Check out our most recent eBook which gives a comprehensive breakdown of the differences between Paid, Owned, and Earned media and how digital marketers can use this to amplify their content using LinkedIn and beyond.
The way we as the audience learn, share and consume across our digital world is shaping content and the brand – to sustain the new demand and successfully grow brand we will need to move to a Agile Creative.
20 Reasons Why Your Business NEEDS Social Media MarketingHaidi Demneri
Did you know that 90% of all marketers say social media marketing has increased their business exposure?
I can help you Create and grow your Online Business contact me on Fiverr: haidid
Or that 66% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
The way we as the audience learn, share and consume across our digital world is shaping content and the brand – to sustain the new demand and successfully grow brand we will need to move to a Agile Creative.
20 Reasons Why Your Business NEEDS Social Media MarketingHaidi Demneri
Did you know that 90% of all marketers say social media marketing has increased their business exposure?
I can help you Create and grow your Online Business contact me on Fiverr: haidid
Or that 66% of marketers that spend at least 6 hours on social per week have seen more leads? No matter what you sell and who you sell it to, using social media as a marketing tool can help you grow your brand and pad your wallet.
Content marketing vendors like Newscred, Contently, Percolate, SocialFlow, OneSpot and Outbrain can help marketers elevate their content marketing game.
Keynote presentation for the #SocialTools15 conference in San Francisco - October 27 & 28. The focus is using data and analytics to drive more effective storytelling and content strategy.
The Difference Between Paid, Owned and Earned MediaTomorrow 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.
Social media marketing plan for The sparks foundation (tsf).
social media strategy. To reach a large number of audiences.
to enhance the skills of the fresher as well as professionals.
This is a rich power point presentations that covers very essential topics like different social media channels, social media for various businesses: B2C and B2B, Measuring social ROI and Content marketing: storytelling in social media.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
"For millions of years, human beings have been
part of one tribe or another. A group needs only
two things to be a tribe: a shared interest and a
way to communicate”- Seth Godin
Conversations that were once limited to physical
proximity have expanded to multiple platforms online.
With the evolution from desktop to mobile, these
conversations can take place almost anywhere. It’s
important for brands to be there to feed fans what
they crave, when and where they want it to have the
most success in changing purchase behaviour. New
platforms that empower fans to connect along with
advancements in ad technology also enable better
tracking abilities.
Paid Owned Earned - the book [sample editorial] by Nick BurcherPaid Owned Earned
Sample editorial from the new book 'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher.
On sale 3rd March 2012 (available for pre-order Feb 2012.)
This sampler contains an excerpt from chapter one explaining how Paid Owned Earned media all work together and also features a brief excerpt from chapter 7 which discusses how Paid Media TV can be extended into Owned Media and Earned Media (and vice versa.)
The Difference Between Paid, Owned and Earned MediaTomorrow 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.
Social media marketing plan for The sparks foundation (tsf).
social media strategy. To reach a large number of audiences.
to enhance the skills of the fresher as well as professionals.
This is a rich power point presentations that covers very essential topics like different social media channels, social media for various businesses: B2C and B2B, Measuring social ROI and Content marketing: storytelling in social media.
Aside from a few highly publicized success stories, brands are still figuring out how to maximize their recent investments in Social Media. Learn how merging your social campaigns with established best practice direct marketing strategies can create the winning formula.
"For millions of years, human beings have been
part of one tribe or another. A group needs only
two things to be a tribe: a shared interest and a
way to communicate”- Seth Godin
Conversations that were once limited to physical
proximity have expanded to multiple platforms online.
With the evolution from desktop to mobile, these
conversations can take place almost anywhere. It’s
important for brands to be there to feed fans what
they crave, when and where they want it to have the
most success in changing purchase behaviour. New
platforms that empower fans to connect along with
advancements in ad technology also enable better
tracking abilities.
Paid Owned Earned - the book [sample editorial] by Nick BurcherPaid Owned Earned
Sample editorial from the new book 'Paid Owned Earned: maximizing marketing returns in a socially connected world' by Nick Burcher.
On sale 3rd March 2012 (available for pre-order Feb 2012.)
This sampler contains an excerpt from chapter one explaining how Paid Owned Earned media all work together and also features a brief excerpt from chapter 7 which discusses how Paid Media TV can be extended into Owned Media and Earned Media (and vice versa.)
The New Rules For Modern Communications: Owned Media to Agile Engagement at P...Michael Pranikoff
Presentation by PR Newswire Global Director of Emerging Media, Michael Pranikoff, given at the Public Relations Society of America 2012 International Conference in San Francisco Conference - #PRSAICON . In this presentation, topics discussed include the future of content vs. advertising, search working with social, the importance of visualizing your message, and brand engagement.
Marketing Essentials: Public Relations/Earned Media & Social Media/Owned Medi...Sports and Social Change
The core of this session is mastering communication with your target audience, through "Earned Media" (traditional news and lifestyle channels) and "Owned Media" (internal tools, such as newsletters, blogs and social media). We explore how to create news-worthy content and events, drafting a press release, building a targeted media list and how to outreach to journalists, identifying the best social media channels for your brand (i.e. – Facebook / Twitter / YouTube / Pintrest / Linkedin / Quora) and developing an internal content strategy.
