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The Difference Between Paid, Owned and Earned Media

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Tomorrow People
Tomorrow People

Paid media is the coverage you buy. Owned media is coverage you produce and own. Earned media is coverage others produce. This article goes through the strengths of each of these three media and explains how they can work together to optimise marketing campaigns.

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tomorrow-people.com The Difference Between PAID, OWNED AND EARNED MEDIA Make the most of your inbound marketing campaign by learning about the differences between paid media, owned media and earned media.
PAID, OWNED AND EARNED MEDIAThe Three Elements of Successful Inbound Marketing tomorrow-people.com
WHAT IS PAID MEDIA? Paid media is the media coverage that you buy. tomorrow-people.com
Examples of Paid Media: Social Advertising tomorrow-people.com
Examples of Paid Media: Social Advertising Online Advertising tomorrow-people.com
Examples of Paid Media: Social Advertising Online Advertising Traditional Advertising tomorrow-people.com
Examples of Social Advertising: Facebook, Twitter, LinkedIn tomorrow-people.com
Examples of Social Advertising: Facebook, Twitter, LinkedIn Social advertising can be targeted to specific audiences. tomorrow-people.com
Examples of Online Advertising: AdWords, Reddit, Outbrain, Banner Advertising tomorrow-people.com
Examples of Online Advertising: AdWords, Reddit, Outbrain, Banner Advertising Online advertising has a large, diverse reach tomorrow-people.com
Examples of Traditional Advertising: Radio and TV advertising tomorrow-people.com
Examples of Traditional Advertising: Radio and TV advertising Brochures, Billboards, Leaflets tomorrow-people.com
Examples of Traditional Advertising: Radio and TV advertising Brochures, Billboards, Leaflets Traditional advertising reaches an offline audience. tomorrow-people.com
IF YOU PAY TO DISPLAY CONTENT, IT’S PAID MEDIA. tomorrow-people.com
WHAT IS OWNED MEDIA? Owned media is the coverage your business publishes and owns. tomorrow-people.com
Examples of Own Media: Website tomorrow-people.com
Examples of Own Media: Website Blog tomorrow-people.com
Examples of Own Media: Website Blog Social Accounts tomorrow-people.com
Examples of Own Media: Website Blog Social Accounts Email List tomorrow-people.com
Examples of Own Media: Website Blog Social Accounts Email List You control the message and the calls to action. tomorrow-people.com
WEBSITE Content published on your company website or any supporting microsites tomorrow-people.com
BLOG Articles created and published through your company blog tomorrow-people.com
SOCIAL ACCOUNTS Content published on your company LinkedIn, Facebook, Twitter, YouTube or Pinterest accounts tomorrow-people.com
EMAIL LIST Content can be published as newsletters and distributed to your mailing list. tomorrow-people.com
IF YOU OWN AND ADMINISTER CONTENT, IT’S OWNED MEDIA. tomorrow-people.com
WHAT IS EARNED MEDIA? Earned media is the coverage other people produce. tomorrow-people.com
Examples of Earned Media: Shared social posts tomorrow-people.com
Examples of Earned Media: Shared social posts Trade and traditional media coverage tomorrow-people.com
Examples of Earned Media: Shared social posts Trade and traditional media coverage Coverage from influencers and bloggers tomorrow-people.com
Shared Social Posts Your content can be shared and republished by other social media users. This reaches a wider audience. tomorrow-people.com
Trade and Traditional Media Press coverage Your message will reach a wide audience, and benefits from added trust factors. tomorrow-people.com
Influencers and Authorities Coverage from industry experts Your message benefits from impartial third-party endorsement. tomorrow-people.com
IF OTHER PEOPLE TALK ABOUT YOUR CONTENT, IT’S EARNED MEDIA. tomorrow-people.com
PAID, OWNED AND EARNED MEDIA WORK TOGETHER tomorrow-people.com
Owned media tells the story You publish a guide, white paper or infographic to your website or blog tomorrow-people.com
Paid media shares the story Sponsored social updates reach a targeted audience, while other adverts reach a broad readership. tomorrow-people.com
Earned media generates influence Influencers cover your story, sharing it widely and adding their own authority and trustworthiness. tomorrow-people.com
EACH ELEMENT OF YOUR MEDIA STRATEGY HAS STRENGTHS THAT BENEFIT THE WHOLE CAMPAIGN tomorrow-people.com
Owned Media: Strength: You control the message Weakness: Limited reach tomorrow-people.com
