Here at Mayvin Training, we often get asked by clients about their content marketing strategies and in particular, whether they should focus their efforts on paid, owned or earned media.
The truth is, as a business owner, you shouldn’t be asking, “which should I focus on?” but instead, “how can I leverage them all to my advantage?” That’s because paid, owned and earned media aren’t mutually exclusive.
In fact, they all complement one another beautifully and the key to a successful content marketing strategy is to adopt a holistic approach that encompasses all three.
Here’s a quick breakdown of each:
This is what most of us refer to as ‘traditional advertising’. Paid campaigns that are shown in print, on TV & Radio, via banner ads and paid search results.
Paid media is ultimately focussed at strangers in an attempt to make them your customers.
This is the content that you own in entirety, including your website, blog posts, whitepapers, eBooks and social media pages.
Owned media is ultimately focussed at individuals who are already your customers in an attempt to engage them further and make them evangelists for your brand.
This is the media that stems from customer engagement and turns your audience into brand advocates. It includes social media comments, mentions, reviews, recommendations and good ol’ word-of-mouth advertising, which is worth its weight in gold.
Earned media is the result of all your hard work and comes from your super fans – the people who recommend your business without prompting.
It’s your paid campaigns that serve to attract new customers; your owned media that engages those customers and turns them into super fans; and the earned media that is the ultimate reward for all your hard work.
Hopefully now you can see how all three work in unison to boost your brand’s presence and should no longer try and focus on them individually. Integration really is the best approach.
Next week, we’ll be publishing a very specific post on how retail businesses should be leveraging the increased customer numbers over the festive period.
Be sure not to miss out by keeping an eye on our buzzing Facebook channel.