The facts of Earned, Owned and Paid Media is desperate for digital marketing success, most B2B marketers treat them as individual creatures and follow them as autonomous marketing streams. Digital marketing is no longer a single-tactic game. The prominence of a well-proportioned marketing mix can’t be exaggerated. First, let’s discuss a brief overview of each of them – Earned, Owned, and Paid media.
Earned media is when consumers, the print media, and the public share your content, express your brand through word of mouth. In other words, the indications are “earned,” meaning they are voluntarily given by others. One of the most operative driving forces of earned media is usually a joint result of strong organic rankings on the search engines.
Owned media is when you influence a channel you generate and control. This could be your company blog, YouTube station, your web page, or your Facebook page. Even though you don’t strictly own your YouTube station or your Facebook page, you do switch them and don’t have to pay for basic usage. The more owned media you have, the more balances you can spread your brand existence in the digital scope.
Paid media is when you pay to control a third-party channel, such as sponsorships and marketing on third-party sites. Paid media has its place, times have reformed and people have gone beyond responding to promotions and clever advertisements. They are more interested in building relations with brands they trust and they are in search of a connection with those brands regularly.
How to Use Paid Media to Strengthen Your Owned Media
As you have seen before, merging these elements can verify to be really strong in terms of creating and engaging leads. To do so, we have used two platforms LinkedIn and Twitter to do content promotion strategies that we have successfully used to strengthen our owned media.