Leveraging Owned Media to Manage Marketing Complexities by Hiroto Ebata of Co...iMediaIndia
First keynote speaker at iMedia Brand Summit 2012 – Hiroto Ebata, Vice President, iMarketing & System Innovation, Marketing & New Businesses, Coca-Cola Japan. With a legendary brand like Coca-Cola, Hiroto showcased how this drink connected with consumers through various initiatives, their ‘Open Happiness’ tagline which stays standard in all markets, usage of a mobile campaign in Japan, etc. View this video to know how this brand created a powerful impact & continue the legacy of Coca-Cola around the globe.
Developing a Social Content Strategy: Finding the right mix of paid, owned an...Merit Pages
Amy Mengel's presentation from the 2012 PRSA Counselors to Higher Education Senior Summit defines different types of content types: paid media, owned media, and earned media, offers examples of each from across higher education institutions, and discusses a framework for integrating the three types of media in to a strategic communications approach.
PR: how to use storytelling to make the jump from owned to earned mediaFINN
Smaller newsrooms and stricter positionings in the media landschape today make it harder to get media wins with "spray and pray" press releases. On the other hand, there are more opportunities than ever for organizations and brands that can add value to the specific segments that media target.
In this webinar @FINNbe explores how brands can create a "lean" PR and content marketing programme that will predictably and repeatably generate positive media coverage.
The key is to rely on quality sources and to use tried and tested storytelling techniques.
The terms earned, owned and paid media have become very popular in the digital marketing space. Together they can be applied as a simple way for digital marketers to categorize and ultimately prioritize all of the media options they have today.
Using Earned, Owned and Paid Media to Improve Ford's ReputationScott Monty
Lessons on Ford's social media progress - from our strategy to the Fiesta Movement, and a case study on the 2011 Ford Explorer reveal on Facebook that benefitted from the coordination of earned, owned and paid media.
Community Engagement: Managing Communities Across Digital EmbassiesEdelman Digital
Community engagement is at the core of social media. "Digital Embassies" such as your organization's presence on Facebook and Twitter must not only be launched but managed. This slideshow provides a strategic framework for the large enterprise to follow.
Paid Owned Earned Shared Convergent Social: Media Models - Curated list of 7...Nick Kellet
A curated list
Originally via
http://list.ly/list/Rt3-70-plus-paid-owned-earned-and-shared-media-models-graphics-posts
There's no commentary here. That's to follow in a second deck with a new model. This is purely research document - one that's useful for anyone who needs to fasttrack their learning on POEM
Digital ecosystem: how to manage your paid, owned and earned mediaReading Room Singapore
What is a digital ecosystem? Learn how to manage your digital resources – owned media (such as your website), earned media (such as social engagement), down to paid media (print or online advertisements).
This slideshow will take you through:
• Types of media
• What is a customer experience ecosystem?
• How do I create a customer experience ecosystem?
• How to test, learn and evolve
• Understanding your customers
• Some questions to get you thinking about your brand and situation
Happy reading! If you have any questions or would like to know more, please get in touch with Reading Room.
Here in this Presentation you will find about the "use of internet as marketing medium"
and types of internet marketing with complete data and analysis .....
I hope, it will be helpful
Social Media Marketing Tips for Small Businesses.pdfWWW.APPZSOFT.COM
In today's digital age, social media has become an integral part of our lives. With over 4.2 billion active users worldwide, it has become a powerful platform for businesses to reach and engage with their target audience. Social media marketing, also known as SMM, has proven to be an effective tool for businesses of all sizes, especially for small businesses with limited resources. In this article, we will explore the world of social media marketing for small businesses, including its benefits, different platforms, crafting a strategy, building a presence, advertising, staying consistent, utilizing tools, and staying up-to-date with algorithm changes.
Understanding Social Media Marketing
Social media marketing is a form of internet marketing that utilizes social media platforms to promote products or services and engage with potential and existing customers. It involves creating and sharing content, engaging with users, and running ads on various social media platforms to achieve specific business goals. Some common objectives of social media marketing for small businesses include increasing brand awareness, generating leads, driving website traffic, and boosting sales.
Why Social Media Matters for Small Businesses
Think of social media as a bustling marketplace where millions of potential customers gather to connect, interact, and be entertained. By establishing your brand as a participant in this dynamic space, you unlock a treasure trove of benefits, including:
Enhanced Brand Awareness: Social media platforms help you put your brand on the map, fostering familiarity and recognition among your target audience.
Direct Engagement: Communicate directly with your customers, understand their needs and preferences, and build valuable relationships.
Targeted Advertising: Reach the right people with laser-focused ads, maximizing your marketing budget and optimizing ROI.
Cost-Effective Promotion: Compared to traditional media, social media offers a relatively inexpensive way to reach a large audience.
Increased Website Traffic: Drive valuable leads and customers to your website by promoting your content and offers on social platforms.
Boost Brand Loyalty: Foster a community around your brand, encouraging user-generated content and positive word-of-mouth marketing.
Stay Ahead of the Curve: Social media keeps you up-to-date with industry trends and allows you to adapt your marketing strategies accordingly.
Benefits of Social Media for Small Businesses
One of the most significant benefits of social media for small businesses is its cost-effectiveness. Creating a profile on most social media platforms is free, and running ads can be done with a minimal budget compared to traditional advertising methods. It also allows businesses to reach a wider audience and target specific demographics, making it easier to connect with potential customers.
