The Content Marketing Spectrum

Brand Matters

Today's brands have become media companies with all the content they need to create, distribute, and amplify on a daily basis. Marketers need to think holistically about their content marketing efforts, instead of relegating it to only the Owned channels of the Paid, Owned, Shared, and Earned spectrum. Since influencers are both content creators and promoters, a great influencer marketing campaign helps branded content take off and inspire the holy grail that is user-generated content.