The current economic climate, marked by uncertainty and inflation, has encouraged nearly half of CMOs to spend less on marketing in 2023, leaving 75% of advertising budgets under heavy scrutiny. As a result, marketers are under immense pressure to improve outcomes and optimize performance — and with limited resources.

Content teams feel overwhelmed navigating increasingly noisier marketplaces, have reduced reach, need more visibility of their work performance and adapt to constantly evolving KPIs. While it may feel like the only way forward is to grind it out, there is a better, much happier way to succeed as a B2B marketer today: Be more human. Focus on creative, connective content that will build strong audience relationships. And how might an overwhelmed, under-resourced marketer do that? Welcome to amplified marketing, a strategy for extracting maximum value from rich, creative, human core source content and wringing it out across various formats and channels.

With this approach, you can achieve more of your content goals with less stress by identifying your target audience, creating engaging content and amplifying existing resources. Here’s how to do it.

Identify your audience and its needs

First, commit to really understanding your target audience. Use your available resources to understand their motivations, frustrations, preferred content types and communication platforms. This information can come from simply listening to your audience. Schedule interviews, send surveys and ask questions. You can also use software or tools to help you understand your audience. Look at your tech stack and ask what you already have that could help you understand the demographics, firmographics and psychographics of your audience, their behaviors, interests and preferences.

Even if time is limited, don’t skip this step — you’ll save yourself future headaches. A thorough understanding of your audience allows you to prioritize their needs when creating content.

Understanding your audience also enables you to understand the subject matter experts (SMEs) who can speak to the insights, perspectives, predictions and challenges that matter to your people. These internal and external experts drive engagement by collaborating with your brand through podcasts, interviews or fireside chats. Thought leaders offer valuable insights about topics that matter to your audience, and they may not be the C-Suite executives you’d expect. So consider individuals throughout your organization, customer base, and industry.

Create content that matters

Now that you’ve set the groundwork, unleash your ingenuity to create unique content that excites your audience (and you, as well!). Focus on what you know matters most to your audience. Use that insight to engage in meaningful conversations with your identified SMEs — capture their stories and thought-provoking perspectives on camera. Find your place in discussions about your brand, service, or products by leveraging customer insights or reacting to noteworthy news. It won’t be long before you’ve built a library of diverse, relevant content — all without facing the challenge of thinking like an SME on your own.

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Amplify your under-utilized resources

Expand your content beyond one podcast episode or webinar; maximize your material’s potential by breaking it into smaller, valuable pieces. Extract clips, takeaways, quotes, audio samples and video snippets capturing attention, provoking conversations or offering industry insight. Combine old and new material and share it across all your channels to refresh your content without reinventing the wheel. To reach a wider audience, amplify your content across various channels in different formats by:

• Creating playlists and using short sound bites on social media, blog posts and emails.
• Breaking down presentations into bite-sized chunks for marketing materials or your website.
• Using SME perspectives as foundations for articles, blogs and new webinars.
• Building a compelling conference presentation based on the original content.

Content marketers reported spending at least 33 hours weekly creating content, leaving little time for other responsibilities like managing campaigns and vendors. Amplified marketing helps here, too. Because once you’re in the mindset of taking that deep source content and wringing it out across other channels, you can – and should – amplify your existing content. Amplified marketing enables you to repurpose a current catalog of resources, saving time and effort while creating deliverables your audience wants to see.

By embracing amplified marketing, you liberate yourself and your team from the stress of consistently — and only —  producing new content, a process that’s not only draining but puts incredible pressure on teams. An amplified marketing strategy makes it possible to increase brand exposure to a broader audience and enables teams to consistently tailor messaging to their preferred channels, regardless of workloads and budgets.

Maximizing resources is at the core of amplified marketing because it helps marketers prioritize quality without compromising quantity. Investing your time creating captivating, accessible content forges genuine connections with your audience.

Amplified marketing bridges the gap between marketing and other departments by aligning content and messaging with sales, product and leadership strategies for a more cohesive and effective marketing effort. You can customize content for each department to convey the appropriate message to the right people at the right time — and then track campaign progress, metrics and sales impact.

In an era of heightened content expectations and tighter budgets, marketers face a crucial decision: succumb to the pressure of running on a perpetual hamster wheel or embrace bold new, creative ideas. Amplified marketing makes navigating the evolving marketing landscape easier and more effective than ever while elevating your brand reach and unlocking your content’s full potential.

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About the Author

Lindsay Tjepkema is CEO and co-founder at Casted, the world’s leading podcasting and video platform for B2B marketers. Since its start in 2019, Casted has been empowering marketers at brands like IBM, Salesforce and Gong to maximize and measure the value of their audio and video content. With two decades of hands-on experience in marketing leadership and as a tech founder, Lindsay shares her experiences as a speaker, podcaster and member of the Forbes Business Council and the Entrepreneur Leadership Network. She and her husband have three amazing boys (including twins) in Indianapolis.