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Creating a Fully Integrated Digital Marketing Strategy with Earned, Owned and Paid Media

December 29, 2015

Earned, owned and paid media are all important parts of an overall digital marketing strategy.

What’s the different between Earned, Owned and Paid Media?

Owned Media – owned media tend to be an extension of your brand creating additional ways for people to interact with your brand through social media or your blog for example. This all helps towards you SEO and building upon your domain authority and credibility.

Earned Media – earned media is fairly out of your control. This is what people say about your brand through reviews and on social media. This drives traffic, engagement and reliability within a consumer group. Although this is not the most controlled of environments, if your SEO strategy is planned efficiently, it should allow you to maintain influence over what is being said about your brand.

Paid Media – paid media is a great way to promote your business and any content which you may have written that is relevant to your audience e.g through LinkedIn ads. Paid media drives traffic directly to your website or other owned platforms.

SEO - search engine optimisation - Fifteen

The Role of SEO Amongst Earned, Owned and Paid

A good SEO strategy should combine several elements of the trio. You all know that good SEO helps your site rank higher in the organic search results meaning you gain more relevant traffic to your site.

SEO rests between owned and earned. This is mainly due to the amount of content you can surface as well as the social sharing which is all appealing to the Google Panda algorithm.

PPC - pay per click - Fifteen

Paid and Earned Integration

Integrating paid and earned media has many benefits. We have highlighted some of these below:

  • Paid media can help grow an audience that is more likely to engage as you’re pushing relevant content to your target audience
  • Earned media content can increase interaction with paid efforts
  • Paid media can help promote owned or earned content to the wide market


Planning your digital marketing strategy

When you’re planning your digital marketing strategy, you need to ensure you’re thinking about the overall results you want to achieve and your marketing objectives. We always recommend an integrated approach, however, the amount of resource you may put into each area will vary from business to business.




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