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Paid, Owned, Earned by Nick Burcher

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Chapter Six

Seeding and viral distribution

Traditionally paid media ‘go here now’ messages were the only way of attracting attention, but the huge variety of publishing that now occurs online enables advertisers to use seeding and outreach to drive product recommendation, whilst earned media can also be tapped to drive the distribution of content initiatives either through ‘natural’ outreach or through a range of (paid-for) performance distribution solutions.

Seeding can therefore be used in different ways depending on the objectives. If the aim is to drive product recommendation (advocacy) that leads to sales then a different strategy should be used compared to when the aim is to drive views of content (awareness etc), though there is some ...

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