It’s easy to forget that video media distribution was limited to 3 broadcasting companies. Even print and radio were protected by high barriers to entry. In today’s age the broadcasting power of an individual is cheap and can reach millions–but that is not the amazing part. The amazing part is it is easier for people to find you and you don’t have to reach millions to reach your audience. Instead of using a shotgun approach top find your customers, like they had to do in the Mad Men era, you can now reach the exact person who needs your product. But wait, there’s more…we can even go a step beyond targeted content in your strategy. And here’s how.
At Business 2 Community Dionna Kid suggests, “Simply creating valuable content for targeted audiences and being visible in search results isn’t enough for a successful content marketing strategy. Your content needs to be promoted in the right marketing channels.”
Dionna continues to recommend three different channels; owned, paid and earned. Owned includes your website, blog, newsletters, videos, email marketing and the brand presence on social media channels, such as Facebook, Twitter, YouTube, etc. Paid media can include banners, display advertising, and sponsorships. Earned media is kind of like piggy-backing on an already platform, it requires developing and maintaining relationships with industry and social influencers.
Check out the full Business to Community article titled “How to Promote Content Using Owned, Paid and Earned Media“