Paid vs. Owned vs. Earned Media

In thinking about your Los Angeles owned media marketing strategy, you’ve probably seen a few interesting marketing terms in your research, such as paid media and earned media, in addition to owned media. What are the difference between these media types and how do you get the most out of them? We talk about these media types below and the relative advantages of each one.

Owned Media

You probably already know what owned media is, but let’s go over the media type and its uses so you can plan effectively for your Los Angeles owned media marketing strategy. Owned media is basically the content you generate in order to have a substantial online presence. Owned media comes in the form of websites, mobile sites, content for your social media channels, emails, and blog content. Owned media is used to engage viewers and drive traffic to your products and services. Owned media is also the resource you use to gain attention on your social media channels, or in other words to drive your earned media. Owned media is nice in terms of costs because other than hosting costs for any websites, the other delivery methods – such as blogs and email – are free; they just take up time and energy. To really take advantage of owned media, you need to generate rich, quality content geared for search engines, content that your visitors can engage with and share with others.

Paid Media

Paid media is basically paid advertising like Pay Per Click ads, Google Adwords, and social media ads like on Facebook. The nice thing about paid media is that it is often more precise than relying on search engine optimization or social media presence. You can target a market and pay to get in. However, costs can add up fast for this media, so use it wisely.

Earned Media

Earned media is basically when your content is spread via word of mouth. Social media platforms are often targeted for this type of media, since social media offers the possibility of rapid word of mouth travel and viral marketing. The advantage of earned media is that it rarely entails any up-front costs. Like owned media, it just takes time and energy. If your message goes viral, you can generate huge exposure for virtually non-existent costs. Plus, this form of media is the most trusted because the recommendation is coming from a consumer’s friends and family. However, this form of media is more difficult to control and you will have to put some time and energy into it to get your fans invested.

Get the Most Out of Your Marketing Campaign

The best way to go about your Los Angeles owned media marketing strategy is to combine owned media with the other types of media to maximize your effectiveness. Rich, quality owned content is what engages your customers and opens the possibility for earned content exposure. Furthermore, you can use paid media to target weak portions of the market that you might have more trouble breaking into with organic methods. All of the content types reinforce each other, so you want to master all of them to get the most out of your marketing campaign.

If you really want to beat out the competition, why not hire a professional? Each content form has its own set of characteristics and requires a lot of time and energy to keep up with the latest techniques and achieve mastery. Coalition Technologies offers services that cover all three forms of media, and our marketing professionals are among the best talent in the industry. Maximize your Los Angeles owned media marketing strategy with our proven expertise. Give us a call today at 1-888-993-7639 and get your free quote.


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