For measurable outcomes, “great content needs to be paired with great promotion,” says Kevin Bailey, CMO of DigitalRelevance. The days of “build it, and they will come” are over. You must create content and invite people to access it.
To achieve greater awareness, engagement and media coverage, most brands engage stakeholders in addition to creating content. While the content itself is considered owned media, the invitations to view it tend to fall into one of two camps: earned or paid media.
Owned media is almost synonymous with content marketing. It’s the content created for your site and other properties, and pitched to news outlets. A clever infographic or thought leadership article posted on a third-party website, such as a news outlet or blog, is an ideal way to drive interest and website traffic.
Earned media is called by many names, including “third-party mentions” and “word-of-mouth.” No matter the name, earned media is crucial to your brand’s longevity. People give more credence to journalists, friends, family and people they admire than they do branded messages.
Paid media is “paying to play,” and it can be hugely successful if targeted. Setting up ads without targeting them is like throwing money out the window. To see greater return on investment (ROI), target your ads by demographics, location and time.
If you want to be successful with content marketing and PR, remember your work is two-fold. First build the content, then invite people to it.
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