In this article our Digital Account Manager shares 26 tools to help you leverage owned, earned, and paid content. Let us know if you enjoy the article!

I absolutely love great content!

… And I love working with organisations who want to share their journey with people. That’s what I do.

However, telling the story is only half of the solution.

Once you know what you want to say and how to say it, you need to get it out there.

Having the content sat on your website isn’t good enough, you need to leverage it so that it reaches it’s maximum audience potential.


Before we get started with all for the tips and what not, let’s take a quick look at the types of channels that you can use to distribute your content.

  • Owned
  • Earned
  • Paid

Owned media are the channels that you belong to you, where you control and post the content. It’s all yours. This can include, your blog, website, email newsletter, and social media profiles.

Earned media involves other sharing your content. This can take the form of social media shares, guest posts, media coverage, and product reviews. Anything that involves other people.

Paid media is the exposure you pay for, be it pay-per-click ads, display ads, social ads, or anything else. This is becoming quite popular, as it’s a way to cut through the noise that’s out there.

With this framework in mind, let’s look at some awesome tools that help accomplish content distribution in each of the three major distributions channels: owned, earned, and paid.


  • BufferSendibleSprout and Hootsuite – all fantastic tools to help you manage and distribute your content.
  • Google Analytics – a given, and along with Google’s Search Console, it gives you a good insight to what’s working (and what isn’t) working for your website.
  • Who Clicked – an easy to use it of software that helps to identify the organisations your website. Great for NBD.
  • Campaign Monitor and MailChimp – for email distribution.
  • Wistia – less like YouTube and more like Vimeo. It’s great for getting the most out of your videos using SEO.
  • Oktopost – similar Hootsuite and Sendible, it’s a great social listening and management tool.
  • Meet Edgar – add the content, create your calendar and let Edgar manage the rest.
  • Wise Stamp – your email signature on steroids, check it out!
  • Missing Lettr – it takes your blog’s RSS feed and generates social media posts for you automatically. Worth a look!


  • Type Form – create cool looking surveys and capture forms.
  • Woobox – a whole suite of social media marketing tools. Create sweepstakes, competitions and more.
  • Viral Sweep – similar to Woobox, but a lot more third-party integration for building email data lists.
  • Social Locker (WP plugin) – there are a few similar plugins out there. They allow you lock content unless a user Likes your page. I’m not a fan personally, but it’s an option.
  • Contently – this reminds me of some of the owned media platforms above, but its definitely a cut above the rest in terms of analytics / marketing focus.


Paid media is now an essential part of the online marketing mix, you can’t ignore it.

These tools and platforms offer some of the best ways to manage your online ad campaigns.

  • Pay-per click advertising using Google Adwords (a given).
  • Or try Word Watch for managing Google Adwords.
  • Social Media Ads – such as TwitterFacebook and Instagram.
  • Create retargeting ads with AdRoll, but offers much more in terms of integrating multiple channels.
  • simpli.fi – useful for a good combination of display and retargeting advertising (all in one).


Of course there’s no magic formula here, and ultimately it will be down to you to find the right mix for your brand and audience.

If you plan your campaign with the three distribution channels in mind, you can’t go wrong.

What’s worked well for you? Share in the comments or on Twitter @rhysgregory!