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Content marketing that combines paid, earned, and owned media is a simple strategy that leads to publisher partnerships that can drive success for both parties.
When I discuss our content marketing plans — and our budget — I make a point of letting all publishers know that my goal is to become a partner with them. And if you talk to anyone I’ve purchased advertising from, many of them have not only become good friends, but we’ve also helped each of our businesses grow in the process.
The ad placements are just one part of a three-legged media stool that combines paid, earned, and owned media. This convergence helped create a simple content marketing strategy that led us to start thinking about publishers in a whole new way while putting an end to interruptive advertising....
Via Jeff Domansky
A really valuable look at integrated marketing strategies from Rob Yoegel. Are you using all three -- paid, owned and earned?