Paid, Earned, Owned Media – How to position yourself well and use them correctly
Posted: Sun Jan 12, 2025 5:43 am
Do you want to reach your target group and ensure that your content reaches as far as possible? Then there are numerous channels and platforms at your disposal. In this article, I will give you an overview - from your own website to social media and paid advertising.
I'll sort the distribution channels into three categories: paid, earned, owned media. I'll give you the definition of owned, paid and earned media, show you examples and explain the advantages and disadvantages. Finally, we'll look at how it all works together.
Owned Media: The in-house basis for your content distribution
Owned Media Definition
Owned media are all channels and platforms where you decide what you publish. They are the foundation of your content distribution.
Owned Media Examples
Common examples of owned media channels are:
own website
corporate blog or magazine
newsletter
social media profiles
Below I will introduce you to the individual channels in more detail.
own website
To be clear: Not every company or organization needs their own website. Small, local businesses may prefer to rely on social media platforms like Instagram or Facebook. It's important that your internet presence is as comprehensive bc data philippines as possible for you and your situation. What I mean by that is: If you have limited human and financial resources, you'd rather concentrate on a simple page that brings together all the important information. If you have more resources, or if the page itself is part of the business model, the content becomes more important. In short: There's nothing like your own website if you can manage it in terms of resources. Think of an online shop, for example.
For content on your website to work well, the following requirements are needed, among others:
Excellent usability on mobile devices (now a standard criterion for a high Google ranking)
Fast loading times (compromise between design and performance)
User-friendliness (sensible structure, short click path to the most important information, accessibility through contrasts, alt texts for images, etc.)
Consideration of SEO basics (e.g. through XML sitemap, meaningful titles, a logical structure, targeted internal linking)
Clear goals and call-to-actions per content or subpage
corporate blog or magazine
For certain content, a corporate blog or magazine can also be used on your own website as a central point of contact for interesting, relevant and helpful content. These articles ideally appeal to your desired target group and inspire trust. The content from a corporate magazine can also be used in social media and email marketing.
However, you should assess as precisely as possible beforehand whether you have the human and financial resources to maintain such an offer. Because there is hardly anything more depressing than a blog where the latest post is two years old.
When selecting and implementing topics, also pay attention to how this content should be discovered - keyword search engine optimization. To do this, keywords and key questions must be researched in advance and integrated sensibly into the article. Overall, there are a few steps to consider to create your perfect blog post .
I'll sort the distribution channels into three categories: paid, earned, owned media. I'll give you the definition of owned, paid and earned media, show you examples and explain the advantages and disadvantages. Finally, we'll look at how it all works together.
Owned Media: The in-house basis for your content distribution
Owned Media Definition
Owned media are all channels and platforms where you decide what you publish. They are the foundation of your content distribution.
Owned Media Examples
Common examples of owned media channels are:
own website
corporate blog or magazine
newsletter
social media profiles
Below I will introduce you to the individual channels in more detail.
own website
To be clear: Not every company or organization needs their own website. Small, local businesses may prefer to rely on social media platforms like Instagram or Facebook. It's important that your internet presence is as comprehensive bc data philippines as possible for you and your situation. What I mean by that is: If you have limited human and financial resources, you'd rather concentrate on a simple page that brings together all the important information. If you have more resources, or if the page itself is part of the business model, the content becomes more important. In short: There's nothing like your own website if you can manage it in terms of resources. Think of an online shop, for example.
For content on your website to work well, the following requirements are needed, among others:
Excellent usability on mobile devices (now a standard criterion for a high Google ranking)
Fast loading times (compromise between design and performance)
User-friendliness (sensible structure, short click path to the most important information, accessibility through contrasts, alt texts for images, etc.)
Consideration of SEO basics (e.g. through XML sitemap, meaningful titles, a logical structure, targeted internal linking)
Clear goals and call-to-actions per content or subpage
corporate blog or magazine
For certain content, a corporate blog or magazine can also be used on your own website as a central point of contact for interesting, relevant and helpful content. These articles ideally appeal to your desired target group and inspire trust. The content from a corporate magazine can also be used in social media and email marketing.
However, you should assess as precisely as possible beforehand whether you have the human and financial resources to maintain such an offer. Because there is hardly anything more depressing than a blog where the latest post is two years old.
When selecting and implementing topics, also pay attention to how this content should be discovered - keyword search engine optimization. To do this, keywords and key questions must be researched in advance and integrated sensibly into the article. Overall, there are a few steps to consider to create your perfect blog post .