Last year, I taught a module on content marketing around the PESO model (Paid, Earned, Shared, and Owned media). Matt Bailey asked me to include more content about influencers in this year’s module; I joked that it might take me all morning to come up with a new acronym. He shot back, “Can you adapt it to a DIRHAM model instead of PESO?”
That’s when I had an epiphany: Buried beneath our banter was a strategic insight.
Publishing great content used to be enough. Write something valuable, post it, and trust that search engines, social feeds, and…
