From the course: Content Marketing Foundations
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Promoting with earned and paid media
From the course: Content Marketing Foundations
Promoting with earned and paid media
- Earning the attention of an existing audience is one of the best ways of getting your content seen by the right people. And that's exactly what you should be doing with earned and paid media to guide the distribution of your content. As a key component of the PESO model, which stands for Paid, Earned, Shared, and Owned media, earned media is any content produced about a company that they didn't produce themselves or paid to have created. It's often the result of free publicity from publications, bloggers, podcasts, influencers, and other news sources. Earned media can come in the form of a news article, mentions on social media from influential accounts, a cable news segment, podcast interviews, or even a customer's review. Think of earned media as the ability to get your company's own content in front of an audience who's already interested in the same topic. An example of this is pitching your content for…
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