Why Every Marketing Person Using Paid, Owned & Earned Content Media?
Owned Media: You’re In Control
Owned media
properties and content are anything that you direct and control. As you can see
in the chart above, this includes anything from websites to your own social
media pages.
You can fill
these spaces with any content that you choose to help attract, engage, and
convert your receiving audience into paying customers.
Most marketers
understand the need for some form of owned content on their website, but the
exact mix of what social accounts to use, etc. really depends on where your
audience is.
Since you have
control over the messaging with owned media, it’s an important category to not
only start but grow over time.
Some great ways
to grow opted-in audiences for your owned content include:
- Optimizing
your website for search engines
- Developing a
content marketing campaign (blogs, case studies, etc.)
- Growing your
email subscription lists
- Creating an
engaged community on social media
Paid Media: You Pay For Control
Just as it
sounds, paid properties require money for the opportunity to “play.”
There are tons of
different ways to advertise online — from PPC and paid social, to display, to
paid influencers and native advertising.
Paid media
placements allow you to get in front of a new audience more quickly than
organic strategies but they can only stretch as far as your budget allows.
Much like owned
content, you can use these spaces for lead generation, or content amplification
and awareness, or both. It all depends upon your end goal.
Most of the time,
you are using paid media to pull people into your owned platforms so you can
either continue to market to them or convert them to a sale.
Earned Media: Little to No
Control
Earned media is
any coverage on platforms that you don’t own and you’re not paying for.
This is what was
used to be called public relations but has morphed into so much more with all of
the digital platforms at our disposal today.
Earned media
allows you to get in front of a new audience. But this time you don’t have to
pay for it.
Earned content
could be something as far-reaching as a major publication covering a story
about your brand or it could be something as simple as a customer sharing their
purchase with their friends on social media.
Earned media is a
scalable way to grow while driving down your customer acquisition costs but you
have to monitor it because you don’t have complete control over the message
that’s being shared.
Once you start
thinking about your marketing opportunities, it becomes a lot easier to
prioritize strategies that will help you grow leads and sales.A healthy
marketing plan takes each category into consideration but a great
marketing plan blends them into new strategies that are better together.
Now you have owned, paid, and earned all
working together to grow your presence exponentially. Consider your goals and
the opportunities in your industry.
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Email: bhushanwable@gmail.com
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