EARNED + PAID CONVERGED [EARNED + SHARED + PAID + OWNED] SOCIAL SHARES SHARE OF VOICE + BRAND AWARENESS WEB TRAFFIC SEARCH + CONVERSIONS SOCIAL SHARES SHARE OF VOICE + BRAND AWARENESS WEB TRAFFIC SEARCH + CONVERSIONS Fully utilize owned channels such as email marketing and social media to promote the content to your existing audiences. Also consider creating supporting owned content like a blog post, video or infographics that can increase the impact of the original content. Develop a highly-targeted list of journalists, niche bloggers and social influencers and pitch them to earn media coverage and social shares of the content. Focus your budget on sponsored updates on the social channels where your target audience is most engaged. Spend your time identifying and sharing the content with key thought leaders who can reach your target audiences through social media. Focus your budget on paid content discovery by using a service like Outbrain, StumbleUpon or another content amplification platform. Spend your time identifying and pitching the most relevant media contacts who may write about your content. LESS THAN 1 MONTH 2-4 MONTHS 5+ MONTHS 1 2 3 4 5 WHAT IS YOUR PROMOTION IMPLEMENTATION TIME FRAME? NO YES NO YES IS THERE A PROMOTION BUDGET? $ IS THERE A PROMOTION BUDGET? $ IS THERE A PROMOTION BUDGET? $ WHAT IS THE CAMPAIGN GOAL? WHAT IS THE CAMPAIGN GOAL? WHAT IS THE CAMPAIGN GOAL? YES WHAT IS THE CAMPAIGN GOAL? NO MEDIA / INFLUENCER OUTREACH? * CONVERGED EARNED + SHARED + OWNED EARNED + SHARED SHARED + OWNED EARNED + PAID SHARED + PAID YES NO EARNED + SHARED OWNED CONTENT PROMOTION STRATEGY DECISION TREE FIND YOUR IDEAL CONTENT PROMOTION STRATEGY FOR MORE INFORMATION ON CONTENT PROMOTION, VISIT DIGITAL.RELEVANCE.COM Identify and pitch the most relevant journalists and niche bloggers who might share the content with their readers. Additionally, share the content with key thought leaders and influencers who can reach target audiences through social media. SOCIAL SHARES SHARE OF VOICE + BRAND AWARENESS SOCIAL SHARES SHARE OF VOICE + BRAND AWARENESS EARNED + SHARED + OWNED Pitch relevant thought leaders and influencers to earn social media shares of the content. Also, create supporting owned content like a video, blog post or infographic to increase the impact of the original content. SHARED + OWNED SHARED + PAID OWNED With time and a budget, develop a converged media strategy that utilizes earned, social, paid and owned media. Pitch the content to relevant media contacts, social influencers and thought leaders. Focus your paid budget on content discovery with a service like StumbleUpon, Taboola or another content amplification platform. Create additional, supporting owned content like infographics, blog posts or videos to increase the impact of the original content. Utilize the long timeline to pitch content to relevant journalists and niche bloggers to earn media coverage, share the content with thought leaders and influencers for increased social media impact and create other supporting owned content like infographics, videos or blog posts. [EARNED + SHARED + PAID + OWNED] [2-4 MONTHS] [LESS THAN 1 MONTH] EARNED + SHARED [LESS THAN 1 MONTH] EARNED + SHARED [2-4 MONTHS] EARNED MEDIA Gaining online coverage through media outreach and relations. OWNED MEDIA Brand-controlled assets such as social media accounts, blogs, and advanced content. SHARED MEDIA Social media interaction with consumers. PAID MEDIA Online advertising via sponsored recommendations, posts, and articles. CONVERGED MEDIA Earned, owned, shared, and paid tactics combined to promote content on a variety of channels. WHAT IS THE CAMPAIGN GOAL? WEB TRAFFIC SEARCH + CONVERSIONS WEB TRAFFIC SEARCH + CONVERSIONS WEB TRAFFIC SEARCH + CONVERSIONS SOCIAL SHARES SHARE OF VOICE + BRAND AWARENESS READ MORE ABOUT YOUR CONTENT PROMOTION STRATEGY *Media and influencer relations are not typically leveraged when faced with tight timelines. Generally, it takes several months or more to earn trust from and collaboration with journalists, editors and influencers. However, if these relationships are cultivated prior to the start of a campaign, leveraging outreach with a timeframe of less than a month is possible. Otherwise, it’s best to plan media outreach on campaigns lasting two or more months.