We use market research, data which the brand sometimes has itself, then we use social listening tools, Google Analytics and other tools to find out what is relevant for this specific audience.” How paid, owned and earned media can support each other “How can paid, owned and earned media support each other?
Well, of course, the content for us as content marketers is a very important thing — it is core — but content alone doesn’t work.
It’s about talking to the right people who have an eye for identifying stories in the organisation and what we quite often do is sending in our editors.
The editor will be sitting together with the comms people and try to hunt down the right stories.” Content marketing and native advertising will converge “One big trend is going to be that there won’t be a distinction between content marketing and native advertising in the sense we had it before.
Taking the example of the Facebook ad you shared to your own Facebook page in the owned media section, that same ad can become a form of paid media if you pay to boost or otherwise promote the post further.
When you pay for a Facebook ad to be promoted, it will appear as sponsored content to individuals who don’t already follow you.These influencers may be celebrities, social media personalities, or other companies that already have a following comprised of the people you want to visit your website and purchase your products or services.Because you are paying for the advertising space or the shout out to your company or product, you almost always will have control about what is said, or at least get to approve the message before it is sent out.For paid media outlets, you may even develop ads for the other individual to use or post, or you will send exactly what you want to be posted to the company or individual you are paying.Paid media online is not much different than paid advertising in magazines or newspapers, it is just done in a digital marketplace now. Your biggest challenge with paid media will be finding the right fit, with the right audience, and the right way to display your products, services and brand to get the best results.It needs the distribution efforts through earned and paid media to be successful.For that probably the most important thing is to have an integrated process in planning and executing such a campaign.But before you decide which is right for you and the campaign you are developing, you’ll need to completely understand what each consists of, how each works, and what kind of results you can expect from each marketing strategy.When you are in control of the website, blog, social media page, or other online platform you’re hoping to use to deliver your marketing message, this would be considered “Owned Media.” It’s your corporate content.It’s really a matter of integrated working together to make it successful otherwise you will fail.For us, as an agency, we believe it’s good to have an integrated set of skills, of talents, of people even sitting together in the same room.