Integrated Brand Communications
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Integrated Brand Communications
Focuses on branding and the role of communication methods such as advertising, events, sponsorships, content marketing and social media.
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A Content Marketing Strategy Using Paid, Owned, and Earned Media - Business 2 Community

A Content Marketing Strategy Using Paid, Owned, and Earned Media - Business 2 Community | Integrated Brand Communications | Scoop.it

“Content marketing” is a perhaps the fastest-growing marketing tactic being used today. While it’s definitely become mainstream, there are lots of issues around how to create it, how to manage it…even how to think about it.

 

The Content Marketing Institute has a new study, “B2B Content Marketing 2014: Benchmarks, Budgets, and Trends–North America”, that shows who’s doing it (most of us)—



Russ Merz, Ph.D.'s insight:

A nice review of the recent CMI study on the use of #contentmarketing with particular emphasis on paid, earned and owned #media forms.

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Infographic: What is POE? - Marketing Technology Blog

Infographic: What is POE? - Marketing Technology Blog | Integrated Brand Communications | Scoop.it

In preparation for our Webinar today, I wanted to share this fantastic infographic on POE from the Interactive Advertising Bureau of  Canada and The Brainstorm Group. POE is just an acronym for the three  methods of content distribution. Paid, Owned and Earned media are all viable  strategies for building your authority and spreading your reach in social  media.

Paid Media is the use of paid advertising channels to drive  traffic and the brand’s overall message to your content. It’s used to create  awareness, jumpstart other forms of media and to get your content seen by new  audiences. Tactics include print, radio, email, pay per click, facebook ads, and  promoted tweets.Owned Media are media, content and platforms that are  partially or completely ownedoe or controlled by the business. The role is to  house the content, build authority and relationships, and ultimately to engage  the prospect or customer. Tactics include publishing blog posts, press releases,  whitepapers, case studies, ebooks and social media updates.Earned Media is the acquisition of mentions and articles on  established channels not gained through advertising – many times it’s news  coverage. Earned media sources typically already have authority, ranking and  relevance to a given industry or topic, so getting mentions helps to build your  authority and spread your reach. Tactics include public relations, and outreach  programs to industry influencers and bloggers as well as social  networking.

Read more: http://www.marketingtechblog.com/infographic-what-is-poe/#ixzz2Ry1kT75h

Russ Merz, Ph.D.'s insight:

A very detailed and useful explanation of the differences between Paid, Owned and Earned media. A Keeper!

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