the case may be. So this is another thing that you can do.

You can also go, you can also look for keyword plus link roundup. And you’ll notice some of these strings have got the double quotes, some haven’t. Just by changing that up and trying, you’ll get different results, whether you use the quotes or not. Because by using the quotes, you’re forcing Google to include, or to prioritise, the results that have mentioned specifically a link roundup.

So just by doing one search with and one search without, you’ll be surprised how different the articles will be, or the results will be. Another one, keyword, best articles of the week. So I’m just going to do this, because I want to show you a couple of the options within. So if we just said acupuncture plus best articles of the week, let me just take out those. If you only get a handful of results like that, take out the quotes, because it means you’re being too specific. See, I’ve gone from having 3 results to 56 1/2 million, it’s crazy.

You would look through these, and like I say, you would just stop for nothings. Now, I want to show you in the settings, because if you change these search settings here. Oh sorry, bear with me. The tool, sorry, not the settings, the tools. You can change it to any time, so you can put it in the past week, the past month, the past year. Just changing something to, depending on how much content is within your … If you’ve got an industry that is fast paced, there’s a lot of content, a months going to be great. More often, I like to change it to the last year, because just by doing that you’re going to get stuff that’s really, really current.

See how instantly you’ve got much more relevant, fantastic results. What I would scan, I would look through all of these, and I would be looking for content where I could think my piece of content would add real value to that. I’m going to reach out, I’m going to make contact with that website owner, or that blogger, whatever the case may be.

And once you get to the point where you have made a shortlist, because you’re not after hundreds of websites here. You may be after, gather a list of 10 or 20 websites that you can just contact and introduce to your content. Once you’ve got that list, and like I said, all the qr-strings are going to be in that download, and you can just work through it with your keyword, or try a different keywords related to your piece of authority content. If that doesn’t generate many good results, then broaden it out to a niche.

Once you’ve don’t that, you’re going to send them a script like this. Now this script, I’m also going to have downloadable, in the worksheet below this lesson, and this is one of the scripts that I use every single day. And this is the sort of way how I contact websites and introduce that content. So it’s highly, highly personalised, and that’s the key. So I’ve gone here, the subject line is question about, and it would be the site name.

So I would take a note of the site name down, and then if you can, personalise the email. And then it would just be something, you don’t have to use this script, but it’s going to be something along these lines. I was searching for some info on whatever the topic may be, it’s going to relate to what you found as well as what you’re contents about. Today, when I came across your whatever it is, maybe it’s the guide, it’s the roundup, whatever the case may be, it’s great stuff.

I very recently published a post on whatever your topic is, then name of your topic, whatever the title of it is, that I think you’d find really valuable and maybe your audience would too. Let me know if you want to check it out. And then when they get back to you, saying sure send it over or something along those lines, then you would just send them a nice short email that’s here you go. With the name, again personalise it, include the URL, I’d love to know what you think. Cheers.

It’s very, very relaxed. You’re not asking for something in that initial email, you’re not saying to them here’s my link, link to me. You’re not link begging, you’re not being pushy, it’s just a softly, softly introduction to that person to say hi, this is me and I’ve just really something great. I wonder if you mind checking it out.

Something nice and a gentle approach like this will work 10 times better than if you just send someone a link and say link to me now, please, and just come across all needy and desperate. It just doesn’t work. If you were receiving an email and you were on the other side of the fence, you would probably think no, delete. I know I do all the time.

So something like that is a proven script, that’s one of the scripts that’s been tinkered with and that’s one of my go-to scripts right now. I use it all the time for my agency clients and it works, and absolutely true. Obviously I tailor it slightly, but that is going to be downloadable for you. So you’re going to have that.

Then as we move on, we’re looking at best-of content. Because all we’ve covered so far is link roundups and that kind of thing, blog roundups, and best-of articles, stuff like that. So now I want to actually look at these best-of in more detail. So again, there’s not right and wrong with this, but it’s stuff like this. Best keyword blog place, so again your keyword there would be replaced with whatever your authority content is about.

You would then work through my list. Like I say, you’re going to have this list in this spreadsheet. Best keyword resources plus the year, so you would just put in 2016, 2017, you could even go back and it does work, I’ve done it for way. Just put back 2014, 2015, because instantly that gives you a really nice angle in your email page. Now sometimes I will do a whole section of this in it’s own right, where my opening line will be found your resource on topic X, it’s fantastic, however I noticed it’s two, three, four years out of date.

I’ve just published a great up-to-date resource on whatever it is, thought you might want to include it, give your article a fresh knock, modernise it, bring it up to date. You get the idea. You just adding huge value to that website, and they would be crazy not to get back to you and say, yeah amazing. I’d love to include it.

