The document outlines the differences between paid, owned, and earned media in inbound marketing. Paid media includes bought advertising, owned media refers to content created and controlled by the business, while earned media consists of coverage generated by others, such as shared posts and press mentions. Each type has unique strengths and weaknesses, and an effective marketing strategy combines all three for optimal reach and engagement.

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