Channels like social media and blogs are extensions of your website, and all three are extensions of your brand as a whole. One of the most common examples of owned media is a website, although blog sites and social media channels are other examples of owned media properties too. Owned media is any web property that you can control and is unique to your brand. Whether it be a blog, info-graphic, video, press release, webinar or e-book, the bottom line is that the content has to be worthwhile in order to receive the value of earned media which is why a great content strategy is also important. When it comes to brand content, interesting, informative content can come in all shapes and sizes. Rankings on the first page of the search engines place your owned media sites and content links in a position to receive higher engagement and shares, which is why a good SEO strategy is crucial. First page rankings and good content are typically the biggest drivers of earned media. One of the most effective driving forces of earned media is usually a combination of strong organic rankings on the Search Engines, and content distributed by the brand. Earned media is essentially online word of mouth, usually seen in the form of ‘viral’ tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites. What good is a website or social media site if no one is seeing or interacting with it? That’s where earned media comes in. If owned media sites are the destination then earned media is the vehicle that helps people get there. Earned, Owned and Paid Media Defined What is Earned Media?Įarned media is publicity or exposure gained from methods other than paid advertising. The illustration above outlines each element’s role and how they work together to form a cohesive marketing mix. Each element is an important part of the whole and all contribute to a complete digital marketing strategy. Think of earned media, owned media and paid media like a tripod. If you’ve been privy to the digital world you may have heard these buzzwords tossed around, but what is the difference between ‘earned’, ‘owned’ and ‘paid’ media and what does it mean for your digital strategy?

Discover the Difference Between Earned Media, Owned Media & Paid Media

Digital media activation