Paid Media: Strength: You can reach a wider audience Weakness: No authority or impartiality tomorrow-people.com
Earned Media: Strength: You benefit from impartial authority Weakness: No control over the message, medium or user experience tomorrow-people.com
EACH ELEMENT COUNTERACTS THE WEAKNESSES OF ANOTHER tomorrow-people.com
Owned Media has a limited reach. Paid Media will spread the message further. tomorrow-people.com
Paid Media carries less authority or weight. Earned Media provides impartial trust factors. tomorrow-people.com
Earned Media can only be controlled to a very limited extent. Owned Media puts the earned traffic to use for your business. tomorrow-people.com
STRENGTHS MEAN THAT EACH ELEMENT PROVIDES BENEFITS FOR YOUR CAMPAIGN. tomorrow-people.com
WEAKNESSES MEAN THAT NO SOLE ELEMENT CAN STAND ALONE. tomorrow-people.com
COMBINE ALL THREE FOR A COMBINED INBOUND STRATEGY OWNED, PAID AND EARNED MEDIA MUST WORK TOGETHER tomorrow-people.com
Owned Media: Generates the initial interest and controls the final outcome. You control the story and set the goals. tomorrow-people.com
Paid Media: Gains more attention with a targeted audience based on social relationships. tomorrow-people.com
Earned Media: Maximises your audience and trustworthiness through influencers and authorities. tomorrow-people.com
Putting Your Message Out Brings Visitors In: Paid and earned media will direct interested, engaged visitors back to owned media. tomorrow-people.com
The End Destination is Your Owned Media: Where you control the message, the user experience and the calls to action tomorrow-people.com
Earned and Paid Media Drive Qualified Traffic to Owned Media: Allow you to meet your marketing goals tomorrow-people.com
THE END RESULT? A SUCCESSFUL INBOUND MARKETING CAMPAIGN tomorrow-people.com
TAKEAWAYS: Owned media allows you to set the agenda, but can struggle to find an audience alone. Paid media can reach a targeted audience, but carries no authority or impartiality. Earned media provides authority, impartiality and an engaged audience, but you have no control over the message. Balancing paid, owned and earned media removes the weaknesses each channel has. tomorrow-people.com
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The Difference Between Paid, Owned and Earned Media

  • 1. tomorrow-people.com The Difference Between PAID, OWNED AND EARNED MEDIA Make the most of your inbound marketing campaign by learning about the differences between paid media, owned media and earned media.
  • 2. PAID, OWNED AND EARNED MEDIAThe Three Elements of Successful Inbound Marketing tomorrow-people.com
  • 3. WHAT IS PAID MEDIA? Paid media is the media coverage that you buy. tomorrow-people.com
  • 4. Examples of Paid Media: Social Advertising tomorrow-people.com
  • 5. Examples of Paid Media: Social Advertising Online Advertising tomorrow-people.com
  • 6. Examples of Paid Media: Social Advertising Online Advertising Traditional Advertising tomorrow-people.com
  • 7. Examples of Social Advertising: Facebook, Twitter, LinkedIn tomorrow-people.com
  • 8. Examples of Social Advertising: Facebook, Twitter, LinkedIn Social advertising can be targeted to specific audiences. tomorrow-people.com
  • 9. Examples of Online Advertising: AdWords, Reddit, Outbrain, Banner Advertising tomorrow-people.com
  • 10. Examples of Online Advertising: AdWords, Reddit, Outbrain, Banner Advertising Online advertising has a large, diverse reach tomorrow-people.com
  • 11. Examples of Traditional Advertising: Radio and TV advertising tomorrow-people.com
  • 12. Examples of Traditional Advertising: Radio and TV advertising Brochures, Billboards, Leaflets tomorrow-people.com
  • 13. Examples of Traditional Advertising: Radio and TV advertising Brochures, Billboards, Leaflets Traditional advertising reaches an offline audience. tomorrow-people.com
  • 14. IF YOU PAY TO DISPLAY CONTENT, IT’S PAID MEDIA. tomorrow-people.com
  • 15. WHAT IS OWNED MEDIA? Owned media is the coverage your business publishes and owns. tomorrow-people.com
  • 16. Examples of Own Media: Website tomorrow-people.com
  • 17. Examples of Own Media: Website Blog tomorrow-people.com
  • 18. Examples of Own Media: Website Blog Social Accounts tomorrow-people.com
  • 19. Examples of Own Media: Website Blog Social Accounts Email List tomorrow-people.com
  • 20. Examples of Own Media: Website Blog Social Accounts Email List You control the message and the calls to action. tomorrow-people.com
  • 21. WEBSITE Content published on your company website or any supporting microsites tomorrow-people.com
