Whether they’re working on a paid social media campaign, crafting copy for a website, or landing coverage in a magazine or blog, many marketing managers share one goal: to raise brand awareness. However, with multiple team members creating countless content assets across several digital channels, processes can get hectic — and inefficient — quickly.
An effective marketing operation requires that everyone on the team takes a holistic view of how media tactics work together. Media tactics fall into three main buckets:
- Paid: Media that a marketer pays for, such as display advertising, pay per click (PPC), paid influencers, and retargeting.
- Owned: Media from owned properties such as websites, mobile apps, email, and social media platforms.
- Earned: Shares or mentions outside of owned channels, such as blog links, news articles, and customer testimonials (negative reviews included).
Most organizations leverage media in all three categories, and each channel often correlates with the responsibilities of different roles and teams. Some channels, like social media, influencer marketing, and content, may intersect with all three buckets.
When team members are aligned on the interplay between paid, earned, and owned media, they can work to tell a cohesive, consistent story across multiple channels. At the same time, they can optimize their contributions independently by thinking about how their work impacts the rest of the organization.
Juggling so many channels and developing a strategy that includes owned, paid, and earned media can be daunting. It requires organization — and that’s where the Paid, Owned, and Earned Media Framework, one of many tools you can use to organize your marketing efforts, comes in.
This framework provides a roadmap for considering media options and choosing which tactics to pursue. Leverage it to:
- Understand and assess the value of different channels for your brand.
- Organize how you utilize these channels.
- Evaluate how different channels amplify one another.
- Get a better understanding of your colleagues’ roles.
- Align teams across media tactics to create a converged campaign.
Let’s take a deeper dive into the three types of media.