The What, How and Why in B2B Social Influencer MarketingMOI Global
How is Social Influencer Marketing relevant to B2B?
As with the consumer industry, buyers in B2B follow, listen and trust individuals across social media that have a strong share of voice in their domain of interest. This document takes you through the What, How and Why.
Boutique advertising agency delivers results (600+%) with fresh creative branding, marketing, advertising & website design. Well kept secret in San Francisco Bay Area.
The Ultimate Guide to Social Media Advertising Platforms.pdfSocially Savvy
As the digital realm continues to shape the way we interact, conduct business, and share information, social media platforms have become a bustling marketplace for marketers and businesses seeking to establish a formidable online presence. This guide aims to unravel the intricacies of social media advertising, demystify the vast array of platforms available, and equip you with the knowledge and strategies needed to harness their potential to drive success.
Whether you're a marketing professional, an entrepreneur, or someone simply curious about the digital advertising universe, this guide will provide insights and actionable tips to help you make informed decisions and create effective social media advertising campaigns. From the giants like Facebook and Instagram to the rising stars like TikTok, we'll explore the strengths, nuances, and opportunities presented by each platform.
We'll delve into the mechanics of ad creation, targeting, and optimization, unravel the latest trends in the world of social media advertising, and address the challenges that marketers face in this fast-paced environment. Our goal is to empower you with the knowledge to not only survive but thrive in the ever-shifting sands of social media advertising.
15 Effective Social Media Strategies Should Be Following In 2023.pdfShantnuSingh7
When it comes to social media, it is more important for marketers to understand and stay ahead of the curve. Let’s have a look at some of the important trends that you need to ensure you have the right tool at your disposal, and up-to-date strategy, and the required skills to make the best use of social media.
https://www.ezrankings.com/blog/effective-social-media-strategies/
How fluent are you in paid media? The vocabulary that was once exclusive to the advertising industry has become required learning for today's top PR professionals. This quick guide defines key paid media terms and explains why they matter to all communicators.
Content Marketing: new introduction to an old marketing ideaPeter Sigrist
Content marketing - the latest new idea to hit to world of marketing, or just an old idea rebadged? I argue that although content marketing has been around for years, it nevertheless deserves attention because it encourages companies and brands to think more clearly about content, audiences and measuring performance.
Presented by Ashley Sobel: July 7, 2017
Consumers are now spending more time with digital media than any other channel — even TV -- and advertisers are following suit. This class will focus on three key digital tactics: site direct display, digital video, and paid social. Specifically we'll cover the history of these channels, when and why to use them, how to plan and buy for them, and the tools at our disposal for activating and trafficking the buy.
Similar to eBook: Amplify Your Content Marketing on LinkedIn (20)
In this presentation, Danny Leibrandt explains the impact of AI on SEO and what Google has been doing about it. Learn how to take your SEO game to the next level and win over Google with his new strategy anyone can use. Get actionable steps to rank your name, your business, and your clients on Google - the right way.
Key Takeaways:
1. Real content is king
2. Find ways to show EEAT
3. Repurpose across all platforms
The digital marketing industry is changing faster than ever and those who don’t adapt with the times are losing market share. Where should marketers be focusing their efforts? What strategies are the experts seeing get the best results? Get up-to-speed with the latest industry insights, trends and predictions for the future in this panel discussion with some leading digital marketing experts.
Dive deep into the cutting-edge strategies we're employing to revolutionize our web presence in the age of AI-driven search. As Gen Z reshapes the digital realm, discover how we can bridge the generational divide. Unlock the synergistic power of PPC, social media, and SEO, driving unparalleled revenues for our projects.
QuickBooks Sync Manager Repair Tool- What You Need to Knowmarkmargaret23
Occurrence of technical errors on QuickBooks is common but it can be resolved with the use of QuickBooks Sync Manager Tool . With the help of this too, users can sync the QuickBooks Desktop company file with the Intuit online server. It is compatible with versions QuickBooks Pro, Premier, or Enterprise. In case a user faces sync-related errors then they simply need this repair tool.
Everyone knows the power of stories, but when asked to come up with them, we struggle. Either we second guess ourselves as to the story's relevance, or we just come up blank and can't think of any. Unlocking Everyday Narratives: The Power of Storytelling in Marketing will teach you how to recognize stories in the moment and to recall forgotten moments that your audience needs to hear.
Key Takeaways:
Understand Why Personal Stories Connect Better
How To Remember Forgotten Stories
How To Use Customer Experiences As Stories For Your Brand
How to Use AI to Write a High-Quality Article that Ranksminatamang0021
In the world of content creation, many AI bloggers have drifted away from their original vision, resulting in low-quality articles that search engines overlook. Don't let that happen to you! Join us to discover how to leverage AI tools effectively to craft high-quality content that not only captures your audience's attention but also ranks well on search engines.
Disclaimer: Some of the prompts mentioned here are the examples of Matt Diggity. Please use it as reference and make your own custom prompts.
