Content Marketing Strategies to Connect Owned, Earned and Paid Media
Everyone strives for attention and if not everyone, marketers do, they divide their focus on different forms of media for attention. They are divided into three types of media, paid, owned and earned media; each of these types requires different levels of effort, time, reach and scalability. Let’s start by understanding what these media channels mean:
Earned media: A social media site is no good if no one is seeing or interacting with it and this is where earned media comes in picture. Earned media is a mainly online word of mouth which is usually seen in the form of viral tendencies, mentions, shares, reposts, reviews, recommendations and content picking up by any third party sites. One of the most effective ways of driving forces for earned media is a combination of strong organic rankings on search engines and content that is distributed by the brand. Rankings on the first page and good content are typically the biggest drivers. First page rankings of the search engines place your social media sites at a place where they will receive higher engagements and shares, and this is the reason why SEO strategy is very important. Interesting content can come in various forms and shapes whether it is a blog, info-graphic, video, press release, webinar or an e-book. In the end, the content has to be worthwhile to receive the value of earned media and this is why a proper content strategy is also essential.
Owned media: Any media that you can control and is unique to your brand is owned media. One of the best examples of an owned media is a website, blog sites and social media channels. Channels like social media and blogs are just extensions of your website and all these three are extensions of your brand overall. The more owned media you have the more chances of you having to spread out your digital sphere will increase.
Paid Media: Paid media is a great way to promote your content through social media posts, display ads, paid search results, video ads, pop-ups, and other mediums. It is a good way to promote content to drive direct traffic to owned media properties. The pros of paid media are that it gives you constant results; it is easy to track and it is easy to target high customers but it can also be a little expensive as the competition keeps increasing. You can get the ball rolling by paying to promote content; social media sites such as Facebook, Twitter, LinkedIn, and Instagram offer advertising that could help you boost your content and your website. Another way to gain more attention and exposure is to pay influencers to represent your services and your products; this will impact the reach and the acknowledgment.
There are three points to understand how content marketing works with earned, owned and paid media. First, we need to build our audience with owned media, second, we need to grow our audience and drive demand with earned media and third we need to use paid media to help attract, engage and convert. These services are also provided to an individual through different digital marketing agencies in Gurgaon and all across the world.
Content marketing is arguably one of the best ways to build your brand online and at the same time, it is also the most challenging. Don’t be afraid to master one channel before going to the next channel. Each channel has its advantages and disadvantages; so, start with one channel in focus and then move on to the other one. Adapting and learning along the way will help you get a clear picture of what successful results look like.