By Kelsey Meyer
An effective content strategy doesn’t rely on only one tactic.
Generating qualified leads requires you to regularly publish compelling, valuable content, explore guest blogging opportunities, identify co-marketing campaigns, and devise a strategy for promoting said content.
Ultimately, by sponsoring content, you’re able to reach audiences that might not have come across you otherwise.
While content is a fairly general term, it’s important to note that there are different types of media that can be leveraged in the process. Knowing the differences between paid and other forms of media — earned and owned — is critical to the success of your lead generation efforts.
To help you effectively execute on sponsored content, we’ll walk you through different types of media, examples of paid media, and some strategies on how to best leverage them for your company.
The Difference Between Earned, Owned, and Paid Media
Combining earned, owned, and paid media will help you attract, nurture, and close leads, but what do those terms really mean? And when it comes to your company’s content strategy, how do they fit into the equation?
While all three media efforts are important to your overall goals and should converge in your strategy, there are still distinct differences.
Quite simply, earned media refers to media exposure you’ve earned through word-of-mouth. Whether it was the fantastic content you’ve distributed, the influence of your SEO efforts, the customer experience you’ve delivered, or a combination of all three, earned media refers to the recognition you receive as a result.
You can earn media by getting press mentions, positive reviews, reposts, recommendations, etc. You can also facilitate earned media by helping journalists and content writers author their articles, or contributing your own thought leadership content to industry publications.
Thanks to the rise in popularity of social media platforms like Twitter and Quora, it has become easier for content writers and journalists to reach out to your business for quotes and insights to mention in their articles. This type of accreditation helps build trust around your expertise.
At Influence & Co., we earn most of our media through press mentions with our partners and our own guest-contributed content. For example, our co-founder, John Hall, has a regular column on Forbes, where his contributed content helps to drive both traffic and leads for our company.
So whether you’re earning mentions on external sites or you’ve earned an opportunity to contribute to them regularly, this type of media helps to fuel the top of your funnel and introduce you to new leads.
Owned media is content you’re in full control of. Think of content for your company website, your blog, and your social media accounts.
While owned media content can take on a variety of forms — blog posts, case studies, whitepapers, etc. — the primary goal of this content is to continue providing value to leads as they move down the funnel. These assets offer a more controlled — but not overly promotional …read more
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