We are experienced in promoting many types of content, from articles and e-books to videos and podcasts

Content amplification

Brands often create content with inadequate attention to short-term distribution and long-term visibility. The content is competing with many online publishers, from global news organisations to niche ‘in-market’ bloggers. Brands can, therefore, ensure that their content is visible by promoting content and consumer engagement via ‘paid for’ international content amplification campaigns.

Our experience in paid content amplification is extensive, encompassing very large-scale campaigns across numerous languages, markets, platforms and channels. Using an agreed paid media plan as a basis, we will:

  • Review content assets to be amplified and match to user journey stages and optimum platforms/channels. For example, using short form text to engage early via conversational media such as Twitter and using long form ‘explainer’ videos for later funnel stages via YouTube or iQiyi.
  • Execute amplification activity across best global, and in-market channels/platforms e.g. search, display, Facebook, Twitter, Vkontakte, Yahoo Gemini, Outbrain, WeChat etc.
  • Optimise the distribution and visibility of your content to agreed campaign goals and tactical KPIs.
  • Report on both primary impacts, e.g. engagement metrics, likes, shares, comments etc., and secondary effects, e.g. organic amplification and backlinks generated.
  • Where feasible, attribute the impact of content amplification back to tangible commercial metrics, e.g. cost per lead (CPL), cost per acquisition (CPA).

Content amplification demands best in class local adaptation, and our LIMEs (Local In-Market Experts) play key roles in ensuring that both your content and the messaging used to promote it is 100% suitable for relevant markets and languages.

Results – BBC World Service 100 Women Campaign

Our brief was to build a connection with the BBC through the outstanding BBC 100 Women season, addressing low BBC awareness amongst women who speak six specific languages, while still engaging men.

Good to know: clicks and social actions almost trebled YOY and with 1.3million new visitors to the websites

Client comment:

“…We are extremely proud of our 100 Women season and every year do our best to drive visibility of these inspirational stories to women and men around the globe.  I thought last year’s campaign would be difficult to improve upon but Oban and the marketing team have exceeded every expectation driving great performance from our media spend. Roll on 2017.”
Catherine Blizzard,
Director of Marketing and Audiences for BBC World Service.

Also see: BBC 100 Women Campaign.

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Some of our paid media clients

BBC World Service logo
Mitsubishi Heavy Industries logo
Denby logo
Appian logo