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The Difference Between

PAID, OWNED AND EARNED MEDIA

Make the most of your inbound marketing campaign by learning about the differences between paid media, owned media and earned media.

PAID, OWNED AND EARNED MEDIAThe Three Elements of Successful Inbound Marketing

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WHAT IS PAID MEDIA?

Paid media is the media coverage that you buy.

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Examples of Paid Media:

Social Advertising

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Examples of Paid Media:

Social AdvertisingOnline Advertising

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Examples of Paid Media:

Social AdvertisingOnline AdvertisingTraditional Advertising

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Examples of Social Advertising:

Facebook, Twitter, LinkedIn

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Examples of Social Advertising:

Facebook, Twitter, LinkedInSocial advertising can be

targeted to specific audiences.

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Examples of Online Advertising:

AdWords, Reddit, Outbrain, Banner Advertising

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Examples of Online Advertising:

AdWords, Reddit, Outbrain, Banner Advertising

Online advertising has a large, diverse reach

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Examples of Traditional Advertising:

Radio and TV advertising

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Examples of Traditional Advertising:

Radio and TV advertisingBrochures, Billboards, Leaflets

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Examples of Traditional Advertising:

Radio and TV advertisingBrochures, Billboards, Leaflets

Traditional advertising reaches an offline audience.

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IF YOU PAY TO DISPLAY CONTENT, IT’S PAID MEDIA.

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WHAT IS OWNED MEDIA?

Owned media is the coverage your business publishes and owns.

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Examples of Own Media:

Website

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Examples of Own Media:

Website

Blog

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Examples of Own Media:

Website

Blog

Social Accounts

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Examples of Own Media:

Website

Blog

Social Accounts

Email List

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Examples of Own Media:

Website

Blog

Social Accounts

Email List

You control the message and the calls to action.

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WEBSITEContent published on your company website or any supporting microsites

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BLOGArticles created and published through your company blog

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SOCIAL ACCOUNTSContent published on your company LinkedIn, Facebook, Twitter,

YouTube or Pinterest accounts

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EMAIL LISTContent can be published as newsletters

and distributed to your mailing list.

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IF YOU OWN AND ADMINISTER

CONTENT, IT’S OWNED MEDIA.

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WHAT IS EARNED MEDIA?Earned media is the coverage other people produce.

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Examples of Earned Media:

Shared social posts

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Examples of Earned Media:

Shared social posts

Trade and traditional media coverage

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Examples of Earned Media:

Shared social posts

Trade and traditional media coverage

Coverage from influencers and bloggers

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Shared Social Posts

Your content can be shared and republished by other social media users.

This reaches a wider audience.

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Trade and Traditional Media

Press coverage

Your message will reach a wide audience, and benefits from added trust factors.

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Influencers and Authorities

Coverage from industry experts

Your message benefits from impartial third-party endorsement.

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IF OTHER PEOPLE TALK ABOUT YOUR CONTENT,

IT’S EARNED MEDIA.

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PAID, OWNED AND EARNED MEDIA WORK TOGETHER

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Owned media tells the story

You publish a guide, white paper or infographic to your website or blog

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Paid media shares the story

Sponsored social updates reach a targeted audience, while other adverts reach a broad readership.

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Earned media generates influence

Influencers cover your story, sharing it widely and adding their

own authority and trustworthiness.

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EACH ELEMENT OF YOUR MEDIA STRATEGY HAS STRENGTHS THAT BENEFIT THE WHOLE CAMPAIGN

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Owned Media:

Strength: You control the message

Weakness: Limited reach

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Paid Media:

Strength: You can reach a wider audience

Weakness: No authority or impartiality

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Earned Media:

Strength: You benefit from impartial authority

Weakness: No control over the message, medium or user experience

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EACH ELEMENT COUNTERACTS THE WEAKNESSES OF ANOTHER

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Owned Media has a limited reach.

Paid Media will spread the message further.

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Paid Media carries less authority or weight.

Earned Media provides impartial trust factors.

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Earned Media can only be controlled to a very limited extent.

Owned Media puts the earned traffic to

use for your business.

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STRENGTHS MEAN THAT EACH ELEMENT PROVIDES BENEFITS

FOR YOUR CAMPAIGN.

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WEAKNESSES MEAN THAT NO SOLE ELEMENT CAN STAND ALONE.

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COMBINE ALL THREE FOR A COMBINED INBOUND STRATEGY

OWNED, PAID AND EARNED MEDIA MUST

WORK TOGETHER

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Owned Media:

Generates the initial interest and controls the final outcome. You control the story and set the goals.

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Paid Media:

Gains more attention with a targeted audience based on social relationships.

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Earned Media:

Maximises your audience and trustworthiness through influencers and authorities.

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Putting Your Message Out Brings Visitors In:

Paid and earned media will direct interested, engaged visitors back

to owned media.

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The End Destination is Your Owned Media:

Where you control the message, the user experience and the calls to action

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Earned and Paid Media Drive Qualified Traffic to Owned Media:

Allow you to meet your marketing goals

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THE END RESULT?A SUCCESSFUL INBOUND MARKETING CAMPAIGN

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TAKEAWAYS:Owned media allows you to set the agenda, but can struggle

to find an audience alone.

Paid media can reach a targeted audience, but carries no authority or impartiality.

Earned media provides authority, impartiality and an engaged audience, but you have no control over the message.

Balancing paid, owned and earned media removes the weaknesses each channel has.

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