I S Y O U R C O N T E N T
D I S P O S A B L E ?

You’ve created your campaign
You’ve got the coverage
But now what?

M A N Y B U S I N E S S E S A R E N ’ T U T I L I S I N G T H E I R
C O N T E N T T O D E L I V E R M O R E R E S U L T S A N D R O I

O P T I M I S I N G Y O U R C O N T E N T F U R T H E R S H O U L D
B E P A R T A N D P A R C E L O F A N Y C A M P A I G N

Paid
Sponsored content,
display/search advertising
Owned
Content created and hosted
by the brand
Earned
Media, bloggers,
influencers relations
Shared
Social media conversation
and shared digital content
Think about how you can take content further by following the PESO model – paid, earned, shared and
owned
This process will start with earned media coverage
First thing’s first – have you got a link and is it trackable?
Before optimising earned content, use Google’s Campaign URL Builder to create a trackable link so
you can measure success

How to amplify earned content with owned media

The clue is in the name – owned covers the channels
that you own
The easiest way to optimise the impact of your
coverage is to use the channels you are in total control of

Post your PR campaign content to your website
POST THE WEBSITE LINK TO YOUR COMPANY SOCIAL PAGES

W h e n p o s t i n g t o y o u r
w e b s i t e r e m e m b e r :
Focus on natural, unique content
Don’t stuff with keywords
If your campaign secured earned media, include backlinks
to those publications
If you are posting coverage, make amends to the copy so
you’re not penalised by Google
o
o
o
o

CHECK OUT WordPress application
ExtraWatcH WHICH logs IP addresses
You can get information on who this
might be via reverse IP look-up
Paid IP tracking tools like Lead
Forensics will give more information
And if you want to see who is reading this
content on your site…

If it’s good enough for the media,
it’s good enough for your customers
Content used by the media will also be
of interest for your prospects and customers
Consider filtering content into marketing
automation and email marketing campaigns

H ow to
a m p l i f y
e a r n e d
c o n t e n t
w i t h
S H A R E D
m e d i a

OPTIMISING THROUGH SHARED CHANNELS INVOLVES BRANCHING OUT FROM YOUR OWNED CHANNELS
YOU SHOULD BE LOOKING TO SHARE CONTENT TO EXPAND BEYOND YOUR OWNED NETWORK

REACH BEYOND THEIR NETWORK BY POSTING INTO
RELEVANT INDUSTRY LINKEDIN GROUPS
PUBLISH A BYLINE ON LINKEDIN VIA
THE AUTHOR’S PROFILE
WRITE AN UPDATE FOR THEIR FEED TO
REACH THEIR PERSONAL NETWORK

IF YOU HAVE AN INTERNAL NEWSLETTER, SHARE CONTENT WITH YOUR
WORKFORCE REGULARLY WITH SOCIAL SHARING BUTTONS
THE BEST RESOURCE YOU HAVE AVAILABLE IS YOUR WORKFORCE
ENCOURAGE THEM TO SHARE CONTENT ON THEIR OWN SOCIAL FEEDS

VISUAL CONTENT CAN IMPROVE IMPRESSIONS
AND CLICKS ON SOCIAL MEDIA
IF YOU HAVE COMPANY EXECUTIVES AVAILABLE
GET THEM TO DO A TALKING HEADS VIDEO
IF YOU HAVE A PRESENTATION, ADAPT IT FOR
SLIDESHARE
AN INFOGRAPHIC THAT CAN BE CUT UP GIVES
YOU MORE CONTENT FOR SOCIAL

How to amplify earned content
with paid media

Whether you’ve amplified content with owned or shared channels, it’s
always worth considering paid options
You can do this via social media, search or through content discovery

Each social media platform offer a varying degree
of customisation for adverts and target audience
If you posted an article to LinkedIn, you can sponsor
a post to target a specific audience
You can cap the spend by day and by campaign
Execute your campaign and watch the clicks,
shares and likes roll in

It could be worth investing in paid search advertising against certain keywords
Google AdWords has a tool called Keyword Planner that can help you decide
keywords to target

Once decided you can start placing display adverts
in search results to generate traffic to your website
Decide what to target based on search volume,
how competitive the term is and the cost-per-click

This SlideShare presentation HAS coverED methods to stop PR
SUCCESS ending after earned
Companies invest time into content creation, but sometimes don’t
invest enough in content distribution, however, you can extend
distribution through owned, shared and paid tactics

TIPS
Our tips for owned, shared and paid can be used together or in
isolation
But, don’t do this for every single piece of coverage
Try to focus on flagship pieces of earned media for your brand
This can help you to level-up earned coverage and maximise
results

NEED HELP FROM US
TO OPTIMISE YOUR
EARNED CONTENT?
THEN PLEASE EMAIL US ON
HELLO@FIREFLYCOMMS.COM
OR CALL US ON 0203 861 3600
TAKE
AWAY