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Building a Content Strategy for the Big Three: Owned, Earned, and Paid Media

By May 5, 2020 May 21st, 2020 Entrepreneur, Marketing

What is your content marketing strategy? Do you know what that is and why it’s the most effective way to gain new leads?

How are you getting your brand, message, and services out to the world? What platforms are you using for your company? Are they producing effective results?

Or, do you want to see better results?

When it comes to effective marketing strategies, you need to know about the three types of media that make an impact on your brand reputation and image.

These three media types also are necessary for a successful marketing strategy.

Let’s take a quick look at them…

Owned Media

Owned media is defined as any media you directly own and control. This may include your own blog, website, social media channels, emails, newsletters, etc.

Earned Media

Earned media is any press, shares, or mentions from third parties — including websites, blogs, social media accounts, newspapers, etc.

Paid Media

Paid advertising and promotion include display ads, pay-per-click, social ads, retargeting, influencers, sponsorship, etc.

And in the marketing world, there is a sweet spot when it comes to supporting your sales funnel.

The best way to generate leads and traffic is to use all three of these media together. Then you’ll truly have a powerful strategy in your hands.

But what exactly do owned, earned, and paid media do for a company? Let’s take a closer look…

Owned Media

Using owned media will demonstrate your company’s ability to demonstrate authority. This will help you become more trustworthy in your industry, allowing you to build a positive reputation. Owned media also gives you an outlet to broadcast your messaging points in your voice, brand, and platforms that people follow.

Creating blogs, social media accounts, and newsletters are easier to do by yourself, but maintaining them, creating content, and posting or sending them can be a whole different battle!

Even though it’s your company’s content, think about hiring someone to maintain your owned media channels. It’s surprising how a person from outside of your business can capture your voice, ideas, and strategy so quickly! This person, or team, will also dedicate enough time to your owned media content — not rushing anything to lower the quality. Lucky for you, that gives you more time to work on other pressing needs!

Earned Media

Earned media is beneficial to your sales funnel because your content and brand are amplified by third parties. When other people pick up stories, ideas, or features on your brand, it gives you credibility. It also helps cultivate your relationships with influencers and the press, which only increases your credibility as more people talk about your company.

But being labeled as a “credible” business doesn’t come easy, and it’s difficult to gain that acknowledgment by yourself. Being dependable, trustworthy, and honest are some of the most important things that an audience wants to see in businesses. 

Because these ideals are significant for customers, many companies invest in professionals to help get their name out to the public. If you hire experts in earned media, they know the ins and outs of building relationships with third parties — allowing you to sit back and work on other pieces of your marketing strategy.

Paid Media

When you dip into paid media, you have the opportunity to broaden your reach — increasing visibility and engagement for your company. Yes, it can be an investment, but you gain a lot of control over how you want to spend and where you want to be seen by an audience that needs your products or services.

Paid media also allows you to test the audience. If the original target audience isn’t responding to your ads as predicted, you can shift the demographics to get better results.

Adding paid media to your marketing strategy can be one of the best ways to extend your visibility and reach. And even though it is a monetary investment, paid media is also a time investment. There are experts that handle paid media advertising that constantly tweak the back-end with demographics and audience reach, giving you the best results. To make the most of your marketing strategy, time and money, consider hiring an expert so they can create the best plan for you.

Each of these three types of media have their own benefits, and using them together gives you the ultimate marketing strategy. But keep in mind that you want all three if you really want to get the desired results, which include building credibility and trustworthiness, increasing the number of leads, and broadening the reach of your content.

Earned and paid media are useless if you don’t have any content of your own. Why lead someone to an outdated social media page or a blog with only two posts? Those aren’t credible.

And owned media by itself isn’t helpful because people are less likely to see it unless they’re already following your pages. You need earned and paid media strategies to generate traffic and results. But with paid advertising, you want to make sure you’re doing it right — especially to get the results you’re hoping for.

There are a handful of factors that come into play when you use owned, earned, and paid media. You can do it to build your marketing campaigns but they do take time and strategy.

If you want to make it even easier on yourself, then let the experts take care of it for you, so you can gain more time to work on tasks that only you can do.

The Centr’s team of strategists and specialists work with you directly to ensure your advertising captures your company’s vision and services perfectly, all while testing and making sure you get the best possible results.

Why spend extra time trying to figure out the next marketing steps by yourself, especially when you could see improved results within the same amount of time?

Our team is ready to start a new marketing strategy for you! Contact us today to get started.

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