In the digital age, businesses are inundated with tools promising to streamline operations, enhance creativity, and boost productivity. Yet, the true key to digital transformation lies not in the accumulation of tools but in strategically integrating the right AI solutions to revolutionize workflows. Join Jordache, an experienced entrepreneur, tech strategist and AI consultant, as he explores essential AI tools across three critical categories—Ideation, Creation, and Operations—that can reshape the way your business creates, operates, and scales.This talk will guide you through the practicalities of selecting and effectively using AI tools that go beyond the basics of today’s popular tools like ChatGPT, Claude, Gemini, Midjourney, or Dall-E. For each category of tools, Jordache will address three crucial questions: What is each tool? Why is each one valuable to you as a business leader? How can you start using it in your workflow? This approach will not only clarify the role of these tools but also highlight their strategic value, making it perfect for business leaders ready to make informed decisions about integrating AI into their workflows.
Key Takeaways:
>> Strategic Selection and Integration: Understand how to select AI tools that align with your business goals and how to conceptually integrate them into your workflows to enhance efficiency and innovation.
>> Understanding AI Tool Categories: Gain a deeper understanding of how AI tools can be leveraged in the areas of ideation, creation, and operation—transforming each aspect of your business.
>> Practical Starting Points: Learn how you can start using these tools in your business with practical tips on initial steps and integration ideas.
>> Future-Proofing Your Business: Discover how staying informed about and utilizing the latest AI tools and strategies can keep your business competitive in a rapidly evolving digital landscape.
[Google March 2024 Update] How To Thrive: Content, Link Building & SEOSearch Engine Journal
March 2024 disrupted the SEO industry. Websites were deindexed, and manual penalties were delivered—all to produce more helpful, more trustworthy search results.
How did your website fare?
Watch us as we delve into the seismic shifts brought about by Google's March 2024 updates and explore strategies to not just survive, but thrive in this dynamic digital landscape.
You’ll learn:
- How to create content that is valuable to users (not just search engines) using E-E-A-T.
- How to build links that can boost rankings and withstand algorithm updates.
- Best practices for content creation and link building so you can thrive during algorithm updates.
With Vince Ramos, we'll examine the implications of the latest algorithm changes on content creation, link building, and SEO practices, and offer actionable insights from businesses like yours that have remained steadfast amidst the volatility.
Using real-life case studies, we’ll also show you the effectiveness of manual link building techniques and person-first content strategies.
Whether you're a seasoned SEO professional, a budding content creator, or anyone in between, this webinar will help you weather the changes in Google's algorithms and capitalize on them for sustained success.
Check out this webinar and unlock the secrets to thriving in the new Google era.
As the call for for skilled experts continues to develop, investing in quality education and education from a reputable https://www.safalta.com/online-digital-marketing/best-digital-marketing-institute-in-noida Digital advertising institute in Noida can lead to a a success career on this eve
This session will aim to comprehensively review the current state of artificial intelligence techniques for emotional recognition and their potential applications in optimizing digital advertising strategies. Key studies developing AI models for multimodal emotion recognition from videos, images, and neurophysiological signals were analyzed to build content for this session. The session delves deeper into the current challenges, opportunities to help realize the full benefits of emotion AI for personalized digital marketing.
First Things First: Building and Effective Marketing Strategy
Too many companies (and marketers) jump straight into activation planning without formalizing a marketing strategy. It may seem tedious, but analyzing the mindset of your targeted audiences and identifying the messaging points most likely to resonate with them is time well spent. That process is also a great opportunity for marketers to collaborate with sales leaders and account managers on a galvanized go-to-market approach. I’ll walk you through the methods and tools we use with our clients to ensure campaign success.
Key Takeaways:
-Recognize the critical role of strategy in marketing
-Learn our approach for building an actionable, effective marketing strategy
-Receive templates and guides for developing a marketing strategy
The Good the Bad and The Ugly of Marketing MeasurementNapierPR
We explore how B2B marketers can impress the board by measuring their PR and marketing campaigns successfully, and explore 5 metrics that will get you promoted, and 3 that will get your fired.
We cover:
-Meaningless marketing metrics
-The difference between attribution and incrementality
-The importance of the customer journey
-Why you should care about prospects that are in market
-Measuring the unmeasurable
Mastering Local SEO for Service Businesses in the AI Era is tailored specifically for local service providers like plumbers, dentists, and others seeking to dominate their local search landscape. This session delves into leveraging AI advancements to enhance your online visibility and search rankings through the Content Factory model, designed for creating high-impact, SEO-driven content. Discover the Dollar-a-Day advertising strategy, a cost-effective approach to boost your local SEO efforts and attract more customers with minimal investment. Gain practical insights on optimizing your online presence to meet the specific needs of local service seekers, ensuring your business not only appears but stands out in local searches. This concise, action-oriented workshop is your roadmap to navigating the complexities of digital marketing in the AI age, driving more leads, conversions, and ultimately, success for your local service business.
Key Takeaways:
Embrace AI for Local SEO: Learn to harness the power of AI technologies to optimize your website and content for local search. Understand the pivotal role AI plays in analyzing search trends and consumer behavior, enabling you to tailor your SEO strategies to meet the specific demands of your target local audience. Leverage the Content Factory Model: Discover the step-by-step process of creating SEO-optimized content at scale. This approach ensures a steady stream of high-quality content that engages local customers and boosts your search rankings. Get an action guide on implementing this model, complete with templates and scheduling strategies to maintain a consistent online presence. Maximize ROI with Dollar-a-Day Advertising: Dive into the cost-effective Dollar-a-Day advertising strategy that amplifies your visibility in local searches without breaking the bank. Learn how to strategically allocate your budget across platforms to target potential local customers effectively. The session includes an action guide on setting up, monitoring, and optimizing your ad campaigns to ensure maximum impact with minimal investment.