And when I go down that route, when I get that initial conversation going, sometimes if I really want to impress them and I really want to get my client, or get the business I’m working for to be included, I’ll go back to that person and I will say to them, do you know what? I’d love to even, not rewrite the whole article, but actually I will give it a freshen up. I will change it, I will create something unique from within their article. Then if they give you the okay to rewrite it, or edit it, or revise, to modernise it, that’s effectively a free reign for you to tailor it and include your link and your bar mention in the top third of the article. It’s a massive win, win.

And often, store owners will only be too grateful for that because you’re just helping them with their old content, you’re giving them huge, huge value. So this is what I mean, you’ve got best keyword articles, you’ve got best keyword guide. You know I love the word guide, guides are great. So if you just have best acupuncture guide, best fitness guide, best kids fashion guide, anything like that, fantastic. It’s going work and absolute treat, you’re going to … Like I said, this just works across any industry at all.

Best resources for whatever your piece of content is around. We’ve then got best keyword resources, even the same keywords, but in a different string, will bring you different results. Then there’s a few advance search parameters, things like this, entitle. Now entitle just means it has to be whatever you put in after that colon there, has to be in the title of anything that Google’s going to present you back.

So you could put acupuncture plus fertility acupuncture, or whatever the case may be, whatever your content is about. It’s another way of forcing you to be able to find as highly relevant content as you possibly can. And once you’ve done that, once you’ve gone through these best-of terms and you’ve found, like I said, it doesn’t always have to be related to the keyword. If you’re not finding anything, then take a step back and look at it, and go, okay I’m going to go through my niche, my industry, the overarching topic for where my content is. You might not always find stuff specifically on your keyword, but if you don’t it’s not problem. I would say probably a third of the time that I’m doing this process, is it doesn’t work for the keyword, so I have to broaden it out and find something.

Once you’ve got that list, then you can send him a script like this. And again, this is going to be in the worksheet, I’m giving you absolutely everything so that you can have the strings, you can do a little bit of research, then you’ve got this script ready to go. And this along a similar vein, because he was slight difference of I’ve got a question about their site name. And even things like the subject line, personalization is absolutely key. If you can personalise it as much as possible, instantly your reply rate and that level of trust from the person you’re contacting, is just increased dramatically.

So hi name, I just came across your list of, and it would be best-of X, Y, or Z, whatever the case may be. It’s great stuff, it’s funny, I recently published a post called your content title, you can see it here. Now this one, you can see I’ve gone for a slightly different angle, I’ve actually included the link. And certain industries are more receptive to receiving email pitches, and receiving links in the first email. So it’s really a bit of trial and error, because some industries it works great for and people are yeah, they’ll welcome it with open arms. Other arms are a little bit more sceptical, a little more standoffish.

So if you do a round of this and you contact a dozen or 20 websites, and you don’t get anything, you learn from it, you think no problem. As you write your next piece of authority content you move on, you think you know what? I’m going to go for more softly, softly approach and not include my link. The only way to know is a bit of trial and error, but as long as you’re personalising it and you can say I’ve got site name, I’ve site name, topic, this is highly personalised short and sweet email.

I’m not rabbiting on, I’m not taking up much of their time, I’m just saying you can see it here if you want, it might make a nice addition to your list. Either way, keep up the awesome work on their site name. It’s short, it’s sweet, and it’s an introduction to your content. And it really, a lot of this, this content amplification, comes back to how good your content is. Because if your content’s fantastic, it’s going to stand up and merit that person taking a look at it and thinking wow. I get email pitches every single week from people in the digital marketing space who know and have seen my digital marketing roundups, which I do on my own agency website.

They see them and I get pitches multiple times a week, where people see that and they send me scripts not do dissimilar to this, and it’s because they want to be included on my digital marketing roundup. Because they know it’s an authoritative piece of content, it’s got a good audience, they want to be included on it and I get pitches just like this. And the first thing I do is I skim read their email, I click their link, and I look at their content. Is that content fantastic? If it impresses me in those first few seconds, then I’m more receptive and I think yeah, do you know actually? I will reply to that person and I will start that conversation.

If I just click and it just looks awful and it doesn’t read well, and it’s just not great, it’s a no brainer. Delete and move on, I never, and if they contact me again I don’t even open their email. So it’s common sense but making that content, as we covered on Module 3, making that fantastic, absolutely essential. So that’s your best-of and your roundups.

Now there’s one more that I want to cover quickly, and that is around these all important topic specific links and resource pages. Now we’re going to cover links and resource pages in more detail in another lesson of Module 4, but for now I want to just quickly go through. And it’s much the similar vein, you see it’s not too dissimilar, but we using inurl:links plus your keyword. So inurl:links means the link, the actual URL must have the word links within it.

So you then can see stuff like this. Keyword plus resource, you could have other resources. You could have resources. You can have keyword plus entitle resources. That means the title of that page must be called resources or something very, very similar. So if you’re putting in, again saying the acupuncture example, if you put in acupuncture entitle resources, that means Google’s going to prioritise pages that are called or have the word resources in that page title, because if someones created a page of acupuncture resources and we’ve got a great acupuncture resource, it’s a no brainer. We want to be contacting that person and introducing them to our fantastic content.

