the drift

drift image

Scaling Content Impact: The Paid Media Strategy of Giants

Acorns
October 19, 2023

Organic content portfolio strategy

In the cacophonous digital space, content is king, but distribution is its loyal minister. With algorithms playing gatekeepers and organic reach plummeting, how do media giants ensure their content finds its audience? Enter the judicious use of paid media—a technique more nuanced than just hefty ad spends. Let's dive deep into a strategy big media companies employ to amplify content and achieve virality.

The Foundational Strategy: "Seed & Amplify"

  1. Initial Seed Budget: Unlike the common perception that media behemoths push large budgets on every post from the get-go, their strategy is more nuanced. Every organic post, regardless of its nature, is backed by a minimal "seed" budget. Think of it as giving each post a small nudge out of the gate.
  2. Monitoring & Identification: Once the posts are live with their seed budgets, a crucial phase of monitoring begins. Analytics come into play here. Metrics such as engagement rate, click-through rate, and shares are closely watched.
  3. Amplification of High-Performers: Not all content is created equal. Some resonate more with audiences, becoming overnight sensations. For these high-performing posts, media companies employ the "double down" approach. The initial seed budget is amplified, sometimes exponentially, to ride the wave of the post's popularity.
  4. Iterative Process: This isn't a one-off strategy. It's an ongoing, iterative process where content is consistently monitored, and budgets are adjusted in real-time based on performance metrics.

Benefits of the "Seed & Amplify" Strategy

  1. Budget Efficiency: Instead of gambling vast sums on untested content, media companies optimize their spends, channeling funds into content that has a proven track record of engagement.
  2. Organic Boost: A well-performing post, when amplified, can achieve virality, prompting more organic shares and engagements—a snowball effect initiated by the initial paid push.
  3. Audience Insights: By monitoring which content performs best, media companies gain invaluable insights into audience preferences, which can guide future content creation.

How You Can Adopt This Strategy

  1. Content Calendar: Organize your content strategy. Know what's being posted when, so you can allocate seed budgets and monitor them systematically.
  2. Analytics Integration: Platforms like Facebook and Google Analytics provide real-time data. Integrate them and stay updated on content performance.
  3. Flexible Budget Allocation: Instead of a fixed budget for each post, maintain a fluid budget. This allows you to divert funds to high-performers on-the-fly.
  4. Engagement Metrics over Vanity Metrics: Don't get swayed by mere post views. Focus on genuine engagement – comments, shares, meaningful interactions. These are the posts you want to amplify.

Conclusion

In the age of information overload, even the most compelling content can drown without the right push. By adopting the "seed & amplify" strategy, not only do big media companies optimize their reach, but they also ensure their content finds its deserved audience. It's a lesson in smart spending, strategic monitoring, and knowing when to go all-in. Whether you're a budding content creator or a brand aiming for digital dominance, let this method be your guide in the ever-evolving landscape of digital content promotion.