Checkout Abandonment - CRO School by Mailmodosaba771143
Fear of abandonment’ means a whole different thing in eCommerce.
Because the loss is tangible. And felt right in your pocket.
But that also means there are real things you could fix.
One of the final stages of shopping abandonment occurs is the checkout page.
Which means it impacts your bottom line directly.
So here’s a rundown of:
→ Reasons shoppers abandon the checkout process
→ How other brands cope with these issues
→ Actionables to fix your checkout flow
Do it right, and you’ll feel the change in your revenue.
This is a part of our CRO School series - to help you fix the revenue leaks in your eCommerce store.
Sign up for CRO School and get these insights right in your inbox
(Visit the link to enroll ->https://www.mailmodo.com/cro-school/?utm_source=cro-school&utm_medium=slideshare )
#ecommerce
#cro
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It's another new era of digital and marketers are faced with making big bets on their digital strategy. If you are looking at modernizing your tech stack to support your digital evolution, there are a few can't miss (often overlooked) areas that should be part of every conversation. We'll cover setting your vision, avoiding siloes, adding a democratized approach to data strategy, localization, creating critical governance requirements and more. Attendees will walk away with actions they can take into initiatives they are running today and consider for the future.
1. A M P L I F Y
HOW TO USE PAID, EARNED AND OWNED MEDIA TO PUMP UP
THE VOLUME OF YOUR CONTENT MARKETING
Sophisticated
SPECIAL REPORT
A
MARKETER
2. How content marketers can take control of the volume dial
Introduction
Not so long ago, media was ruled by
large news outlets and powerful media
conglomerates, and accessible to marketers
only when they paid their way onto them or,
on rarer occasions, earned their coverage.
As a brand you could produce great
content, but you had to rely on somebody
else to amplify it for you. It was like being
a great underground rock act that couldn’t
get onto the agenda of the radio stations –
without someone to broadcast your sound,
you couldn’t get the credit your content
deserved.
Today, things have changed. Those news
outlets are just one slice of a much larger
digital media pie. Social media, technology
and the changing nature of online behaviour
have levelled the playing field for small
businesses and savvy marketers. In this age
of media upheaval, content marketers have
more options than ever in the form of paid,
earned and owned media. Understand
these three different strategies, and you’ll be
able to amplify your content marketing and
reach an audience whenever you need to.
In this eBook we will uncover the difference
between paid, earned and owned, and
discuss how you can get the most out of
each. We’ll look at best-in-class examples,
and we’ll reveal how best to measure the
performance of each area. Are you ready to
turn up the volume? Then let’s begin…
SHARETHEEBOOK 2
3. C h a p t e r 1:
Why you need a
strategy
to make yourself
heard
C h a p t e r 2
the evolving
online media
landscape
Table of Contents
Index
C h a p t e r 3 :
choosing the
amplifiers
the what and when
of paid, earned and
owned media
C h a p t e r 4 :
Knowing if your
amplifiers are
working
4 8
6 18
SHARETHEEBOOK 3
4. Why you need a strategy
to make yourself heard
C h a p t e r 1
SHARE THE EBOOK 4
5. 34% 37%
55% 11%
According to Content Marketing
Institute’s 2016 UK Benchmarks,
Budgets and Trends report, only a
paltry 34% of UK content marketers
reported that their content marketing is
effective.
The report also revealed an obvious
cause– only 37% of UK content
marketers actually had a content
marketing strategy. In fact, a sound
strategy is the single biggest difference
between effective and ineffective
content marketers: 55% of the effective
ones have a documented strategy,
only 11% of the ineffective ones do.
And one of the biggest benefits of
a strategy is that you have already
mapped out how you will amplify your
content when you come to create it.
of UK content marketers
reported that their content
marketing is effective.
of effective content
marketers have a
documented strategy.
of UK content marketers
actually had a content
marketing strategy.
of ineffective content
marketers have a
documented strategy.
SHARETHEEBOOK 5
7. According to a recent Vouchercloud
infographic, global internet traffic
has spiked from 100 GB per second
in 2002, to a projected 50,000 GB
per second in 2018. That’s a 49,900%
increase. Nielsen says that digital
media engagement has spiked to an
average 9 hours a day, per consumer.
But, how much more media time can
consumers really handle? Not much, in
our opinion.
In 2014, Mark Schaefer – social media
expert and author of “The Content
Code” – declared we had entered
an era of “Content Shock.” As Mark
described, content creation was far
outpacing content demand. As more
brands create content, it’s become more
and more difficult to capture audiences’
attention through that content.
Just as the internet has evolved, so too
must content marketers. The first step
to getting your content in front of your
desired audience is learning how to use
paid, earned and owned media to your
advantage. That’s the key to continuing
to deliver relevant content to relevant
people at relevant moments – but doing
it once isn’t enough. The way that
audiences find your content one year
may not be the same the next – and
content marketers have to stay nimble
and evolve their approach in order to
stay on their audiences’ playlists.
Old top HITS
SHARETHEEBOOK 7
9. No matter what your business is, thriving in today’s digital world requires a media strategy that makes
sense.While there are no magic formulas to follow, there are certainly best practices we can all learn
from. Below we’ve outlined how your different paid, earned and owned options line up – and best
practices to follow in each area.
