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Strategies for Amplifying Content Reach Through Paid, Earned and Owned Promotion

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Barry Feldman
Barry Feldman

This document provides strategies for using paid, earned, and owned media to promote content and reach a larger audience. It discusses various paid promotion options like social media boosts, ads, and pay-per-click. It also discusses strategies for earning media through guest blogging, influencers, and word-of-mouth. Additionally, it outlines owned media channels like websites, blogs, email marketing, and social media and provides tips for optimizing and repurposing content across channels. The overall message is that paid, earned, and owned media complement each other and should be integrated and optimized to amplify content and connect with more users.

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contenT Amplify DEMAND Turn up
Hello…? Hello…? Hello…?
AMPLIFY
Strategies for reaching a larger audience with CONTENT PROMOTIONand distribution
Paid Earned Owned
paid Advertising Sponsorships Paid promotions
Benefits of paid promotion Immediate Control Targeted Scalable
Facebook Boosted Posts
Promoted tweets
LinkedIn 
 sponsored updates
YouTube ads
Stumble Upon paid discovery
reddit ads
Native advertising
Paid content discovery services Outbrain Taboola Adblade
Pay Per Click Google Adwords | Bing from Microsoft
Retargeting AdRoll | Retargeter | Fetchback | Chango | Many more
earned Customers become the channel… Word of mouth.
Benefits of earned media Credibility Key to sales Lifespan Free
Guest blog
Syndicated content
Scoop.it Paper.li Anywhere Get curated
Inspire Influencers to share your content
Social media
Get found via search I’m about to buy a…
The All-Powerful Word of mouth 1. Recommendations 2. Branded websites 3. Opinions posted online 4. Editorial content
owned Website Blog Social media channels Email marketing
Benefits of owned media Control Cost efficiency Longevity Versatility
Email 
 marketing Opt-in forms
Gated offers on 
 landing pages Email 
 marketing
eNewsletters Timely offers Promotions Autoresponders Email 
 marketing
Social media marketing Create rich updates Use links/CTA
Social media marketing Twitter cards
Social media marketing LinkedIn Groups Tag peers (+ @ #) Pinboards #Hashtags Ask for shares Quote experts
Blog Make it easy to share with buttons
Blog Add a social-style comments section such as Disqus or Livefyre
Blog Use great images worthy of sharing
Blog Create pre-populated tweets with a tool such as “Click to Tweet” plugin
Expand your digital footprint YouTube channel Free content platforms iTunes SlideShare Scribd
Foster employee advocacy Give employees
 ownership Train them Empower them Governance Employees are often the most 
 overlooked content promotion strategy
Repurpose content Website
Audit your content assets Website Blog And/or create repurposing plans in advance
Maximize formats Content library
AMP Up Integrate Experiment Refine Paid, earned and owned complement each other
Everything should 
 point back to your website
Analyze traffic and conversion
Reachand connect with a larger audience Free eBookFrom Feldman Creative and CoSchedule
contenT Amplify DEMAND Turn up www.feldmancreative.com

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