Discover the examples of paid media, as well as earned and owned media. If you start dealing with the modern digital world, these terms appear quite often. We are going to see how they can be used in your digital strategy.
Every element of media plays an essential part of the whole process and impacts the final outcome of your digital marketing campaign. You will find the definition of all the mentioned elements, their roles and the way they mix in the marketing world.
Earned Media Overview
Earned media is all the publicity which a company has gained from various methods other than the paid ad. You can create a site/blog/social platform, but it is useless if your audience does not interact with you and do not read your daily posts. To solve the issue, you need to refer to earned media. It is a so-called social word of mouth. You can recognize earned media in forms of viral trends, social mentions, reviews, shares, reposts, and recommendations written by third parties. The goal of earned media is to boost your organic rankings on the top search engines.
Your goal is to see your company on the top ranking list. You have to work hard to make search engines place your corporate site in the first place. That is why SEO skills are crucial for receiving much higher engagement. Make sure that you generate informative and unique content to attract your audience. There are many ways to do it: a blog, video content, info graphics, press releases, e-books, webinars, etc.
Owned Media Overview
All owned media is fully controlled by the company. Such web property belongs exclusively to your brand. The best example is your corporate site/blog/social media channels. They represent your business, extend your brand recognition and online presence in the digital sphere. If you want to gain better ranking you need to master the art of SEO writing.
Paid Media Overview
The definition of paid media is obvious. We speak about all marketing methods your company pays for on a regular basis. The goal is to promote online content for better driving earned media and direct traffic to owned media resources. Every company needs to have enough budget to promote content and create more exposure. Many marketers use social media platforms that offer interesting deals for paid media ads. It is an efficient way to boost your online presence and reputation. Another example of paid media is cooperation with paid influencers who can promote your products/services. It is recommended to use retargeting, display ads, and pay per click to drive searchers to your site.
Key Advantages To Use Three Elements of Media
All three media elements (owned, earned, paid) media are essential for building a professional digital media campaign. Every marketer has to decide where to allocate the maximum of a corporation’s resources to make the brand well-known worldwide.
Never ignore owned media websites, as they work as the extension of your brand. It is a way to create extra avenues for your audience and encourage interactions about your brand and products. Make sure you keep up with the maintenance.
Earned media is specific and a bit difficult to control. It is the equivalent of word of mouth. By investing time in this media type, you have all the chances to drive more traffic and create positive emotions around your brand. SEO is the best helper in your case.
Paid media is one of the best ways for promoting new content, generating the maximum earned media, and driving organic traffic to media properties owned by your company.