What is paid media?
Paid media is defined as any media space purchased – whether physical or digital – to promote
a brand, idea, person, campaign or organisation. For our purposes, we are limiting our
definition of paid media to all things digital. This could include, but is not limited to:
Visual banners
displayed across
various websites at
varying sizes and levels
of interactivity
• LinkedIn Sponsored
Content
• LinkedIn Text Ads
• Facebook ads
• Instagram ads
• Twitter ads
• YouTube pre-roll ads
Any digital advertisement
displayed on a website
or elsewhere online (can
be social media) that
matches the form and
function of the property
on which it is displayed
• Similar to pay-per-click,
but strictly visual in nature
• Can be displayed across a
variety of websites using
remarketing technology
leveraging data stored
using cookies from
websites
Banner Ads Paid Social Media Native Search Engine Display Ads
• Sidebar search engine
ads commonly seen on
Google, Bing and Yahoo
triggered by search
engine keyword query
• PPC ads can also live on
a website, but are also
triggered by keyword
query
Search Engine Marketing
SHARETHEEBOOK 9
10. When to include paid media in your strategy
Paid media can supplement your content marketing at all stages of your sales funnel. Not sure
what all this funnel business is about? Download our eBook, “Rethink the B2B Buyer’s Journey”
for more information on developing full-funnel tactics.
Here are the most common situations for using paid media:
Search engine marketing, most
commonly referred to as PPC, is best
used for driving customers into a clearly
defined purchase path. Products,
software, platforms and books can all
benefit from search engine marketing ad
spend.
Native advertising offers an effective
means of getting editorial content in
front of niche audiences. Consider testing
Outbrain, Taboola, Sharethrough, or of
course, LinkedIn Sponsored Content.
Finally, display ads and remarketing can
offer your readers a useful and visual
“nudge” as it were, reminding them to
return to your website for a download
or free trial. Try some pixel retargeting
for your next eBook, asset, campaign, or
sweet coupon deal. When used tastefully,
it works.
Banner ads are less popular than they
were ten years back, but still help large
brands gain massive exposure and
awareness for new and existing products
and services. Most content marketers
avoid banner advertising, unless the
targeting is spot-on.eBook, asset,
campaign, or sweet coupon deal. When
used tastefully, it works.
Paid social media works fantastically
for gaining increased exposure for
blog articles, eBooks and other content
assets meant to drive awareness. Due
to the massive amount of demographic
information available to marketers via
social platforms, savvy content marketers
often utilise paid social media advertising
in nearly all areas of their content
marketing.
For more on how to improve your organic ranking and content
marketing with paid media, watch this video from Rand
Fishkin, a.k.a. the “Wizard of Moz.”
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11. Businesses that offer
consumer services often seek
to have third-party users post
reviews or mentions on sites
like Reddit, Yelp, Trustpilot or
Yell
Post in an online
community
What is earned media?
Earned media – also commonly referred to as word-of-mouth advertising, PR, publicity or media
relations – is an unpaid means of gaining greater recognition and exposure. It is often the result
of providing customers with a valuable product, service, experience, or content. Earned media
usually comes to fruition as a third-party news article, interview or online review.
Earned media includes:
By providing valuable web-
based content, other websites
link to your blog post, asset or
website
By providing valuable web-
based content, search engine
algorithms (might) rank your
content above others thereby
bringing an authority to your
business and greater reach via
organic search exposure
When someone with great
influence in your shared area
of expertise mentions you
online, via social media, or
posts content in response to
your activity
When a blog, news outlet,
podcast or organisation writes
content featuring you, your
campaign or your organisation
When a customer or business
mentions you in a LinkedIn
post, Facebook mention,
Twitter reply or Snapchat;
gaining followers via social
media is also considered
earned
Links
Organic SEO Influencer activity
Third-party article or
content
Word-of-mouth referralSocial mention
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12. When to include earned media in your strategy
Earned media is the holy grail of
marketing. Chipping away at link-
building, social media mentions and
getting influencers to post about your
organisation can take months, or even
years. It’s worth it. In fact, a Nielsen
study found a full 84% of consumers
around the world trust word-of-mouth
recommendations above all other
forms of advertising.
Earned media is about mapping your
core business objectives to the earned
media activities that can further those
objectives.
Here are just a few common examples
of how earned media could be
applied to a marketing mix:
• Marketers aiming to promote
a software platform seeking to
get mentioned in top industry
publications in order to build trust
and credibility.
• Authors, publishers and thought
leaders seeking increased visibility
among publishers on social
media via customer reviews,
and influencers discussing their
publications or posts.
• A local business seeking to
rank first in search engines, and
getting glowing reviews in online
communities, forums and review
sites.
No matter your business, earned media
takes time.While paid media is a lever to be
pulled, earned media is more like a door you
must consistently, but politely knock upon.
At the end of the day, earned media is a
reflection of real-world trust and relationships
built online.
Of consumers around the
world trust word-of-mouth
recommendations above all
other forms of advertising.
84%
For an in-depth report on consumers, brands and earned
media, check out Edelman’s Earned Brand 2016 Study.
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13. Brands killing it with earned media
Dove’s Real Beauty Campaign
Despite its age, this ongoing campaign was truly a game-changer for Dove. It’s
one of modern marketing’s most talked about success stories, and has garnered
an incredible amount of media attention for the brand.
