Boosting Reach With the Paid Media 1-2 Punch

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By 2020, the amount of online content is estimated to grow by 500 percent. But as more and more information becomes available to the masses, the longer they’ll take to comb through it all. Paid media is a key component to getting your content into the public’s hands. To get the most bang for your buck, use the 1-2 combination of social ads and sponsored posts.

We’re Always Online


The average Internet user already spends two hours just sorting through her newsfeed. If you haven’t formed partnerships with influencers, or integrated the PESO (paid, earn, shared and owned) model into your existing influencer marketing strategy, you’re missing major opportunities to stand out on social and beyond.

The first step requires getting influencers to think about and engage with your brand. Personalized outreach will increase the likelihood of an influencer choosing your brand over those competing for their attention. Here are two effective ways to drive brand awareness with influencers through paid media.

Ready to knock out your competitors? Take the next step in influencer relations. Get our free tip sheet!

Targeted Social Ads

The art of using social media for influencer marketing depends on whether you can target the right influencers on the right platforms at the right time with the right messaging. With a robust media database, first determine the influencers who will be the best fit for your brand and industry.

Next, look at their profiles to see if they have a preferred platform. If they’re on multiple platforms, look more closely at their engagement activity to determine what topics they talk most about and on which platforms.

Once you’ve decided who to target and where, take Ian Greenleigh’s “Social Media Side Door.” In short, showcase your brand’s expertise, promote your content and include a clear call to action in your social ad. Don’t forget to include customized tracking links to help measure the effectiveness of your ads on attracting new influencers.

Why social ads are so useful: You can test a variety of messages, art assets and demographic targeting models to determine which have the highest rate of return in clicks or website conversion. As time goes on, your targeting and ad quality will improve.

Sponsored Posts


If social ads are like a boxer’s jab, a sponsored post is a right hook. By publishing content on the sites your influencers already frequent, your brand’s name will stay top of mind. And the more an influencer associates your brand with a certain subject, the more likely they’ll recognize you as a thought leader when you make an ask to work together down the line.

Remember, the PESO model involves four major types of media: paid, earned, shared and owned. Content syndication is a great example of how owned and paid media can be brought together to drive exposure and traffic.

Look at your influencers’ interests and social history. Do any of your posts focus on topics your influencers are already talking about? If so, promote it as a sponsored post.

Why sponsored posts are so valuable: Guaranteed exposure gives your content a great starting point in building awareness. You can even leverage your new influencer relationships by sponsoring content on their sites and social channels.


Images via Pixabay: 12, 3

About Katie Gaab

Katie Gaab is a content marketing specialist for Cision. Previously the senior editor for Help A Reporter Out (HARO), she enjoys connecting audiences to exciting, new content. She's a dancer, avid concert-goer, foreign language nerd and book worm. Find her on Twitter @kathryngaab.

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