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Own, paid and earned media: what are they and how can we capitalize on them?

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Own, paid and earned media: what are they and how can we capitalize on them?

Choosing the right channels is one of the concerns of those who are in the process of defining their Compliance Directors Email Lists strategy. It is necessary to know the earned media, paid media and owned media (known as own, paid and earned media, in Spanish) to be able to successfully face this task.

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list_altIndex of contents
Own, paid and earned media: what is owned media
Own, paid and earned media: what is paid media
Own, paid and earned media: what is earned media
How to Capitalize Own, Paid, and Earned Media in an Inbound Strategy
When considering the choice of channels, we find that there are different types. These means of communication can be classified under different prisms, one of them being the origin.

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In any marketing strategy, you must be clear about the tactic that we will use in each of these channels and understand how they talk to each other . That will help us achieve the results we seek.

Although there are offline and online media, in this post we will focus on online media. However, if you also have offline contact media or channels, then you should consider them, and combine both , so that your Forex Email List strategy is complete.

Own, paid and earned media: what is owned media
Owned media is how own media / channels are known . They are, as its name says, the means that your company or brand has and that you can control to your liking. In this group we find, among others,:

Your website: you may have more than one, for example, a corporate website, and, if you have brands, it could happen that you have different websites for each brand. It is you who decides what and when is published in these media.
Your content channel : for example, it can be a blog or your YouTube channel. In this channel you have information created internally or with external collaborators who write or publish videos, in accordance with the editorial calendar that you have determined yourself.
Your social media accounts : Instagram, Facebook, Twitter or TikTok, as well as the rest of the social communication channels, remain within your owned media. Even though you may have, at times, third-party participation (in comments, for example), it is still you who decides what stays and what goes.
If you are more clear about what owned media is, you can imagine that an important point to consider in your own channels is that each one has a goal . Otherwise, you will feel lost when it comes to focusing the efforts you make.

I recommend using SMART goals :

Specific : you have to set a specific goal, know exactly what you want to achieve with each of your own channels.
Measurable : your objective must be measurable, to be able to measure with data if you are achieving the expected result or not.
Attainable : the goal has to be “achievable”, the goal you assign to your own channels should be difficult, but not impossible to achieve.
Relevant : a relevant objective for your company must have a reason for being.
Time-bound : your goal would need to be associated with a deadline. So that you are not eternally seeking to achieve that goal, you must put it in a time frame to evaluate.
SMART _-_ Post

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An example that will help you understand what is owned media
Talking about owned, paid and earned media can seem abstract . Therefore, in addition to delving into the meaning of each one, while explaining what owned media is, I would like to propose an example.

Let’s say you have a pet toy company that we’ll call Inbound Pets. You do not sell to the end customer, but all your sale is done through retailers. This allows you to focus on having the best products without the “headache” of selling one by one. You have two important brands, one for Inguaund dogs and the other for Miaunbound cats.

What would your own means be?

Inbound Pets website with a blog of trends, good practices and success stories in the pet industry.
Inguaund website with a blog for dog lovers.
Miaunbound website with a blog for cat lovers.
Instagram, Facebook and YouTube channel accounts for each brand (but not for Inbound Pets).
Inbound Pets LinkedIn account.
By reading this, you can already get an idea of ​​the general objective pursued by each of these channels.

Inbound Pets channels are clearly focused on wholesaling. The content will focus on the stores that sell your products and, in relation to it, you can set a goal for the number of leads generated through the website and LinkedIn channel each month.

Brand channels will seek to reach the end user (even when you do not sell to them directly) because you know that they will look for you in the stores where they sell your products.

With that in mind, you can set scope objectives and also records that you can keep loyal and informed about your offer.

Own, paid and earned media: what is paid media
The paid media and channels will be all those that remind you of the phrase popularized in the cinema: “Show me the money”. They are the means that do not work without direct investment.

In this group we could classify all the paid ads that you make on Google, Facebook, Instagram, as well as any type of medium that you are paying to obtain some type of visibility, for example, paying influencers to promote your brand.

Because payment channels have an “immediate” result , since you do not have to wait long to see their results, many times a large percentage of the total investment in media goes to them.