Marketers can learn a great deal about brand authenticity and long-term
consumer perception from ‘Real Beauty’.
Land Rover: #Hibernot
#Hibernot is a cross-channel media campaign from Land Rover which
incorporated social, video and experiential marketing. It launched in 2014 and
it’s still going strong.
One of the campaign executions involves giant billboards that apply Instagram-
like filters to the winter landscape, increasing its sense of beauty, and inviting
viewers to see winter differently. The amazing thing about this part of the
campaign was that there were no Land Rover vehicles in any of the ads. Its goal
was simply to drive awareness and activity around the #Hibernot hashtag – and
invite audiences to share their own views of winter. Land Rover understood that
success with earned media sometimes requires an initial paid media investment
– and a commitment to getting audiences talking.
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14. What is owned media?
Owned media is content you publish or distribute via platforms you own. The key here is having
complete control. You are deciding when, how and exactly what is getting published.
Common owned media outlets include:
• Many social media
practitioners consider their
blog a “home base” for all
their social activity
• Blogs allow authors to
test content types, gain
search engine ranking
and provide thought
leadership and advice
to their customers or
audience
Many marketers host their own events where they control
programming, venue and the overall experience, in order to
develop targeted relationships
Marketers often publish
digital (or physical)
magazines containing
unique content completely
customised and owned by
the brand
Websites allow marketers
to position their brands
online through customised
experiences, content and search
engine visibility
LinkedIn company pages,
Facebook pages and Twitter
accounts are just some of
the channels through which
marketers can control their
posts, content and message
Caveat: social platforms have a
tendency to change over time,
which means you won’t “own”
this content in the same way you
would if it existed on your own
blog or website
Blogs
Events
MagazinesWebsites Social “owned” assets
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15. When to include owned media in your strategy
Owned media is the purest extension of your marketing, organisation and brand. This is why the
ultimate goal of many content marketers is to develop significant reach and authority via their
owned channels. It’s critical to build and distribute content on your own platforms, even if your
reach is low to begin with.
Here are two valuable pillars to build your owned media strategy around:
Creating a unique web
experience can be a powerful
differentiator, especially for B2C
brands. Developing interactive
content that captures the attention
of your target audience provides a solid,
owned foundation on which to build your paid
and earned media strategy. But consumer
brands should get these experiences up
and running before delving into any paid
media spend.
1 2 Developing a blog, or
another owned thought
leadership experience (like
a magazine) can be a powerful
marketing tool for B2B brands seeking
to set themselves apart with unique industry
knowledge. Drive users via paid and earned
tactics to this home base where you can control
more of the experience and content served
to your audience. Developing content
and thought leadership should be a
continuous activity in your media
mix.
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16. Brands killing it with owned media
Sephora Mobile App
The Sephora mobile app features the Sephora
Virtual Artist tool. It’s a killer B2C owned media
experience. Within the app, users can test
make-up types and colours via augmented
reality technology, without ever visiting a store.
This campaign has driven significant earned
traffic, traditional media mentions and sales.
And hey, it’s fun to play around with, too.
SAP Gyro, Forbes Insights
In partnership with Forbes, SAP created an information hub where executive
business leaders can learn, grow and network. Content included research
and interviews with 300 senior marketing executives, white papers, articles,
infographics, SlideShare decks, webinars and videos. The hub garners solid
engagement via social media, blog posts and emails. CMOs are the target
audience, and the website has gained significant reach among executives.
Whether dabbling in content marketing or scaling a full content
department, it’s crucial to get a handle on paid, earned and owned media.
Thankfully, the days of spray-and-pray are long gone. It’s up to each of us to
ensure our media mix is sound.
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17. That concludes our journey through paid,
owned and earned media.
Now let’s look at the metrics that can help you
fine-tune your approach and take you to the next
level – the rock star frontmen and women your
content needs to succeed.
SHARETHEEBOOK 17
19. Developing a paid, earned and owned
media strategy is just the start. In order
to maximize your content marketing
and tune in to find out whether your
strategy is a success, you’ll need to
listen to the metrics that matter most.
Plain and simple; metrics are the rock
stars of your content marketing.
At the front of every epic rock band is a
rebel, leader and star. Some tear their
hair out and swing from the rafters
to win the love of the crowd. Others
enchant and delight their fans with soft
melodies until just the right moment,
when they break into that face-melting
guitar solo. Whether loud, soft, insane
or methodical, one thing is true of all
rock stars; when they take the stage,
everything just works.
Use the following metrics rock stars to
guide your paid, earned and owned
strategy and you’ll find everything falling
into place. The best way to tune that
strategy to perfection is to have an ear
for what’s working and what isn’t. Here
are the metrics that you need to listen
out for – and their rock star equivalents.
6 essential online advertising metrics:
the rock stars that can guide your content to the top
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20. Simply put, a single impression represents a single person viewing
your ad, website or campaign. Your total impressions represent all
of the people – and all of the times those people – have viewed
your ad or campaign. In online advertising, cost per thousand
impressions (CPM) is a fairly common bidding system, which
advertisers use to purchase ad units. Purchasing impressions in
your online advertising guarantees that your ad will get served to
the exact number of impressions you pay for.
