The Symphony of Successful Marketing: Seamlessly Integrating Earned, Owned, and Paid Media

Alex Greenwood
2 min readJul 27, 2023

In my previous post, I took a deep dive into the holy trinity of digital marketing: earned, owned, and paid media. Now, we’re going to explore how to harmonize these three to create a resonant, integrated marketing strategy that will elevate your business.

Photo by Samuel Sianipar on Unsplash

1. Lay the Foundation with Owned Media

Think of owned media as your home base. This includes your website, blog, newsletters, and social media channels — any platform where you control the message. Owned media is where you narrate your brand’s story, so focus on creating high-quality content that resonates with your target audience.

Engage your audience by regularly posting blogs, infographics, videos, and other relevant content. Make sure your website is user-friendly and optimized for search engines. Strong owned media lays the foundation for the other elements to build upon.

2. Amplify Your Reach with Paid Media

Once your owned media is well-established and consistently producing valuable content, it’s time to enhance your reach with paid media. This allows you to extend your messaging beyond your existing audience, drawing in potential customers.

Invest in paid advertising like pay-per-click (PPC), display ads, social media promotions, and sponsored content to target specific demographics and increase your brand visibility. Always align your paid media campaigns with the value provided through your owned media to maintain consistency and improve conversion rates.

3. Enhance Your Credibility with Earned Media

Finally, earned media is the powerful amplifier that boosts your brand’s credibility. This is the organic recognition and endorsement from customers, industry influencers, journalists, and other external sources.

Encourage customers to leave reviews, engage with your brand on social media, and share your content. Reach out to industry influencers for collaborations, or pitch stories to journalists in your sector. The aim here is to create such a compelling presence through your owned and paid media that earned media naturally follows.

4. Integration: Striking the Right Chord

With these three elements in play, the key is to integrate them. Each should feed into and amplify the others.

Use your owned media to create valuable, shareable content. Leverage your paid media to promote this content to a wider audience. As your reach expands, you’ll begin to generate earned media.

Remember to cross-promote across all platforms. For instance, share your latest blog post (owned media) on your social media channels (owned media) and consider boosting that post (paid media).

When customers start sharing that post (earned media), you’ll know your symphony is playing a beautiful tune.

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Alex Greenwood

PR Consultant, Speaker, Podcast Producer/Host, Editor, and Award-Winning Writer of the John Pilate Mystery Series. Accomplished belly laugher.