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5 Critical Steps for Integrating Paid, Owned, and Earned Media

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5 Critical Steps for Integrating Paid, Owned, and Earned Media

The first webpages were digital billboards roadtechs com electricians for businesses. They were one way conversations; talking to a world-wide-web of strangers. Web 2.0 has changed everything of course but how exactly are these advances converging to help businesses deliver a rich and engaging presence online? Even more important, how can businesses effectively harness this phenomenon? Earned media is the new part of the mix. This is a result of web 2.0 and the social nature of the internet. Sharing, conversation and interaction are now available online and this now the public and your customers are generating content about you. Blog posts, comments, re-tweets, etc. All of this makes up earned media. The impact of this is great and it can grow quickly.

Paid Owned and Earned Media

Advertising has been adjusting itself to every CMO Email List new conversation medium that emerges and the web is no exception. There are more types of ads available online than any other medium. Advertising is great for a quick boost in exposure but it disappears as soon as the budget is pulled. Over time it grows expensive. This type of paid media is important and easy to do today.  Our websites are the prominent remnant of web 1.0. We control the content as we do with our social sites and our email campaigns. This represents owned media. We have the say and we are the gatekeepers. In the long run, the impact of owned media grows slow and steady over time.


 Find Your Internal Evangelists

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Source content from within your organization by locating and empowering evangelists in every department. R&D may have great info you can talk about; Operations may have great insight into what could be highlighted based on their pipeline. By building cross-functional teams you will have an endless source of content to share and will also help determine the appropriate channel for their conversation Develop an editorial calendar that covers everything from annual events to hourly updates. This could include holiday promotions, trade news or conventions and even your Follow Friday tweets. This will further align your staff, your goals and your workload.

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