Going back to the Beatles, Sir Paul
McCartney has had a magical and
broad appeal. More than other rock
stars, his music commands a respect
and amazing ability to connect
with seemingly everyone on Earth.
Unbelievably, more than 2,200 artists
have covered his song, “Yesterday.”
Relevant and meaningful for almost
any campaign, if impressions were a
rock star they would be McCartney.
1 Impressions: the Paul McCartney of metrics
Impressions defined:
So why Paul McCartney?
Author:OliGill
SHARETHEEBOOK 20
21. Clicks represent the customers who saw your ads, and for one
reason or another, clicked on them. Many advertisers focus on
clicks as a continued indication of customer interest and success.
Another important consideration is the ratio between your
impressions and clicks. If you are getting impressions, but no one
is clicking, it might be time to re-engineer which channels you
are targeting, and what creative assets you are using to reach
your target audience. In pricing terms, cost-per-click (CPC) is an
advertising model that requires marketers to pay when someone
clicks on an ad. It’s slightly more expensive than CPM, but often
more targeted.
Bowie was intriguing and entertaining, both of which are key to
getting clicks in marketing. He combined experimental sounds and
striking visuals that always left audiences hungry for more. It’s true
that not everyone loves Bowie, but everyone sure as heck wanted
to know what he was up to. That’s the kind of deeper engagement a
click can indicate.
Clicks defined:
Why David Bowie?
2 CLICKS: the David Bowie of metrics
Author:RCARecords
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22. A lead is a potential customer that
demonstrates interest in your business
by filling out a form on your website,
or by sharing contact information with
your business in another fashion (e.g.,
at an event). Leads can be broken down
into two broad categories: sales leads
and marketing leads.
Depending on the size and nature
of your business, leads may be
automatically funnelled into a
marketing automation platform (like
Marketo), or passed on to one of
your sales team, who will reach out
directly to that lead to nurture a deeper
relationship.
3 Leads: the Mick Jagger of metrics
Leads defined:
Arguably the most influential front
man in rock history, Mick Jagger has
had an impact on nearly every
rock singer that followed. With
a cool but commanding
demeanour, and an instantly
recognisable voice, Mick is
a guy everyone wants to
hang out with. And in
online advertising,
new leads represent people who
want to hang out with your brand.
Be like Mick Jagger, and go get
those leads.
So why Mick Jagger?
Author:NationaalArchief
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23. A conversion happens when one of your leads purchases your
product, platform or service. Conversions are at the bottom of the
marketing funnel, and represent all of the online visitors driven by
your advertising who convert into paying customers. Conversions
are most often tracked via Google Analytics or another customer
relationship management (CRM) system. A key component of
the conversions game is tracking each action your customer
took prior to making a purchase. Knowing the path to
conversion means you can replicate that success, at
least in theory.
Freddie Mercury had a voice like no
one before, or since. Like a highly
creative, differentiating ad campaign
that drives customers into marketers’
arms, he could sing just a handful of
notes and drive album sales sky high. If
conversions were a rock star, they’d be
Freddie Mercury – proof of the power
of creative marketing to make things
happen.
4 Conversions: the Freddie Mercury of metrics
Conversions defined:
Why Freddie Mercury?
Author:CarlLender
SHARETHEEBOOK 23
24. 5 Cost Per Lead (CPL): the Prince of metrics
When advertisers bid to post ads
on the web, they have several
payment models to choose from.
Cost per lead (CPL) describes a
pricing model in which advertisers
only pay when a lead signs up, or
shares contact information with a
brand.
CPL is the most accurate means
for advertisers to project their
guaranteed returns for the amount
of money spent on ads.
CPL defined:
Prince was arguably
the most elusive and
mysterious rock star in
history. But one thing was
certain, when Prince was
in the building, you were
guaranteed to get the best
show of your life. Prince is
our CPL rock star largely
because you knew that
he would always deliver
serious bang for your buck.
Why Prince?
Author:YvesLorson
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25. Return on investment (ROI) is the profit your online advertising drives, compared
to the amount of money you spent on that advertising. Having a high ROI in your
marketing means you’re making a good investment. ROI is often tracked quarter
over quarter, or year over year by executives and marketing decision
makers. The simplest means of calculating your ROI is to divide the
amount that customers spend on your products or services as
a result of your marketing by the investment you made
in that marketing. You can then express this as
either a ratio or a percentage.
Jimi Hendrix was arguably the most
influential man to ever pick up a
guitar. With a mainstream spotlight
that spanned just 4 years, the return
on and impact of his short career has
been immense. Nearly everyone that
has played guitar since Jimi Hendrix
has also dreamed of playing like Jimi
Hendrix. Jimi represents the ultimate
ROI in rock history. With just a few
notes, he changed rock forever.
6 Return-on-investment (ROI): the Jimi Hendrix of metrics
ROI defined:
So why Jimi Hendrix?
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26. Whether you are dabbling in various advertising
methods for your small business, or scaling a new
software to the cloud, understanding your key
performance indicators and online advertising
metrics holds the key to success or failure.And
marketing that rocks is essential, if you want your
key metrics to head in the right direction.
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27. Today, LinkedIn members number more than 400+ million of the 600 million
professionals on the planet, representing the largest group anywhere of
influential, affluent, and educated people.
For more information, visit:
https://business.linkedin.com/en-uk/marketing-solutions
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