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The original article can be found here: http://relevance.com/introducing-the-content-promotion-strategy-decision-tree-infographic/ Many content marketers have been trying to understand the data gathering, analysis and resulting strategy that determine how, when and where content should be promoted. At DigitalRelevance we get asked about the content promotion process all the time. Using the knowledge and experience gleaned from years of client work, we are pleased to bring you the long-awaited answer to this question with the Content Promotion Strategy Decision Tree.
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![Page 1: The Content Promotion Strategy Decision Tree [INFOGRAPHIC]](https://reader034.pdfslide.us/reader034/viewer/2022051817/547e684bb47959a7508b4ba7/html5/thumbnails/1.jpg)
EARNED+
PAIDCONVERGED[EARNED + SHARED
+ PAID + OWNED]
SOCIALSHARES
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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 NOYES
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?*
CONVERGEDEARNED
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CONTENT PROMOTION STRATEGY
DECISION TREE
FIND YOURIDEAL CONTENT
PROMOTIONSTRATEGY
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.
SOCIALSHARES
SHARE OFVOICE
+BRAND
AWARENESS
SOCIALSHARES
SHARE OFVOICE
+BRAND
AWARENESS
EARNED+
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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.
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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]
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SHARED[LESS THAN 1 MONTH]EARNED
+SHARED[2-4 MONTHS]
EARNED MEDIAGaining online coverage through media
outreach and relations.
OWNED MEDIABrand-controlled assets such as social media
accounts, blogs, and advanced content.
SHARED MEDIASocial media interaction with consumers.
PAID MEDIAOnline advertising via sponsored recommendations,
posts, and articles.
CONVERGED MEDIAEarned, owned, shared, and paid tactics combined
to promote content on a variety of channels.
WHAT IS THE CAMPAIGN
GOAL?
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WEBTRAFFIC
SEARCH+
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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.
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