Your content marketing strategy is the lifeline of your business in today’s digital world. Diversifying your media exposure can help you reach a wider audience and build your brand through different channels.
Earned media is essential. What’s the difference, and why is content made so important? Understanding the differences between these two media types is necessary because they work together and can be leveraged in many ways.
What is Paid Marketing?
Let’s begin with paid marketing. You pay for marketing and advertising! This includes paid advertising, social media ads, and paid content. It also has paid influencers.
This type of marketing has the advantage of being easily measurable, so you can easily measure your campaign’s success and the return on investment. This is a great way to focus on a particular niche or market.
Renting is one of the disadvantages. After your payment for a campaign, an ad, or whatever else you’re using expires, the paid marketing is no longer available. In that respect, you are limited to the amount of marketing dollars that can be spent.
What is Owned Marketing?
Owned marketing includes media you have created and own for your company or brand. Owned marketing includes your website, mobile sites, social media accounts (Twitter, Facebook, LinkedIn, YouTube, and others), blogs, podcasts, or other content.
This type of marketing is versatile and low-cost. This type of marketing can also strengthen relationships with customers. This type of marketing is more challenging to measure, but it can be an excellent way to build customer relationships.
What is Earned marketing?
Earned Marketing is the promotion you receive through endorsements or sharing by others. Media made by influencers or customers can include things like reviews, mentions, comments, etc.
Why is it so important? Earned marketing is when your customers or influencers act as a distribution channel for your brand. This is important because reached marketing is authentic and unique, relevant, and directed in an engaging way due to the implied endorsement by the customer or influencer. It is a great way to increase sales.
Imagine this: If your owned marketing (say, your website) is the intended destination for your target market (for conversion, purchase or lead generation), then earned marketing is the avenue to drive traffic to that owned marketing. Earned marketing can drive traffic to your own marketing.
Earned marketing has one major drawback: you cannot control it. It is possible to suffer negative brand exposure from unhappy customers via the same channels where you receive positive reviews and shares. It is also difficult to measure. It is difficult to measure success.
How Paid, Owned, and Earned Media Work Together
The best marketing plans cover all bases. There is a certain complementarity between earned, owned, and paid media. Together, they can maximize their impact. They overlap. When you have a successful campaign, for example, you can increase the chances of sharing and promotion through earned media marketing simply by increasing the volume of your campaign and its effectiveness. Earned media can help you engage influencers and increase your own media’s success. You will increase traffic, take advantage of SEO, and increase brand awareness. Paid media can also help your owned media drive traffic through SEO and PPC.
Why is it so important?
We’ve benefited from the evolution of the digital marketplace by having access to information faster and easier than ever. This convenience and ease of access comes with a problem: a surge in information. Not all information that reaches your audience is important. Influencers, and fans of your brand, can act as filters for your audience. Your target market has already evaluated you.
Earned media also allows you to reach a larger audience. You’re reaching out to your customers and their families, friends, and followers.
How to Earn Media
You rely on others’ decisions to guide your earned marketing strategy. Take steps to influence these decisions. It takes some extra planning and work but is well worth it. You will miss out if you don’t use an earned media strategy to share your content.