But do not forget that these media are like a car. If you don’t put fuel on them, they’ll stop riding. Unlike your own channels, which are more like a ship, once they gain momentum it is quite difficult to stop them.

An example that will help you understand what paid media is
For the case of our Inbound Pets example, you have two focuses on paid channels:

Paid campaign on LinkedIn to bring potential buyers of your products (the purchasing manager of a pet store, for example) to your website.
Campaigns on Google and Facebook / Instagram to bring visitors (end customers) to your brand pages and generate brand awareness. They also serve to communicate product launches through these channels.
Own, paid and earned media: what is earned media
Now that you know what owned media is and which channels are considered paid media, you need to find out what earned media and channels consist of.

We could also call this group “deserved channels” as they are a bit more out of your control. These are all those that refer to your company or brand without you having asked or paid them for it. In short, you get to appear because … you’ve earned it!

In this group we can find:

The reviews people leave of your products (hopefully good!).
The posts shared on social networks.
The references they make to your content channel or brand, etc.
If you do a little more research, you will notice that they sometimes differentiate between “shared media” and “earned media” to distinguish what is shared from what is actually earned . Personally, I think that any type of shared content is something that you have earned, so I prefer to leave it here. The internal analysis will also be easier for you.

An example that will help you understand what earned media is
Going back to our Inbound Pets example, what could earned media be?

All the publications that your followers share on their social networks, the reviews they make of your products on the retailers’ websites and even the videos that a fan posts on their YouTube channel to promote any of the products you offer, simply because he liked them.

As you can imagine, the way to get earned media is:

Generating quality content worthy of being shared or referenced.
Having products or services with which your customers and users are comfortable and loyal.
With good after-sales service.
You will see that people are more likely to leave bad reviews than good reviews, so you must be very careful to stop the negative “earned media”.

How to Capitalize Own, Paid, and Earned Media in an Inbound Strategy
Now that you understand what owned media, paid media, and earned media are, it’s worth asking yourself if these same channels converse with each other or function as silos .

Like everything in the inbound world, we are not interested in silos, and we see that these three channels can converse. Sometimes they will do it without you wanting it, spontaneously , and other times we will have to be the ones who make them talk.

If we think of the three channels as a Venn diagram, we will find 4 intersections that are seen in the following graph: A, B, C and the central intersection of the 3 circles that we will leave for last.

own means, paid and earned

We are seeing it part by part.

The intersection A: how do your own media and channels talk with the deserved or earned media?
The best way to make both worlds talk is by generating quality content, which allows you to have great authority in the matter you are dealing with and, therefore, allow the brand to be seen as a benchmark in this matter. This way you will become worthy of these means.

The way to achieve this begins by applying an initial strategy in its own channels where reference is made to other authorities on the subject being discussed (obviously, other than direct competition). If you do so, chances are they will return the favor.

In our example, you could generate content by talking positively about one of the stores where your products are sold (especially if it is the most important store for you).

The intersection B: how does your paid channel talk to your own channel?
The connection between media in this case will clearly depend on how you organize your paid campaigns . The recommendation is that you try, as far as possible, to take the visits to your own channels and obtain the information from there. This could be achieved by offering downloadable content or inviting to subscribe to your blog’s newsletter.

If you do this, you will be empowering your own channels through payment channels and, over time, you can reduce your investment in payment channels by obtaining a greater return on your owned media.

The intersection C: how does your paid channel talk to the earned channels?
At this point, a strategy that you can use and that gives good results is to use payment channels to promote topics of interest to your potential earned media.

This will require that you have certain objective channels that you would like to talk about your brands and try to promote those things that you think might interest them. A good segmentation of these campaigns is going to be very important to achieve the objective you set for yourself.

If you manage to advance step by step, you will be able to reach the intersection of the three circles. This is where you want to go, since, at that point, the channels enhance each other . Reaching this goal means that you can have a well-focused marketing strategy in each of the different types of channels (owned, paid and earned media ) and that your plan will go smoothly, as long as you observe the precaution of trying to capture the value. , at all times, from your own means.

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