Imagine yourself listening to an amazing song on YouTube. It tells a story that relates back to you and the rhythm is fantastic. You can’t wait to inform everybody about the musical nugget of gold you have uncovered.
After the song finishes, you feel like checking the comments section for some inspirational words about the powerful ballad, but then you notice there are no comments. In fact, there are only 42 views on the video; all of which are probably from the original poster.
So, why is nobody listening to this masterpiece?
Well, it’s much like a blog. Some magnificent posts can be on said blog, but the content is worthless without an audience. You need a solid content promotion strategy to receive recognition – even if your content is awesome.
This post gives a brief overview on the three key elements of a rewarding content promotion strategy.
Before I delve into more detail it’s important to first understand the difference between owned, earned and paid media.
Owned media is all the web properties you are in control of. Generally a company website is the most popular form of owned media, but it also spreads outward to blogs, Facebook, Twitter and other areas of the web.
The best thing about using owned media to promote your content is the fact that users who have ‘liked’, ‘followed’ or otherwise engaged with your content previously are likely to do so again.
Earned media is the best kind of coverage, however it is also the hardest to come by. To ‘earn’ media you must first have a strong owned & paid campaign that gets people talking.
Users spreading your companies message equals earned media. So, when you post a new article and it gets ‘re-tweeted’,'liked’ or passed around the web it means you have earned some media coverage.
Although earned media provides the best results it can also do the complete opposite. As you have no control over this form of marketing it could potentially become negative.
Paid media feeds into owned and creates earned media. Distributing banner ads, paid search results and sponsorships are all forms of paid media.
A pro to paid marketing is the fact that it can reach the broadest spectrum of people. However, a con is that it can be extremely costly and if performed incorrectly can be a waste of both time and money.
Combining These Channels
Individually each of these promotion methods are quite mediocre in terms of success, but when you combine two or more of these mediums the results increase considerably. This is called converged media.
A good example of converged media is the ‘Compare the Market/Meerkat‘ campaign.
The Meerkat adverts have been broadcasted all over the TV for years now – a form of paid media. They’re also hilarious, therefore engaging people to share and talk about them – a form of earned media. Meerkats were then integrated into the company’s website; offering people stuffed Meerkat toys if they switched energy providers through the site – a form of owned media.
This combined media tactic caused Compare the Market to become one of the most popular comparison sites on the web.
Different types of media can flow seamlessly together if executed correctly. The example above displays exactly how a good converged media strategy can do wonders for any business.
Attaining Earned Media
This is a lot easier said than done. It takes time, patience and hard work to accumulate earned media, but it is certainly worth waiting for.
Earned media is the strongest kind of promotion because you are being advertised by a neutral third-party whom has no vested interest or ulterior motive. Meaning they genuinely believe your product or service is worth using. People are much more likely to trust the word of a customer over the word of a marketer.
The best way to gain earned media is by providing a product or service that customers will love. So, how do you do that?
Well, one great way is to ask for and take on feedback. If there is a problem, fix it. If there is room for improvement, improve. Continuously better your business and brand by simply asking customers what they want and then giving it to them.
Don’t Make it all About Money
If you want to attract and retain customers you should definitely consider content marketing as part of your promotional strategy. Content marketing increases your search engine visibility, builds authority and brings in tons of traffic.
Put simply content marketing is the craft of using content to talk to your customers without selling. There’s no pitch, no hard-sell; just information that educates and informs.
The essence of this content strategy is the belief that if we, as businesses, deliver consistent, ongoing valuable information to buyers, they ultimately reward us with their business and loyalty.Source
So, there you have it. A short(ish) introduction to owned, earned & paid media. I hope you enjoyed and gained a little insight that can help you in the near future. Feel free to drop a comment below if you have some cool info on the subject.
*This is a guest article by Torlock*