  • 22. BLOG Articles created and published through your company blog tomorrow-people.com
  • 23. SOCIAL ACCOUNTS Content published on your company LinkedIn, Facebook, Twitter, YouTube or Pinterest accounts tomorrow-people.com
  • 24. EMAIL LIST Content can be published as newsletters and distributed to your mailing list. tomorrow-people.com
  • 25. IF YOU OWN AND ADMINISTER CONTENT, IT’S OWNED MEDIA. tomorrow-people.com
  • 26. WHAT IS EARNED MEDIA? Earned media is the coverage other people produce. tomorrow-people.com
  • 27. Examples of Earned Media: Shared social posts tomorrow-people.com
  • 28. Examples of Earned Media: Shared social posts Trade and traditional media coverage tomorrow-people.com
  • 29. Examples of Earned Media: Shared social posts Trade and traditional media coverage Coverage from influencers and bloggers tomorrow-people.com
  • 30. Shared Social Posts Your content can be shared and republished by other social media users. This reaches a wider audience. tomorrow-people.com
  • 31. Trade and Traditional Media Press coverage Your message will reach a wide audience, and benefits from added trust factors. tomorrow-people.com
  • 32. Influencers and Authorities Coverage from industry experts Your message benefits from impartial third-party endorsement. tomorrow-people.com
  • 33. IF OTHER PEOPLE TALK ABOUT YOUR CONTENT, IT’S EARNED MEDIA. tomorrow-people.com
  • 34. PAID, OWNED AND EARNED MEDIA WORK TOGETHER tomorrow-people.com
  • 35. Owned media tells the story You publish a guide, white paper or infographic to your website or blog tomorrow-people.com
  • 36. Paid media shares the story Sponsored social updates reach a targeted audience, while other adverts reach a broad readership. tomorrow-people.com
  • 37. Earned media generates influence Influencers cover your story, sharing it widely and adding their own authority and trustworthiness. tomorrow-people.com
  • 38. EACH ELEMENT OF YOUR MEDIA STRATEGY HAS STRENGTHS THAT BENEFIT THE WHOLE CAMPAIGN tomorrow-people.com
  • 39. Owned Media: Strength: You control the message Weakness: Limited reach tomorrow-people.com
  • 40. Paid Media: Strength: You can reach a wider audience Weakness: No authority or impartiality tomorrow-people.com
  • 41. Earned Media: Strength: You benefit from impartial authority Weakness: No control over the message, medium or user experience tomorrow-people.com
  • 42. EACH ELEMENT COUNTERACTS THE WEAKNESSES OF ANOTHER tomorrow-people.com
  • 43. Owned Media has a limited reach. Paid Media will spread the message further. tomorrow-people.com
  • 44. Paid Media carries less authority or weight. Earned Media provides impartial trust factors. tomorrow-people.com
  • 45. Earned Media can only be controlled to a very limited extent. Owned Media puts the earned traffic to use for your business. tomorrow-people.com
  • 46. STRENGTHS MEAN THAT EACH ELEMENT PROVIDES BENEFITS FOR YOUR CAMPAIGN. tomorrow-people.com
  • 47. WEAKNESSES MEAN THAT NO SOLE ELEMENT CAN STAND ALONE. tomorrow-people.com
  • 48. COMBINE ALL THREE FOR A COMBINED INBOUND STRATEGY OWNED, PAID AND EARNED MEDIA MUST WORK TOGETHER tomorrow-people.com
  • 49. Owned Media: Generates the initial interest and controls the final outcome. You control the story and set the goals. tomorrow-people.com
  • 50. Paid Media: Gains more attention with a targeted audience based on social relationships. tomorrow-people.com
  • 51. Earned Media: Maximises your audience and trustworthiness through influencers and authorities. tomorrow-people.com
  • 52. Putting Your Message Out Brings Visitors In: Paid and earned media will direct interested, engaged visitors back to owned media. tomorrow-people.com
  • 53. The End Destination is Your Owned Media: Where you control the message, the user experience and the calls to action tomorrow-people.com
  • 54. Earned and Paid Media Drive Qualified Traffic to Owned Media: Allow you to meet your marketing goals tomorrow-people.com
  • 55. THE END RESULT? A SUCCESSFUL INBOUND MARKETING CAMPAIGN tomorrow-people.com
  • 56. TAKEAWAYS: Owned media allows you to set the agenda, but can struggle to find an audience alone. Paid media can reach a targeted audience, but carries no authority or impartiality. Earned media provides authority, impartiality and an engaged audience, but you have no control over the message. Balancing paid, owned and earned media removes the weaknesses each channel has. tomorrow-people.com
  • 57. Understand your personas’ pains by creating a successful conversation audit, download: HOW TO CREATE A CONVERSATION AUDIT TO DRIVE B2B MARKETING SUCCESS Download your eGuide now