Why Tarpon Fishing is a Joke
Read More
Right Arrow
Klaviyo vs. The Rest
Read More
Right Arrow
You Don't Need Validation
Read More
Right Arrow
Shoshin as a Leadership Philosophy
Read More
Right Arrow
Shoshin and Collaboration
Read More
Right Arrow
The Art of Shoshin
Read More
Right Arrow
Navigating the Digital Seas with a Boutique Agency
Read More
Right Arrow
The Silver Wave: Navigating the Tides of Change in Professional Services
Read More
Right Arrow
Ego
Read More
Right Arrow
Digital Marketing Mixology
Read More
Right Arrow
Applying Occam's Razor to Digital Marketing
Read More
Right Arrow
2024's Top Digital Marketing Strategies for SMB Success
Read More
Right Arrow
Creating a Global Brand Presence for Boutique Hotels
Read More
Right Arrow
On Novelty
Read More
Right Arrow
Spill It: 5 Paid Media Tactics that Will Make Your Target Audience Drop Their Coffee
Read More
Right Arrow
Paid Media: "What Gets Measured, Gets Managed"
Read More
Right Arrow
Scalable Naming Conventions in Meta Ads: A Strategic Must-Have
Read More
Right Arrow
How to Engage a Digital Agency in Your Due Diligence Process
Read More
Right Arrow
Take a Dip in the oakpool: Fierce Independents Welcome
Read More
Right Arrow
Securing Your Facebook Business Manager Account After a Hack
Read More
Right Arrow
Our Advisory Board
Read More
Right Arrow
What Snow Crash Got Right
Read More
Right Arrow
Your Marketing Team + LLMs
Read More
Right Arrow
Why Private Equity Needs Digital Agencies
Read More
Right Arrow
Working With What You've Got
Read More
Right Arrow
The Digital Prescription for Health & Wellness
Read More
Right Arrow
#TheGreatOutdoors
Read More
Right Arrow
Adventure Awaits
Read More
Right Arrow
Advertising in Telehealth
Read More
Right Arrow
See You in London
Read More
Right Arrow
Let My People Go Surfing
Read More
Right Arrow
Dalio on Team Construction
Read More
Right Arrow
See You in Austin
Read More
Right Arrow
Partner Interview: Tim DiPietro from StartSure
Read More
Right Arrow
Advertising's David & Goliath
Read More
Right Arrow
What's a ZKP?
Read More
Right Arrow
Partner Interview: Jamie Storrs from Chenmark
Read More
Right Arrow
Up the Creek Without a Paddle
Read More
Right Arrow
Shinrin-Yoku
Read More
Right Arrow
The Fractional Workforce Revolution
Read More
Right Arrow
What are UN SDGs?
Read More
Right Arrow
What's Greenwashing?
Read More
Right Arrow
What Does "Fair Trade" Really Mean?
Read More
Right Arrow
What's a Customer Journey?
Read More
Right Arrow
Advertising in Digital Health
Read More
Right Arrow
Culture Leads Success: Time Perspective
Read More
Right Arrow
What's Digital Due Diligence?
Read More
Right Arrow
Bootstraps or Golden Handcuffs?
Read More
Right Arrow
When is It Time to Hire an Agency?
Read More
Right Arrow
The Perils of Tools
Read More
Right Arrow
The Original DAOs
Read More
Right Arrow
What the Heck is "Jidoka"?
Read More
Right Arrow
Culture Leads Success: Optimism
Read More
Right Arrow
Meet the Pool: Tom Robbins
Read More
Right Arrow
Brand Messaging: Social Media
Read More
Right Arrow
Culture Leads Success: Humility
Read More
Right Arrow
What Are Ethnobotanicals?
Read More
Right Arrow
Culture Leads Success: Compassion
Read More
Right Arrow
The Acronym Dictionary
Read More
Right Arrow
Call the Plumber. GA4 is Breaking Your Pipes
Read More
Right Arrow
Meet the Pool: Remick Smothers
Read More
Right Arrow
What's "Decentralized Outsourcing"?
Read More
Right Arrow
The Role of Media in Digitally Native Businesses
Read More
Right Arrow
Organizational Structure: Outputs vs. Inputs
Read More
Right Arrow
3 Signs Your Marketing Strategy Needs an Audit
Read More
Right Arrow
See You in Edison
Read More
Right Arrow
Meet the Pool: Acorns
Read More
Right Arrow
Brainwash Yourself
Read More
Right Arrow
Cultivating Sustainable Culture
Read More
Right Arrow
Meet the Pool: Sage Yazzie
Read More
Right Arrow
What's The Difference Between SEO & SEM?
Read More
Right Arrow
7 Social Platforms To Consider
Read More
Right Arrow
Klaviyo vs. Mailchimp
Read More
Right Arrow
2022 In Review
Read More
Right Arrow
What Made Figma Worth $20B?
Read More
Right Arrow
Website Building 101: CMS Selection
Read More
Right Arrow
Yamez: 2022 Lessons & Affirmations
Read More
Right Arrow
How to Tell Your Clients You're Retiring
Read More
Right Arrow
How to Retire from Your Digital Agency
Read More
Right Arrow
Looker Data Studio vs. PowerBI
Read More
Right Arrow
Vignettes: Microdose
Read More
Right Arrow
The Private Equity Digital Marketing Due Diligence Checklist
Read More
Right Arrow
Does My Landscaping Business Need Digital Marketing?
Read More
Right Arrow
Meet the Pool: Dan Zazworsky
Read More
Right Arrow
Meet the Pool: Bryan Abarca
Read More
Right Arrow
Meet the Pool: Cydney Dean
Read More
Right Arrow
Meet the Pool: Elijah Smith
Read More
Right Arrow
Meet the Pool: Karen Yeung
Read More
Right Arrow
Giving Tuesday 2022: Elevate Youth
Read More
Right Arrow
Why We Joined 1% For The Planet
Read More
Right Arrow
Meet the Pool: Alex Ford
Read More
Right Arrow
The Austrian Defense
Read More
Right Arrow
Meet the Pool: Alex Delano
Read More
Right Arrow
Meet the Pool: Kevin DeGulis
Read More
Right Arrow
Meet the Pool: James Hamilton
Read More
Right Arrow
Nomadic Vignettes: Iceland
Read More
Right Arrow
Meet the Pool: Alan Spencer
Read More
Right Arrow
Time Off & The Steelhead Debate
Read More
Right Arrow
Welcome to The Drift
Read More
Right Arrow
International Strategy: Airbnb
Read More
Right Arrow

what's oakpool?