Owned, Paid & Earned Media Channels

By Mia Fileman

What are they? And why the heck do you need all three in your marketing mix?

Each of them plays an important role and come together as part of your marketing arsenal.

Balancing paid, earned and owned channels should be part of your marketing strategy to enhance your exposure and build authority.

 

Owned:

Website

Email list

Blog

social media accounts

 

Paid:

Pay-per-click

Display Ads

Retargeting

Paid influencers

Social media ads

Sponsored posts

 

Earned:

Press

User-generated content

Mentions

Shares

Reviews

Reposts

Recommendations

 

Why is a smart mix of these three channels important? Because they each revolve around different touch-points in your customer’s journey.

Owned media gives you great brand control but its hard to scale and it takes a while to build traction organically, so for generating awareness and reach around your brand, we look to paid channels.

Paid channels can get expensive, especially when you’re starting out. They also doesn’t speak to your credibility or authority, so that’s where earned channels step up for the consideration phase of the buyer’s journey.

As your customers arrive at the evaluation stage of the journey, your website and email list may come into play which are owned channels, and when we want to put an offer out there, paid channels are great at converting quickly.

 

Want to learn more? Check out our Tactical Masterclass range and hone your marketing skills with expert guidance from our talented marketing strategists.  

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