The different types of Users

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In this guide, we’ll talk about the differences types of media and the differences between earned, paid, owned, and shared media. We’re often asked, “How much do the journalists on our webs sites charge for articles?” The short answer is that they don’t charge, as many of them are focused on earned media, and earned media is the most valuable type of PR.

The Differences Between Earned, Paid, Owned, and Shared Media

In the world of marketing and public relations, media exposure is a critical component of any successful strategy. However, not all media is created equal. There are distinct differences between earned media, paid media, owned media, and shared media, each with its own advantages and purposes. This article will help you understand these differences and how each type can play a role in your overall marketing strategy.

Earned Media

What is Earned Media?

Earned media refers to the publicity gained through promotional efforts other than paid advertising. It is the organic coverage a business receives from various sources such as news articles, blog posts, reviews, social media mentions, and word-of-mouth recommendations. Essentially, earned media is any content created by third parties about your business without direct payment.

Why is Earned Media Important?

1. Credibility: Earned media is perceived as more credible and trustworthy by consumers because it is not directly paid for by the business. It comes from unbiased sources.
2. Visibility: Positive mentions and coverage can significantly increase your brand’s visibility and reach a wider audience.
3. SEO Benefits: Earned media often includes backlinks to your website, which can improve your search engine ranking and drive organic traffic.
4. Cost-Effective: While not free (since it requires effort and strategy), earned media does not involve direct advertising costs.

Playbook for Earned Media:

1. Create a Newsworthy Story: Identify and develop unique and compelling stories about your stories. Distill something unique about your story that you’ve learned over the years and put it into an article.
2. Build Relationships with Journalists: Engage with journalists and media outlets relevant to your industry.
3. Pitch Your Story: Send personalized pitches to LNB, highlighting why your story matters. You can use email to make this fast and easy.
4. Leverage Social Proof: Encourage Readers to leave reviews and share their positive experiences.
5. Engage on Social Media: Actively participate in social media conversations to increase your chances of being mentioned. Use LNB to add connections toyour stories via Twitter, LinkedIn, etc.

Paid Media

What is Paid Media?

Paid media involves any form of advertising that a business pays for. This includes traditional advertising channels such as television, radio, print, and digital advertising channels like pay-per-click (PPC) ads, social media ads, sponsored posts, and display ads.

Why is Paid Media Important?

1. Control: With paid media, you have complete control over the message, placement, and timing of your ads.
2. Targeting: Paid media allows for precise targeting of specific demographics, geographic locations, and interests.
3. Scalability: Paid campaigns can be scaled up or down based on performance and budget.
4. Immediate Results: Paid media can generate quick results and drive immediate traffic to your website or landing page.

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Playbook for Paid Media:

1. Define Your Objectives: Determine what you want to achieve with your paid media campaigns.
2. Identify Your Target Audience: Use demographic and behavioral data to target the right audience.
3. Choose the Right Platforms: Select the most effective platforms for your audience (e.g., Banner Ads. Side Bar Adds, In Story ADs).
4. Create Compelling Ad Content: Develop engaging and relevant ad creatives.
5. Monitor and Optimize: Regularly review campaign performance and make necessary adjustments to improve results.

Owned Media

What is Owned Media?

Owned media refers to the content and channels that a business fully controls. This includes your website, blog, email newsletters, and social media profiles. It is the content you create and publish on platforms you own.

Why is Owned Media Important?

1. Control: You have full control over the content, messaging, and timing.
2. Cost-Effective: Owned media involves lower costs since you are using your own platforms.
3. Brand Building: Consistent and high-quality content helps build your brand identity and credibility.
4. Direct Engagement: You can directly engage with your audience and build relationships.

Playbook for Owned Media:

1. Develop a Content Strategy: Plan and create valuable content that aligns with your business goals.
2. Optimize Your Website: Ensure your website is user-friendly and optimized for search engines.
3. Engage on Social Media: Actively manage and engage with your audience on social media platforms.
4. Build an Email List: Collect emails and send regular newsletters to keep your audience informed and engaged.
5. Track Performance: Use analytics tools to measure the effectiveness of your content and make data-driven decisions.

Shared Media

What is Shared Media?

Shared media is content that is shared across third-party platforms, typically social media. This includes shares, retweets, reposts, and other forms of engagement that extend the reach of your content.

Why is Shared Media Important?

1. Amplification: Shared media amplifies your message and reaches a larger audience.
2. Engagement: It encourages interaction and engagement with your audience.
3. Community Building: Shared media helps build a community around your brand.
4. Social Proof: High engagement levels can serve as social proof of your brand’s value and popularity.

Playbook for Shared Media:

1. Create Shareable Content: Produce content that is valuable, entertaining, or informative.
2. Encourage Sharing: Use calls to action to prompt your audience to share your content.
3. Run Contests and Campaigns: Incentivize sharing through contests, giveaways, and hashtag campaigns.
4. Engage with Influencers: Collaborate with influencers to extend your reach.
5. Monitor Engagement: Track and analyze engagement metrics to understand what works best and adjust your strategy accordingly.

Conclusion

Understanding the differences between earned, paid, owned, and shared media is crucial for developing a comprehensive marketing strategy. Each type of media offers unique benefits and plays a distinct role in building your brand’s presence and reputation. By leveraging all four types of media effectively, businesses can create a balanced and robust approach to reach and engage their target audience. If you have more questions please email support@lakewoodnewsbreak.net