Digital media is all the content we consume online via mobile devices, tablets, and computers. It includes everything from articles, videos, podcasts, and music to virtual reality and digital art.
With the help of digital media, people from all walks of life can share ideas and knowledge. It also allows them to maintain friendships across time and distance.
Paid Media
Paid media is any form of marketing that a brand pays to promote its content or messaging, including traditional channels like radio, television, and print ads as well as digital options such as social media advertising, search engine marketing, and billboards.
While a significant investment, paid media can have an incredible impact and generate high ROI when implemented correctly.
The ability to target audiences based on their interests and behavior has become one of the most important features of modern paid media platforms for Content Creator. This means that brands can reach people when they’re most likely to respond and be able to measure the effectiveness of their campaigns.
This data makes it easy for brands to review a campaign’s performance and identify areas of improvement. It also helps to communicate the results to the business’s leadership team and demonstrate the value of the work.
Paid media can also help bridge the gap between a brand’s launch and earned media coverage, which often requires time to generate momentum. It offers brand teams the opportunity to use a data-driven approach and take full control of their content strategy, which can be especially important in building trust with customers and potential clients.
Earned Media
Earned Media is any form of publicity a business or person receives without paying for it. This can be from a magazine article, a TV segment or even product reviews.
Earned media is a key marketing strategy because it can lead to word of mouth from your customers and stakeholders. It is also a more credible form of advertising than paid media.
It can be acquired through good SEO and content strategies. It can also come from a combination of good PR practices, such as reaching out to influencers and bloggers that promote your brand.
Consumers say that earned media is the biggest driver of action when it comes to online product discovery and buying decisions. In fact, 30% of US consumers said a positive news article or blog would influence their decision-making process.
This type of media can be hard to gain, but it is highly influential and can have a long-term impact on your brand. Often, these articles or blogs are retweeted or shared by their followers, creating organic traffic and engagement for your brand.
It’s a form of digital marketing that is free and can be controlled through good SEO and content strategies. It can help a brand rank on the first page of Google, which increases their visibility and engagement.
Owned Media
Owned media refers to the digital content a brand owns and controls. It includes websites, blogs, social media profiles and email lists.
Companies use these platforms to communicate with potential customers, build brand awareness and distribute marketing materials. It can also help create relationships with customers and increase customer retention.
Unlike paid and earned media, owned media is free to use and does not require a large budget. This makes it a cost-effective strategy that can be used to attract new customers and build long-term relationships with existing ones.
Another key advantage of owned media is that it allows you to address each stage of the buyer’s journey. For example, a blog can address the awareness stage while a newsletter can help in the consideration stage.
A blog can also be a great way to signal to search engines that you have content that’s worth ranking for. This helps in SEO, which is an important factor in driving traffic to your site.
In order to get the most out of your own content, you need to establish a comprehensive and scalable plan that aligns with your goals. This requires a clear understanding of your target audience, as well as your competition’s strategies and results. Once this is achieved, you can begin to implement your own owned media marketing strategy.