Consider you are standing on a stage in an auditorium presenting information about your business.

Now consider there are 10 people in the front row.

How are you going to speak to them? With a megaphone? With a microphone connected to the auditorium’s sound system?

Maybe.

But you could probably just speak with your voice, maybe projecting a little bit.

However, if there are 200 people scattered across the seating, you might want to shell out $50 for a megaphone of some sort to make sure your voice reaches them.

And further, if the auditorium is packed with standing room only, you will certainly want to make sure you’re connected to the sound system, which cost many thousands of dollars and will have strategically placed speakers ensuring complete sound coverage of the audience.

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This is clearly a simplistic analogy, but if we consider the arrangement of the audience as comparable to the size and proximity (i.e. familiarity with your content) of your customer base, it can help us consider how important amplification is in your content strategy.

In other words, if your business is local or direct with customers, you can create content locally or directly without stressing too much about global virality.

Moreover, if there are only 10 members of the audience, and they are all in the back row, you should probably ask them to move to the front before you go purchase a megaphone.

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You can read more about my theory of content acoustics here.

P.S. It’s also worth noting that the addition of amplification will not de facto fill more seats. The amplification level is a result of the existing audience size. How many seats you want to fill, and how you fill them, is another matter.