The Value of Earned, Owned and Paid Media

art

Promoting your brand on any level, is a great thing. Traditional marketing methods are generally focused around brand recognition and awareness. Hearing or seeing your brand over and over again can keep you top of mind when your product or service is needed.

Earned Media: What others say about you. Brand presence without paid advertisement.

 

  • Facebook Likes and Shares
  • Twitter RTs and Mentions
  • Pins/Repins from Pinterest
  • LinkedIn Endorsements
  • +1’s from Google Plus
  • Inbound links to your website from other domains
  • Reviews on 3rd party websites like Yelp and Google +
  • PR

Earned media can be viewed as the most valuable of all. Essentially, its a 3rd party endorsement of your brand or message. This carries more weight than a paid advertisement. Imagine standing in a room and telling everyone how wonderful your company is. Now image one of your clients telling everyone how wonderful your company is. BIG DIFFERENCE. Earned media adds credibility to your brand. In fact, many search engines, like Bing and Google take your credibility into account when determining what placement you’ll receive in their search engines. Often times, search results will be “optimized” based on what others like and recommend.

Owned Media: The message you control.

  • Website/Blog/Content Marketing
  • Mobile Apps
  • Social Media: Twitter, Facebook, LinkedIn, Google Plus, Pinterest, etc.
  • Newsletters/Emails
  • Organic SEO
  • Speaking Engagements/Workshops/Community Relations
  • Collateral Material/Sales/Media Kits

Owned media is any message about your brand that you control. Owned media is most often referred to as content marketing. This media can be valuable to a brand because it engages customers and cultivates relationships.  Owned media can provide long term growth benefits, without the higher cost of paid media. The downside is, it takes time to scale.

Paid Media: Visibility you pay for.

  • Print ads
  • Sponsorships
  • Paid Search (PPC)
  • Paid media placement (infomercial, advertorial, etc)
  • Traditional advertising/marketing: (TV, Radio, Print, etc)

When it comes to paid media, the biggest benefit can be it’s immediacy. You don’t have to earn your spot, you just have to pay for it. Over the years, the value of paid media has declined with lower response rates and clutter.

Mix up Your Media

Ultimately, this trilogy of media works best when combined. Combining owned, earned and paid media expands your reach. Next time you think about increasing your visibility or reach, don’t settle on just one tactic, like blogging. Think about the value each media brings and learn how to combine them.

Share small business news, blogs and social media tips with Project Eve’s community of small business owners and entrepreneurs today. Our contributors come from a wide range of backgrounds; so whether you are a small business owner, social media strategist, financial adviser, serial entrepreneur, or write an amateur blog we urge you to contribute a blog to our 500,000+ community today. For more information, please refer to our Content Submissions Guidelines.

Add a Blog

26 COMMENTS

  1. Hello, i feel that i saw you visited my site thus i came to return the choose?.I am trying to in finding issues to improve my web site!I assume its adequate to use some of your concepts!!

  2. 791512 66085Any person several opportune pieces, it comes surely, as properly as you bring in crave of various the many other types of hikers close to you with hard part your question. pre owned awnings 218340

  3. 237623 302613Hi there, just became aware of your blog by means of Google, and located that its genuinely informative. Im gonna watch out for brussels. Ill be grateful should you continue this in future. Many individuals will likely be benefited from your writing. Cheers! 64589

  4. 794981 550303Excellent weblog here! Also your web site loads up quick! What host are you employing? Can I get your affiliate link to your host? I wish my web site loaded up as fast as yours lol 48416

  5. 217610 514278I discovered your weblog site on google and check some of your early posts. Continue to keep up the very good operate. I just additional up your RSS feed to my MSN News Reader. Seeking forward to reading more from you later on! 274600

  6. 163936 983163brilliantly insightful post. If only it was as simple to implement some of the solutions as it was to read and nod my head at each of your points 531284

  7. 722600 430247Have you noticed the news has changed its approach recently? What used to neve be brought up or discussed has changed. It is that time to chagnge our stance on this though. 682241

  8. 843993 15836Yesterday, while I was at work, my cousin stole my iphone and tested to see if it can survive a 30 foot drop, just so she can be a youtube sensation. My apple ipad is now destroyed and she has 83 views. I know this is entirely off topic but I had to share it with someone! 884965

  9. When I originally commented I clicked the “Notify me when new comments are added” checkbox and now each time a comment is added I get several emails with the same comment. Is there any way you can remove people from that service? Thank you!

  10. 182279 294737Thank you for the auspicious writeup. It in fact was a amusement account it. Appear advanced to more added agreeable from you! Even so, how could we communicate? 962206

LEAVE A REPLY

Please enter your comment!
Please enter your name here