Having a good content ecosystem is key to developing a successful content strategy. This chapter provides an overview of:

  • Content distribution: The role of paid, owned, earned and shared media, and how it enables teams to better understand the different types of activity that may go into a campaign.
  • The Hero, Hub, Help model: What it is and why it is a particularly useful model for considering all the critical elements of a good content ecosystem.
  • Formats: The various types of content and their role at different steps of the funnel.