This is where the fun starts. You are an expert in content and social media. Now we just have to make sure to put your efforts into a framework that could maximise the outcome. What is the best way to distribute and promote your content to be smart about your budget?

Gini Dietrich, a well-known PR professional, put together this amazing model for public relations and communications people, which is called the PESO model. See a basic summary on that below.

Let's spin it a bit. You are running your own media platform, so we'll start with that one. Everything you publish there will count as owned media.

Then you have your brand's social accounts. Facebook, Twitter, etc. This is your shared media.

Then you have your fellow journalists, bloggers, guest bloggers, etc. This is your earned media, your peer group of loyal and influential followers. If you're doing something right, they'll amplify it and skyrocket visit counts.

And after all, there's paid media. Quite obvious. In this case, that's when you pay for traffic.

The next 5 pages will break down the framework.