How to “Court” Your Customers By Focusing More on Earned Content

Digital content creation can be characterized into one of three media platforms: paid, owned and earned. While paid and owned media have been around for a while, businesses are unsure how to treat the newer form of digital content: earned media. 

If you didn’t know already, paid media is when a brand leverages a media channel (e.g. display ads, paid search) and owned media is online content ‘owned’ by a brand (e.g. a company’s website, youtube channel, Facebook page, etc.). Earned content is when the customer ‘becomes the channel’. This involves public word-of-mouth, “buzz” and “viral.” For instance, this WordPress blog is a form of earned media. The following table explains it simply: 

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Essentially, earned media is a way to get your brand into free media through means “permanent word-of-mouth” instead of paying for it through advertising. Marketers are responsible for curating content in a way that is both appreciative and appropriate from the consumer’s perspective. This channel is ultimately an opportunity to turn visitors into engaged brand fans. It is becoming more and more depended upon as trusted and useful information on products and services when consumers are researching about something they may want to purchase. It is also becoming a very valuable channel for marketers. By actively generating and sharing content with your customers through responsive feedback and thoughtful curation, you can use your earned media channel as a way engage, and create long-lasting relationships with your (prospective) customers.

I will now reference another form of earned media from another blog I found that brings up an interesting point. It talks about how social media is changing the boundaries of the content paradigm. Social media is changing the 3; almost blending them together. But what is growing significantly in importance? Earned media. In the article, Lauren Drell asserts”Of the three buckets, the holy grail is earned media. Earned media can be most easily described as the result of paid and media — you buy a Super Bowl ad (paid) or you run a promotion on your brand’s Facebook Page (owned), and then and then people in the media talk about it (earned) and the Twitterverse erupts into conversation about that topic.” To read the full article, click here

Thanks again for reading. Until next time! 

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