How to Promote Content Across Owned, Earned, & Paid Media
Content marketing is key. But if your content is not visible by your audience, your efforts will have be for nothing. Your Owned, Earned and Paid Media can be great levers to promote your content and make it visible to your community.
Extract: "[...] for the vast majority of companies (unless you’re a market-leading megabrand), simply publishing content gets them nothing resembling good results.
It’s like writing the great American novel and leaving it on your doorstep. Or creating a baseball diamond in a cornfield in Kansas. Only in the movies do random strangers find your great things and make them a big deal. In the real world, you have to work hard to get anyone to pay attention to what you’re doing."