Seattle Social Media Tips: Paid, Owned, & Earned Marketing

Digital marketing is quickly becoming one of the most important outlets for businesses that want to grow themselves, but most users don’t understand the differences between various types of online marketing except that some are free and some are not. Understanding various types of media is important for Seattle businesses that want to promote themselves in a digital setting, mainly because understanding means that you can use it to create strategies that work.

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What is Paid Media

Paid marketing includes most basic paid advertisements including PPC, banner ads, and paid coverage such as a paid blog or article on a popular website.

What is Earned Media

Earned media is media or marketing material that you earn without paying for. Examples include press release coverage, coverage in a local newspaper, unpaid coverage or reviews on blogs, and user shares. Earned media is often accomplished by sharing valuable information and data, such as infographics and videos, doing something noteworthy, or reaching a press worthy milestone. Earned media also includes partnerships, offering free content in exchange for a review, and generally any sort of PR efforts.

Owned Media

Owned media is the least important of these three, but still important for digital marketing. Owned media includes any media content or hype created by the company for the company. For example, a blog posted on the business website is a great example of owned media.

How to Use Them

While the ideal for almost any business would be to create a great deal of earned media through viral content, the truth is that it is rarely that simple. For example, earned media is usually either paid or owned media, which may confuse you at first until you realize that you have to create content that is either yours or have someone else create it for you.  The most common reasons that content goes viral is social sharing, which also means that you have to first get users to see it. Essentially, unless you already have a fairly large number of visitors to your company blog or YouTube channel, then paid media in the form of posting your content elsewhere, or paying for advertisements, is the best way to go to create earned media.

So earned media, which is created from shares and interest in your topics, is typically generated from paid media. The result is a marketing strategy that should include both paid and owned media options, both with the intention of created earned media through shares and additional coverage.

Any good local social media strategy will include paid and owned media with a marketing strategy for creating earned media. If you want to make it happen for your business, you need a Seattle social media company that knows how to work with all three to create results. Hybrid campaigns are the most successful option, and also the most logical. Companies ranging from General Motors to Orange are taking advantage of campaigns that maximize the use of every type of media, and you should be to.

Contact us to find out more.

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