This document outlines a content strategy that utilizes paid, owned, and earned media in a converged way. It recommends identifying existing content, collaborating internally and externally to develop new content, and balancing different media types. The strategy establishes an "inner media company" to create and deliver a consistent narrative across channels. By merging different media like advertising, websites, and social media, the strategy aims to reach customers seamlessly across devices and messages. It provides a framework for planning, creating, executing, and analyzing content to make a brand a prolific, relevant, and omnipresent content producer.