Earned Media: Is essentially online word of mouth, usually seen in the form of viral tendencies, mentions, shares, reposts, reviews, recommendations or content picked up by 3rd party sites. First page rankings and good content are the biggest and most effective driving forces of earned media which results in strong organic rankings on search engines. When your rankings are on the first page of search engines the search engine places your owned media sites and content links in a position to receive higher engagement and shares. A great SEO strategy is vital. The content can be in the form of an infographic, video, press release, webinar or e-book, etc. To add, regardless of the content type the content needs to be engaging in order to receive the precious earned media.
*Pay Per Click
*Paid Content Promotion
*Social Media Ads
Paid Media: Using the different paid media types is an effective way to promote your content in order to drive earned media and direct traffic to your owned media properties. Advertising on Facebook, Twitter and LinkedIn will boost your content and website. In addition, using retargeting (site and search), Pay Per Click and display ads is cost-efficient, effective and a direct way to attract searchers or people to your owned media sites like your website, to help increase traffic and/or conversions.
*Social Media Channels
Owned Media: The most common owned media you can control is your website which is unique to your company. Blog sites and social media channels are examples of owned media properties. The more owned media you possess , the more chances you have to extend your brand or company presence in the digital realm. Your social media channels, blogs and website are extensions of your brand or company as a whole.
*Earned, paid and owned media should be part of your digital marketing strategy. Each element is important and should work together to form a cohesive marketing mix.
*Propel sharing and engagement with paid promotion
*SEO and brand content drive earned media (sharing) and traffic
*Leverage owned, earned and paid media for a comprehensive marketing strategy
*Gain more exposure to web properties with SEO and PPC