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Approach


"Leadership is a combination of strategy and character. If you must be without one, be without strategy." --Gen. H. Norman SchwarzkopfLeadership is a combination of strategy and character. If you must be without one, be withouGen. H. Norm

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Approach


"Leadership is a combination of strategy and character. If you must be without one, be without strategy." --Gen. H. Norman SchwarzkopfLeadership is a combination of strategy and character. If you must be without one, be withouGen. H. Norm

Aspire to Inspire!
 

Tantamount to our approach are three core values:

1) Authenticity - embodied in our content and throughout our production process

2) Excellence - exemplified in the results

3) Optimization - demonstrated throughout the production process, and through audience inspiration and engagement


We:

Understand our clients and audiences well   •   Develop Strategic and Tactical Plans  •   Create Digital Assets •   Distribute Digital Assets •   Promote Digital Assets  •   Measure Results  •   Optimize Plans


The PESO Content Breakdown:

There are lots of different distribution channels and content types out there, so it’s important to know what’s available to you.

(Source: Amex OPEN Forum and Outbrain)

The PESO Framework - paid, earned, shared, owned

Whether you invest in the promotion of paid content through platforms like Outbrain, leverage third-party PR placements through earned media, spread the word organically through shared content on social media or publish blog articles directly to owned channels such as your website, pretty much everything you can do falls under one of these buckets.

But it’s not quite that simple.

Earned, owned, and shared content can all be paid content as well.

Earned – The news cycle never stops. Once the initial interest from your press coverage dies down, how can you get more of your audience to read that article?

Owned – It takes time to grow your own email list and build your SEO authority. In the meantime, how do you get prospects to read the blog post you just published?

Shared – Social networks have significantly diminished the reach of your posts to your own followers and friends. How do you get more views on the Youtube video you just uploaded?

The answer to each of these question is paid content promotion.

Whether you’re paying to increase exposure within a certain social platform or driving readers from other channels, it’s becoming more difficult to experience significant growth with content without some kind of paid strategy.

This is why understanding the value of every piece of content you create is critical. What is it worth to have the perfect audience consume your content? Do you know?

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Content Marketing


Content Marketing
 

Content Marketing


Content Marketing
 

Content Marketing, as defined by the Content Marketing Institute

"Content marketing is a strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action.

Content marketing’s purpose is to attract and retain customers by consistently creating and curating relevant and valuable content with the intention of changing or enhancing consumer behavior. It is an ongoing process that is best integrated into your overall marketing strategy, and it focuses on owning media, not renting it.

Basically, content marketing is the art of communicating with your customers and prospects without selling. It is non-interruption marketing. Instead of pitching your products or services, you are delivering information that makes your buyer more intelligent. The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty."