Digital Marketing Strategy: 3 Key Elements

In order to create a successful digital strategy for your business, understanding the difference between owned, earned, and paid media is essential. This digital marketing trifecta works together to create the perfect marketing strategy. Learning the roles of each element will help you to create the greatest fit for your brand. Here are the differences between the three types of media:

Owned Media– Owned media consists of web content that is unique to your brand. This includes websites, blogs, and social media channels that represent your business. Having a variety of digital media channels for your brand creates a stronger presence on the web, but keeping each channel up-to-date is crucial to their success.  Good content creation that states interesting and informative facts about the brand is also crucial because the information will be valuable and worthwhile to viewers.

Earned Media– Earned media is the element that drives traffic, consisting of the interaction and engagement users have with your owned content on social media, review sites, and blogs. These interactions typically include replies, mentions, shares, and other forms of online ‘word of mouth.’ This is where having a good SEO strategy comes into play because first-page rankings create a better position for higher engagement and shares.

Paid Media– Paying to promote content is a great way to create exposure and drive traffic towards your brand’s owned media. Facebook, Twitter, and LinkedIn all offer advertising strategies that could make your content more visible. Paying influencers on Twitter to discuss content increases the presence your content has on social media. Pay-per-click and cost-per-impression (CPM) search engine and display ads are another strategy that will help to increase traffic on your brand’s media.

Combining these three elements together will help to create an overall effective digital strategy and build a name for your brand in the digital marketing world.

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