The Content Promotion Strategy Decision Tree is a flowchart designed to help you answer that question. Depending on your content marketing campaign’s timeframe, budget, and goals, you can determine whether an earned, owned, shared, paid, or converged media strategy makes the most sense for that campaign. You’ll also want to pay attention to which type of content fits into each strategy.
Content marketers without large established audiences who don’t see the writing on the wall are at risk of wasting a lot of money by creating copious amounts of content and publishing it to a nonexistent audience.
Failure fatigue is quickly becoming content marketing’s biggest enemy. We've all been led to believe that if we just publish great problem-solving content on our company’s blog and do it often enough, it will get noticed by the search engines and social media in a big way. Unfortunately, great problem-solving content goes unread every day, which can be demoralizing to the creator. The next marketer who publishes branded content and gets lackluster results shouldn't feel demoralized; they should be asking their boss why they didn't promote it.
There is nothing intrinsically wrong with paid media – entire industries are built on the advertising and promotional model. They are often essential for building awareness – especially in the product or consumer world. But they need to be balanced with meaningful thought leadership.