Once we have a piece of content that has proven itself to be popular we can really take advantage of this method.
Having a hit on our hands is extremely powerful - we’ve got something that we know the platform has rewarded.
Based on this we can make a logical leap that the platform will continue to reward this sort of content - this particular mix of topic and format.
Knowing this we double down. Let’s look at how we do that step by step.
Let’s get started:
Amplification of Winners
First up we’re going to do the content again.
If it was a video - we reshoot a new version.
If it was a carousel - we make another.
If it was a Twitter thread - we write it over.
This time though we will make sure that there is a Call to Action (CTA) embedded into the content.
This could be a number of things:
Choose something that makes sense for the content piece. And test different call to actions.
Ideally, use the analytics attached to the piece to know where to put the CTA.
For example in the video I showed in the last Part where I called out some great AI influencers that I thought were worth a follow the average person watched until 16 seconds.
Based on that I would:
Other than that the content would be close to identical. It would just have a call to action strategically placed in it so that if/when this content piece also does well I’ll drive traffic to the CTA.
And don’t stop here. If you find something that works keeping making variations of it. Or even making the same piece of content again and again. As long as it’s not literally the same video or photo the platform won’t flag it as duplicate content.
The next level of acceleration is to put a budget behind your content.
It’s already content that you know works. Putting money behind it will really give it gas.
Most social media platforms have a promote/boost button that you can access directly from the post. This is the most basic form of promotion and doesn’t require setting up actual advertising campaigns - making it an ideal place to experiment.
Try adding small boosts to popular content to see how much further the content goes and (if using a CTA) how it improves results.
A next level up is to prepare full advertising campaigns using the content.
You know the hook and basic body of your content works. It grabs and holds attention.
Now you convert the piece into an advert. This could be as simple as adding a CTA (as we did above) and then running it daily as an advert.
What I’d recommend though is preparing a whole range of variations. All with slightly different twists - different hooks, different lengths, different imagery, different music etc. - and running them against one another as adverts to see which performs best.
You should always be rotating in new creative and finding what works best - thankfully you already know (from your organic success) what works on the platform.
This method allows you to advertise for much cheaper than normal advertising. Having the basics of your creative worked out already by knowing it works well organically will save you huge amount of time and money in testing.
We can go even further here and use this method to actually decide our sales strategy.
Basically, as soon as you have successful piece of content that has captured attention think about whether you can directly convert that attention into sales.
If you have a piece of content (connected to your niche and business) that goes viral you’ve struck a nerve. Don’t ignore that.
From that piece of content see if you can build out an entire sales funnel:
For example let’s say you run a marketing consultancy and you do a piece of content on the “3 marketing mistakes I see legal firms make every time”. That piece kicks off - lots of people are watching, liking, sharing and commenting.
In response you can spin up a lead magnet of the top 10 marketing mistakes you see legal firms making.
Then you redo your first content piece and say “by the way these are just 3 out of 10 mega mistakes I see. If you want the full PDF here’s how to get it”.
You’ll capture an email from that lead magnet and then can market your goods and services. I’d put together a 1 hour “how to avoid these mistakes” video and sell it for $30 as a first product, a full $500 audit as a core product and $2000/month consulting service as a premium service.
All off the back of one piece of content that kicked off. There’s a whole business that could be built here.