...owned media advertising

1. Media Planning Project
Owned media…
5

2. Flores, 2014, Meerman-Scott, 2017,marketing-partners.com, 2018
Paid, Owned and Earned Media (POEM)
word of mouth
property
advertising

3. Allowed in the UK since 2011
…Product Placement
Ofcom governs…
How the product can be placed
Where product placement is allowed
What types of products can be ‘placed’
Product as prop (Katz, 2019)
Lower cost but is it appropriate? (Katz, 2019)

5. Brand integration…
What’s included is critical to the content
More of a seamless integration than just being a prop
Katz, 2019,
Content may be developed specifically for that brand
Customer irritation and irrelevance can be key issues

7. Nielsen, 2019

8. branded websites…
Original content focused on brand values and positioning
Reaches those who are interested…
Expanded communication opportunities at a low cost
Simplicity is key
Katz, 2019
This also applies to social media content

10. …don’t make users think
Steve Krug, 2013

11. sponsorship
examples…
TV programmeseducation
community events
…is a commercial activity whereby one party permits another an
opportunity to exploit an association with a target audience in return
for funds, services or resources
sports
good causes

12. primary…
build awareness
develop customer loyalty
improve image/perception
attract new users
objectives of sponsorship
secondary…
support intermediaries
motivate staff
Fill, 2016

13. great for attracting attention…
great fcan be very persuas
absolute and relative costs are very low
Sponsorship….
Katz, 2019, Fill, 2019
Watch out for mismatches
Measurement?

14. The ‘power’ middle – lots of engagement
Micro-influencer – opinion leaders
Low cost awareness and ‘built-in trust’
Influencer marketing
Macro influencer – celebrities
Katz, 2019
Lack of control and limited regulation…

15. Choosing influencers…
…right context for the brand
…do they drive action?
…reach, who’s their audience?
…focus on the ‘power middle’, 2.5K – 25K followers, 16X higher
engagement than paid media
Kissmetrics, Nielsen, MSLGroup, Social Chorus 2019

17. Owned by, and designed for, the brand
Fantastic for showcasing creativity
More control over cost
Can they be a bit much?
Custom events/experiential
Katz, 2019, thedrum, 2020

19. Photo by 10ch - Creative Commons Attribution License https://www.flickr.com/photos/92397015@N00 Created with Haiku Deck
defining content marketing…

20. Photo by marfis75 - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/45409431@N00 Created with Haiku Deck

21. Photo by monkeyc.net - Creative Commons Attribution-NonCommercial-ShareAlike License https://www.flickr.com/photos/73584213@N00 Created with Haiku Deck

22. ..so, why bother with
content marketing?

23. ...lead generation/lead nurturing
...increase sales
...increase awareness
...increase retention
...support brand evangelists

24. good content marketing is…

25. Structurally rich
Semantically categorised
discoverable
Reusable, reconfigurable and adaptable
CMI, 2020

26. Photo by jakub_hla - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/20444618@N00 Created with Haiku Deck

27. markets are conversations

29. Photo by Eduardo Loureiro - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/95557778@N00 Created with Haiku Deck

31. Headlines…
Headlines that convert… lists, how tos and questions
Word balance – common, uncommon, emotional and power –
make it personal
Limit your character length – scannable and easy to digest

32. Photo by Emilio del Prado - Creative Commons Attribution-ShareAlike License https://www.flickr.com/photos/61139301@N00 Created with Haiku Deck

33. Photo by Roy Cheung Photography - Creative Commons Attribution-NonCommercial License https://www.flickr.com/photos/8024836@N04 Created with Haiku Deck

34. ...we need to plan

35. Moleculeagency, 2020

36. …following the 70:20:10 rule

37. ...visual and auditory
...at every digtial interaction
...transparent and honest
...core to marketing
...across paid, owned and earned
the future of content is…

38. …print?
the future of content is…