Content marketing encompasses a whole lot of strategies. However, none of these strategies can be employed without properly defining under what media they fall. In this article, we are going to be discussing what earned media, owned media and paid media is. The differences and when you should use each.
Earned media refers to the online word of mouth which you have gotten due to a combination of factors including; Search Engine Optimization, Press Releases and Mentions, Customer Reviews etc. Earning media today has become easier as a result of the rise in the use of social media sites eg, Instagram, Twitter, Facebook. Also, question and answer platforms like Quora make it super easy for you to earn mentions for your brand or content. Earned media comes as a result of voluntary placements of your brand by owners of these media. It can also come as a result of recent viral content. Earned media cannot be controlled, as it is not owned by your brand and it is usually more trusted, especially when it comes to reviews.
As the name goes, owned media is “your-own-media”. This are the platforms you are fully in control of. They could be blogs, social media accounts, website landing pages, etc. Here, you create your own content and communicate clearly the message of your brand, content or company. Owned media is driven by content and community.
Content: Owned media is used to transfer information directly to the consumers about the brand.
Community: While the brand is communicating with the consumers, a network of people who eventually become loyal to the brand is formed.
Today, there is a lot of content out there and you need help in putting your content at the forefront of your consumers. How then do you do this? Simply by advertising! Paid media is using paid-for platforms that you do not own to push your brand to your audience. In essence, you do not own these platforms and only use them as a means of advertising to your audience. Example is using social media sites, facebook and twitter to advertise, or paying up influencers with a lot of following on social media. Also, search engine advertisements, television, radio & newspaper advertisements, sponsored posts on blog sites fall in this category. Paid media has the most reach among the three media types, which should be obvious, as that is the reason why you are paying for it.
How does earned media, paid media and owned media work?
When you have your own media platform, (owned media), and you pay other media platforms (paid media) to advertise your content, some other media platforms (earned media) may decide that their audience would be interested in what you are offering.
The three go hand in hand, and it is advisable that you use each of them for effective digital marketing.