How To Execute A Converged Media Content Strategy (And Why You Should)

As your company’s content strategy becomes more sophisticated, it’s important to consider different types of media for your outreach efforts. The internet has changed the paradigm from “please tell my story” to finding platforms that allow you to tell your own tale. A content strategy helps you identify needs, prioritize projects, and invest limited resources (including human, financial, and time) in the most effective way.

But the best content strategies don’t just focus on blogs and social media. Instead, they recognize the convergence of different types of media as an opportunity to create a content strategy that combines the powers of all media channels. A content plan that integrates owned, earned, and paid media will support your business goals and quickly position you as an industry leader. Here’s how to do that for your business.

The three types of media: a quick primer

There are many ways to categorize media channels. One is the way in which your company gets its content featured on that specific channel. Let’s start with a simple definition of what each type of media is, along with some examples, and where each typically fits into the overall company marketing landscape.

Owned: Owned media are those outlets that we most commonly associate with content strategies. These include first and foremost, your website. This also refers to niche sites, social media channels, your e-newsletter, and any print or digital content that you publish. Other examples of owned content might include podcasts, videos, or image assets that relate to your brand and messaging.

Earned: Earned media most traditionally refers to what we think of as public relations. PR firms work to get you coverage in newspapers, magazines, radio interviews, and on television. The focus was on hooking members of the media to become interested in telling your story. Another strategy is to develop your profile to the level where you become a trusted source for reporters writing stories in your space. Today, the world of earned media has expanded exponentially. Bloggers and social media channels provide another venue for others to share your message. Earned media also covers guest posts, where your brand and the quality of your content help you gain placements.

Bought: Bought media refers to advertising. This could include a full page ad in a publication, advertising in directories such as the yellow pages or online web directories, or a radio spot in a local market. Today, the landscape is infinitely more complex, including advertorials and the whole world of online search advertising. Pay-per-click (PPC) campaigns are huge drivers of cost, profit, traffic, and sales for many companies that use them. Numerous opportunities exist to buy exposure for your brand.

One weakness in the content strategy boom

Very few people are having the discussion about what these different channels mean for corporate and small business content strategies. Most conversations about content strategy focus on a narrow subsection of owned media, and an even smaller portion of earned. Website content, blog and newsletter topics, and social media content dominate the focus of these strategies.

It’s important to add the caveat that this is, to a certain extent, a logical choice. These content channels are some of the most important for companies that are building their digital presence. It’s also much easier to focus on things that you can control, such as writing and publishing your own materials.

But finding ways to integrate content marketing with more traditional marketing initiatives allows companies to scale these efforts. Messages across channels become more tightly-focused. Brands and ideas show up in a variety of places, hitting what entrepreneur Tim Ferriss has called “surround sound” and what Smart Passive Income’s Pat Flynn called “The Be Everywhere Strategy.”

It involves determining priorities across the spectrum of your content generation, and finding places where items overlap and support one another. It gives you the chance to both increase your reach, and cut your time and money spent on these efforts.

The convergence point: an example

Let’s consider a hypothetical example. An inbound marketing agency has just opened its doors. The service offerings are simple: monthly blogging packages, guest blogging services, and content generation for white papers and case studies. Since they’re based in Kansas, they’re hoping to leverage that location into an advantage for creating a geographic client base. As they consider their marketing plan, all three types of media will play a role in how they build their brand.

One approach to a content strategy is simply to start generating content. Find every opportunity to get the word out there, and not worry about where it falls on the convergence spectrum. A different approach, the one I’m advocating here, requires stepping back to evaluate priorities and the best methods to achieve them. Without overcommitting to any single process, you develop an understanding of each type of media’s strengths and weaknesses. When blended together, you end up with a highly effective strategy that moves your agenda forward much more quickly than focusing on a single tactic alone.

For purposes of discussion, let’s say the company’s priorities are a strong web presence, any opportunity to get in front of the local business community, and the goal to build their reputation as a thought leader in their space. Taking each of these goals in turn, it’s possible to see where a content generation strategy enhances traditional marketing. In turn, accessing traditional marketing opportunities can help get more eyes on the content that’s developed.

Web presence: Having a great website and overall online presence is a must-have for this type of business. The first logical step is to have a strong website designed. An inbound agency needs content that explains inbound marketing, and what its benefits are. This would lead to the creation of website content, a frequently-updated blog, possibly an idea hub with evergreen content, and more. These are examples of core owned media, and investing heavily in this area makes perfect sense for this business.

Another critical channel that supports the web presence is social media. By pursuing earned media such as guest blogging and social sharing, content that’s generated on the owned media is read more widely. It’s getting in front of the target audience, and doing what it’s meant to do.

Reaching the local business community: Once the identity has been established, it’s important to find opportunities to get in front of the business community. Ideally, content that’s created and published regularly is geared toward this audience profile. E-newsletters and other assets focus on creating a high amount of value for readers in this target demographic. The business is making the most of owned media to support its goals.

Earned media also plays a large role in achieving this goal. Traditional PR efforts can get exposure in newspapers, speaking gigs at chamber of commerce meetings, and coverage in industry publications. A more creative spin on earned media can also encourage entrepreneurs to seek out guest blogging opportunities and develop relationships with thought leaders in their field. Contributing to publications like the Huffington Post is a great way to build credibility. Advertising and PPC drive eyes toward those assets (both owned and earned) that the business has created.

Becoming a thought leader: Finally, both earned media and owned media play a role in establishing the company as a thought leader. Developing a reputation for high-quality content and frequent mentions is one the best ways to quickly build your credibility within your industry. Advertising also plays a role in this goal by helping to build brand recognition, whether that’s through improved search engine results or in the pages of relevant publications.

As you can see from this example, each goal is achievable in part by using only a single technique or approach to media. But by looking for synergies, you can combine these opportunities into a content approach that’s much more effective and amplifies the impact of any single action.

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