While owned, earned and paid media can exist independently of one another, for a digital communications campaign to be at its most effective, all three need to work together. Our Spring³ Digital Content Framework leverages owned, earned and paid to achieve a fully-integrated digital marketing strategy for our clients.
Earned media is exactly what it implies… publicity you don’t own, or haven’t paid for. Reviews, shares, comments, and editorials all fall under this — essentially online ‘word of mouth’. By gaining strong earned media through positive mentions and interviews in the media, you help strengthen your earned media, and establish yourself as a thought leader in your field. However, whether it is your blog or infographic, webinar or ebook, the content has to be worthwhile and informative to garner valuable earned attention. Hence why an effective digital PR strategy is so important.
Paid media can promote content to drive earned media, as well as direct traffic to your owned media properties. The likes of Google AdWords, social media ads, paid influencers and native advertising can help build sales, grow your brand and increase engagement. With native advertising, backlinks are also a key element of a successful SEO campaign.
Owned is unique to your brand — social media platforms, website, white papers, blogs, infographics and case studies. Most consumers now conduct online product research before even stepping foot in a store. Companies need to continually update and amplify their digital platforms, delivering fresh content relevant to their audiences.
The Spring³ Digital Framework takes all three tactics — owned, earned and paid — and utilises them in partnership with one another. To get your digital content strategy, DOWNLOAD OUR EBOOK HERE