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Amplification works two ways: It magnifies your talent; it magnifies your flaws.

The volume of “American Idol” hopefuls every year proves the seductive ease of amplification: Many are willing to be “not good” if promised a reach of millions.

A quick review of most branded content on amplification networks reinforces this as the current state of content marketing, where loud seems better than good. The amplification of content, even when it might turn out to be counterproductive for the marketer, is a much easier spending decision than spending on quality. After all, it seems to answer the core question of content marketers: How do I build and attract an audience?

Read the rest of the post by Movable Media’s Andrew Boer at Mediapost.

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