Today you will learn about the 3 types of media: owned, earned, and paid!
Wait…there are different types of media?
When you are a marketer, or when you are trying to set up your own marketing strategy, you have to know and understand the difference between these 3 types of media and how to mix and match them to get the perfect combination for success.
Here are the 3 types of media:
1. Owned media (web properties):
When I say owned media is any media that a company owns: such as a blog, a website, or any social media profile managed by that company. It is the content a brand created on their own.
Examples:
- Website
- Blog site
- Mobile site
- Social media profiles
2. Earned media (shared content):
When we mention earned media, we are referring to what your audience is saying about your company, whether it is verbally or digitally. This type of media includes all the comments, content created by others about your brand, mentions, press, blog posts, or whatever is being published by your audience.
Examples:
- Shares
- Mentions
- Reposts
3. Paid media (marketing and advertising):
While paid media is obviously the type of media you pay for, like, commercials on TV, the press you paid for, the radio mentioning your brand because you paid them, digital marketing like pay per click, ads, and paid influencers social media advertising. This type of media is essentially the marketing that you are paying for.
Examples:
- Pay per click (PPC)
- Google Adwords
- Retargeting
- Influencers
- Content promotion
- Social media ads
How should you use these 3 types of media and what is the winning recipe?
- When you combine owned and earned media – it helps you with SEO, sharing, and traffic.
- If you combine earned and paid media – it helps you to encourage your audience to share and engage when you run paid promotions.
- But if you combine paid and owned media – you will gain more exposure with SEO and PPC.
So, in order to have the winning recipe when it comes to your marketing strategy, one that really rewards you with a ton of traffic and client growth, you need to be able to work with all 3 types of media together.
The winning combination is …
Yes! All 3 of them, no shortcuts…
This will allow you to have access to a much wider reach than if you were to only pick one or the other.
What’s your homework?
Try to come up with a plan that creates engaging content through owned media and focus on a target audience with paid media.
If you do this, you can increase the chance of your audience sharing your content because they now like, know, and trust you.
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Author – Pamy Vee
