If an unknown author writes their first great book, chances are their book lands in the back of the bookstore, unless they get an agent to promote it and get on the "new arrivals" table.
While everything we publish for our audience should be relevant and high quality, that does not automatically imply they will hear about it, or find it.
Amplifying content is not a sin. Do it when you publish. That's when it has the most impact. Google is looking closely at the performance of our content the first few days after it gets crawled, so you need to make those early days count.
Atomization is key to any serious form of content marketing. Content covering the same idea or concept needs to be delivered in multiple formats and across multiple channels to reach it's potential audience. Your audience is segmented in people who are on multiple types of devices, or who prefer to watch vs. read, or like visuals vs. Long form content.
Content Atomization is key to be as relevant as possible through channels that are relevant for your audience. Google and other content discovery platforms also really reward multiple formats of content that complement each-other. And YouTube is still the largest Search Engine, a close second after traditional Google Search.
The traditional book analogy equivalent of atomization is the agent who organizes book readings, presentation, a video interview or podcast with the author.
53 ideas to Amplify and Atomize Your Content
Don't feel bad if you have not done most of the below. Make sure you try to do at least a few for each piece of content you create though.
Quora Question or Answer
Reference Case Study
Customer Advisory Council
Instagram photo post
Twitter Animated GIF
Forum/Discussion on a Blog