Earned Media
Earned media is any content written about you or your business that you haven’t paid for or created yourself. Although a third party always publishes this type of media on channels that you don’t own, like posts on social media. There are ways marketers can position themselves for earned media opportunities. Brands build earned media strategies through PR, digital marketing, and events. Examples of Earned Media.
● Product reviews on YouTube, social media, or blogs.
● A feature in a “roundup” article.
● Online customer reviews.
● Influencers share your content on their social media feed because they like your product.
● Word-of-mouth marketing
● Media publicity/coverage
Benefits of Using Earned Media
The main reason earned media is a benefit is that it costs nothing, so the ROI will always be higher than any other media investment. It’s an organic way of building your credibility and promoting brand awareness that feels more authentic than owned or paid media tactics.
What is Owned Media?
Owned media refers to anything under companies’ direct control, such as websites, newsletters, catalogs, and blogs. Generally speaking, owned marketing content is free, and you can fully control who visits it. That makes it a powerful tool in your content strategy. You have to put budget behind paid, and you can’t control what you earn, but you can always create content with the hope of reaching your audience the organic way.
Examples of Owned Media. ● Website, Blog, App ● Email Marketing ● Social Media ● Forums
Benefits of Using Owned Media.
A benefit of your owned media is that it is totally within your control. Because you are responsible for all content on your owned media, it gives you complete control over the delivered message at no additional cost.
Paid media also gives control of the message being delivered, and earned media doesn’t cost, but only your owned media provides both of those advantages.
What is Paid Media?
Paid media is one-way organizations that can promote their content through sponsored social media posts, display ads, paid search results, video ads, pop-ups, and other promoted multimedia. It may also include traditional advertising like print, radio, and TV ads or billboards. Paid media is an excellent opportunity to expand your brand reach, get more clicks, and generate more traffic. Social Media platforms like Facebook, Twitter, and LinkedIn offer paid media advertising that could potentially help promote your content and website.
Example of Paid Media. ● Paid Social Media ● Search Engine Ads ● Banner Ads ● Native Ads
Benefits of Using Paid Media
Due to the low cost and high reach of advertising online, a small business can build awareness quickly and cost-effectively than some traditional media.
Paid media complements your owned and earned media.
Adwords, keyword incorporation, and advertisements are all part of the PPC advertising formats that work according to your online small business. Ads are affordable and measurable running paid advertising campaigns, letting you target a wider audience.
Test and gain valuable audience insights
Retargeting and retention