And again, you would try this with and without the double quotes to see the varying results that you get. You could also take resources a step further, helpful resources. Lots of websites have a helpful resources section so that you may even have a resource or a link section on your own website. So many sites have links and resource section, and they’re an absolute gold mine for ranking, and for gaining credibility and trust to your authority content.

So you can see we’ve got useful resource, we’ve got helpful resources, useful resource, helpful links, useful links, the list just goes on and on. And like I said, you would use your keyword, if you’re not finding something with your keyword, you broaden out to your niche. You may try different keywords, the list just goes on. It’s so much fun, you can just go and you can really start to find some fantastic results that are going to work for your content.

Another one here that I just want to quickly go over, which is Now .gov websites are government websites and you’d be amazed the amount of government websites and pages that exist on all manor of subjects, and topics, and industries that you would never think of. So it’s worth a quick search for that and then you would take out the quotes, you would have it with the quotes, resources, links, helpful resources, useful resources, all that sort of stuff. Because if you can find a government website or webpage, that is absolutely amazing if you can get a link on that.

They are very difficult to come across, in my entire career I’ve only built maybe a couple of dozen of them, so they are very, very hard to acquire. But if you do, it’s high five time, that is absolutely fantastic. So you work your way through that list, as I say, I’m going to include a whole list of similar terms to those that I’ve covered. You can go and just start working through them and see what you find, and once you’ve got those, this is the source script.

This is the third script that is going to be downloadable below this lesson. So it’s again, along a similar vein, subject is your topic resource page, so that would be your whatever it is resource page. Your name, I was looking for some information on topic this morning when I came across your excellent resource page, what a fantastic list of topic resources. I actually just published something similar on, again, you can include your URL or choose not to.

It might make a good fit for your page, either way keep up the great work, the awesome work. Cheers. Something like that, it’s really nice friendly email, introducing your content and it shows that you’ve done the groundwork, it shows that you’re not just emailing everyone. That actually you’ve taken the time, you’ve engaged with their page, and you’ve seen and realised that their page is an ideal fit for your fantastic authority content.

So as I say, everything that I covered is going to be downloaded on the worksheet so you can go, you can have some real fun with it, and I’m absolutely positive that you’ll find, with a little bit of time, maybe half an hour or so, you will find some fantastic places where you can then list those websites, get their contact details, and make that all important first connection with those website owners.

And there was one additional thing that I wanted to quickly share, and that was a live client example of great authority content, mixed with fantastic content amplification. Now, you’ll recognise this client and potentially this, you should recognise this guide. Because this is something I previously used as an example, because it was very current when we were working on Module 3 about a month ago when I was recording those lessons.

I showed you this example, this lift past guide to 2017 for skiers pro and amateur skiers, anyone who’s going skiing to Tignes or Val d’Isère and they wanted information on lift passes. In my agency capacity we did the research, collaborated with the client, and we put together a fantastic lift pass guide. At the time of recording Module 3 and using this as a great example of authority content, because this is a really in depth detail piece, loads of highly actionable information.

At the time of recording this it had just gone live, so we’re now at the very start, this is the first of February as I’m recording this lesson. And we’re a month in, we’ve published his content, we’ve done some amplification using the exact techniques that I’ve just covered, and look at the difference it had to their rankings. Now prior to this piece going live, this client did not rank at all for any lift pass terms or keywords. We published this guide, we did the amplification, we acquired a few links using the techniques I’ve just shown you, and look at the difference this has made to their rankings.

This green plus means the number of places in Google that they have improved upon. So they’ve improved in some cases, in less than a month, 82, 84 places, 83 places. That is absolutely huge, and it is doing exactly what we’ve covered and what we are covering in Module 3 and Module 4. So I just wanted to quickly give that as a live example, that’s the proof of the pudding, I live and breath this stuff. I do it every single day of my life for my agency clients, and I’m sharing with you literally exact processes and the steps I’m taking.

So it’s just a great example, you can see they’re already, even after a month, they’re on the cusp of ranking on the Google’s first page for a whole bunch of terms. And once they are on that first page, these terms and many more besides are going to generate a huge amount of traffic. And it all comes down, you can see that’s the URL, because that’s the post. That is all traffic, and that is all rankings for this one piece of authority content, having done a little bit of content amplification, and we’ll be continuing to be amplifying this piece of content for this agency client.

So it’s just a quick example of the power in doing exactly what we’re learning in Module 4. All clear? Great. So as mentioned, just below this lesson you can download those example search strings and in this same file you will have the email scripts we used as well. Feel free to tailor them and make them perfect for your content amplification pitches.

You now have absolutely everything that you need, so you can start your amplification of your authority content. If you do have any questions at all, you can email support. Otherwise best of luck and I’ll see you in Lesson 3, where we’re going to start looking at links and resource pages and how they can be leveraged for your business promotion. I’ll see you there.

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