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3 Tips for Effective Content Marketing via Earned, Owned and Paid Media

by Mackenzie Flett on October 18, 2018

In the ever-evolving landscape of content marketing, there are three distinct channels for marketing efforts to be directed, each of which is a crucial component of a successful content marketing program – and each offer their own lead-generation opportunities.

  • Earned Media. Earned Media — which includes both public recognition through word-of-mouth and thought leadership accepted for publication by media outlets — is a powerful tool in this age of constant connection, as the opinion of the public consciousness can make or break any marketing effort.
  • Owned Media. Owned Media — company-run digital and print channels and social media accounts — can serve as an effective way to leverage leads by providing existing clients and prospects with controlled educational content that can help them to determine whether your goals and theirs align.
  • Paid Media. Finally, with a multitude of services offering advertising options to increase exposure to the public eye, Paid Media, such as promoted content and sponsored content positioned in digital and print outlets, offers valuable avenues that marketers can use to acquire new leads by seeking out specific, targeted audiences on a variety of established platforms and actively engaging them with your brand.

Looking for some tips to keep in mind while diving in? Kelsey Meyer of InfluenceAndCo advocates three in particular:

  1. Focus on audience engagement. First off, when it comes to promoted content, keep audience engagement in mind. If a piece of content on its own is getting a ton of clicks, it might be worth looking at promoting it. IAC reported that a promoted tweet generates “111 additional clicks with only $50 in ad spend.”
  2. Promote only leading content. Another good rule of thumb is to only promote within the top 1%-3% of posts with the most engagement recently. After all, there’s no sense in promoting content that doesn’t click with your audience.
  3. Build positive press for your brand. When it comes to spreading the word among the public, the rise of social media has allowed writers and journalists a platform to reach out to you for insights and information regarding your business. When it comes to building accreditation among consumers, there’s nothing better than positive press coverage from reliable sources.

For more wisdom and insights on content marketing success, click here.