Content Marketing Using Earned, Owned and Paid Media

The Altimeter Group Converged Media Model
  • Website
  • Mobile site
  • Blog
  • Social media channels
  • Pay-per-click
  • Display Ads
  • Retargeting
  • Paid influencers
  • Paid content promotion
  • Social media ads
  • Sponsored initiatives
  • Mentions
  • Shares
  • Reviews
  • Reposts
  • Recommendations
  • Identify the influencers in your niche — Which LinkedIn groups or Twitter handles are influencing your target market? Who has more influencers on LinkedIn, or high Klout score or an active Google+ page?
  • Identify customer problems — What are the typical search questions in your industry? What do customers search for? You can understand a few from your sales teams who handle customer queries.
  • What are famous search keywords — Google search tools help you uncover jargons or acronyms from world-wide searches or can even help you figure out locations where the terms are used more often.
  • What your competition is up to? — What keywords are they targeting or bidding on? What topics are they blogging on? What platforms are they choosing for ad promotion?
  • Company news — Any important changes in the company. Launch of product, product enhancements, new geography acquisition etc
  1. Content marketers should develop a plan that is long-term and unique. For instance, based on the search questions, you can develop an infographic addressing the questions and create some extracts from it with interesting statistics. These can be shared on social networks.
  2. Facebook attracts more audience on image-centric posts. So you can share the images of infographics on Facebook.
  3. For your blog posts, you can write content based on the statistics you developed or create topics for customer questions.
  4. You can also create content for guest blogging on your industry-specific websites which have higher domain activity and use backlinks to your own website.
  5. Include these links in weekly newsletters and allow customers to distribute your content socially.
  6. Be careful not to make corporate content too biased or technical.
  7. Additional budget is required for white-papers, eBooks, Infographics. Have well-designed pieces for both digital and print versions.
  1. Paid searches are too expensive to lose sight of them. Paid media brings its own benefits by including the opportunity to extend your reach to your intended audience across trusted channels.
  2. You might’ve written a blog post building your own statistics but you couldn’t get enough views and shares. Through paid media, you can bring the old but powerful content back to the forefront.
  3. You can combine personalization and paid media to target prospects through sales funnel.
  4. Make sure that your ads and their content are relevant to the target audience. For Facebook ads, the higher the relevance score, the lower your lead ads cost will be.
  5. Twitter now allows you to promote individual tweets, which can be a great way to get in front of the right people and join the social conversation.
  6. For the retargeting list of ads, you can go to AdRoll or Google retargeting.
  1. For PR, work on one press release per month and share it on the social network or other websites, like TechCrunch. This could result in hundreds of additional links pointing to your website (great for SEO), as well as some inquiries.
  2. You can socially share content on networks, like, LinkedIn, Twitter, Pinterest, Tumblr, Facebook etc. They can drive a lot of traffic and thus increase sales.
  3. When you launch a piece of content, plan some sort of earned media promotion.
  4. Create unique, informative content — use high authority research from scientific journals and sources to backup your content.
  5. Encourage social sharing
  6. Write good metadata so you look good when shared on social sites
  7. The license on your own content — whether statistical or visual elements, so you get the credibility and also views on sharing.

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