Earned media through word of mouth and traditional outlets still significantly impacts online traffic and awareness. Content creation is the most effective SEO tactic according to research. An organization can develop a content marketing strategy by understanding audiences, creating a content plan across multiple channels like blogs and videos, pitching to third-party sites and amplifying through social media and paid promotion. This converged approach that intersects earned, owned, and paid media can increase online traffic, engagement, and establish an organization as a thought leader.