Simply publishing content is not effective to say the least. It’s like writing a great novel and not promoting it. It takes a lot of hard work to get people to pay attention to all the great content you are churning out. Do you have a plan to promote your dazzling pieces of content across paid, owned and earned media?
Owned media is the simplest to monitor and control. All you need is a plan to promote your content in a unique way across the assets you own - such as social media accounts, websites, and email lists. Integrating paid media such as targeted Facebook ads, promoted tweets, and other print and television ads into your marketing mix is another great way to get your content in front of your audiences. Earned media is the most valuable but also the hardest to get. You rely on brand followers and advocates to spread the word about your product or services via retweets, shares, and mentions. How do you get this strategy to work for you? By creating content that is worth sharing and keeping your customers very, very happy, of course.
Reports show that brands spent 65% more on social media advertising in 2016, compared to the previous year. At the same time, half the marketers surveyed believe that earned media will deliver the best results in 2017. What does this mean? A careful mix of all three types of media – depending on your goals and audiences – is important to drive the results you are looking for.
This week, we dig deeper into each of these strategies to help you arrive at the media mix that best suits your brand.