Leveraging paid to maximize reach
Every piece of content has an objective; to reach as many relevant people as possible. These are the people that may find value or interest in the piece.
To achieve that, you cannot rely on a single channel. Instead you must work back from the audience insight you have and build a clear picture of where you might find them. That often means leveraging not just earned and owned but also paid reach.
And with a plethora of options in the space now it doesn’t mean that you must have ‘TV budgets’ to achieve success. Instead an intelligently targeted campaign across your social team or hand-picked influencer sites can add huge reach to the campaign.