Owned, Earned and
OEP easy as 1,2,3
Are you getting the most out of Owned, Earned and Paid content?
Owned content is published in channels that you control, such as your website or direct marketing.
Earned content relies on others passing on your information, such as published media releases, word-of-mouth or social media.
Paid content is broadcast advertising.
Owned content sits at the heart of our marketing strategy. A business’ website is often the first interaction a prospect or customer has with its brand, products or services.
At least the secondary goal of all marketing activity should be to drive the audience back to the website, where you have an opportunity to engage and inform a prospect about your brand, expertise, products, technical info, endorsement and other relevant industry news.
It’s also an opportunity to present some form of related offer in return for some more detailed/valuable information. This lead capture builds the acquisition portion of the contact database.
Many of our customers tell us that they rely on word-of-mouth for sales; which is great, but from a marketing perspective, it is fairly unmanageable and leaves your success or failure in the hands of your customers.
More than ever before, leads generated by word-of-mouth are visiting a business’ website and validating its relevance to them before making contact.
Similarly, media and media releases generate interest that can drive enquiry (both positive and negative) often initially to a company’s website – in either case, it’s critical you put your best foot forward.
Social media sharing is also a component of earned media, which will either link to your website or be generated by a third party such as media or a customer.
The goal of paid content is to generally achieve one of two things:
Branding – raise awareness.
Selling – present a price point.
Invariably, this activity will direct the audience to view more valuable information on a website.