Owned, Earned, and Paid Content: The Digital Marketing Trifecta
Most marketers are familiar with owned, earned, and paid media. Owned media refers to the content that your business creates: it’s original and proprietary. Earned media is exposure that you’ve “earned” when others engage with your content or share it with others for you (formerly confined to PR.) Finally, paid media is just another name for ads.
While the type of content that falls within each of these buckets has changed a lot over the past decade or so, the value of having a marketing plan with plenty of owned, earned, and paid media stands the test of time. A well-rounded marketing plan needs all three types of media.
What is the Value of a Well-Rounded Media Plan?
In the digital world, a media plan with lots of complementary parts creates momentum. When a company develops owned, earned, and paid media, each part becomes more robust and produces better ROI.
For example, owned media, such as a blog or LinkedIn article, can drive engagement and shares on social media (earned media) and can be the content that drives clicks on paid ads.
This means that it’s not enough to have just a good website or just good ads. You need owned, earned, and paid content to work together to get the best results and the highest ROI for your marketing efforts.
The Owned, Earned, Paid Checklist
If you’re not sure what is included in owned, earned, or paid media, we’ve created this handy-dandy list to help you out.
Want Help Rounding Out Your Content Marketing Program?
If your digital or content marketing program seems to be falling flat, you may need to work on creating a better balance among owned, earned, and paid media. Cup O Content can help. Contact us today to find out if our services can help your company caffeinate your digital marketing.
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