A strong marketing strategy isn’t built on just one approach—it’s a mix of different tactics working together to maximize reach and impact. Understanding the three main types of media—owned, earned, and paid—can help businesses create a well-rounded strategy that builds brand awareness, fosters trust, and drives sales. To use them all effectively, you’ll first need to know what each type entails and why they’re important.
Owned Media: The Assets You Control
Owned media refers to the content and platforms that your business fully controls. These assets serve as the foundation of your marketing strategy because they allow you to communicate directly with your audience without relying on third-party platforms.
Examples of Owned Media:
Your website and blog
Email newsletters and your email subscriber list
Photos and graphics you create
Podcasts and video content you produce
Company-branded apps or tools
Owned media is a long-term investment that strengthens your brand presence. It gives you full control over messaging and branding while providing a stable, reliable way to engage with customers. By consistently creating valuable content, you can attract and retain your audience organically.
Earned Media: The Credibility You Gain
Earned media refers to the exposure your brand receives through organic mentions, press coverage, and word-of-mouth marketing. Unlike owned media, earned media isn’t directly controlled by your business—it’s what others say about you.
Examples of Earned Media:
Mentions in news articles and industry publications
Customer reviews and testimonials
Shares, comments, and organic engagement on social media
Influencer endorsements (without paid partnerships)
Word-of-mouth referrals
Earned media builds credibility and trust in a way that owned and paid media often cannot. When customers or industry leaders speak positively about your business, it serves as social proof that enhances your reputation. However, since you don’t control earned media, it requires a proactive approach—delivering high-quality products, excellent customer service, and valuable content that encourages people to share your brand organically.
Paid Media: The Visibility You Buy
Paid media involves promotional efforts that require payment to reach a wider audience. While it can be an effective way to generate traffic and leads, it works best when combined with strong owned and earned media strategies.
Examples of Paid Media:
Social media ads (Facebook, Instagram, LinkedIn, etc.)
Google Ads and search engine marketing (SEM)
Sponsored content and influencer partnerships
Display advertising on websites
TV, radio, and print ads
Paid media allows businesses to quickly expand their reach and target specific audiences with precision. It’s especially useful for promoting new products, driving website traffic, or boosting brand awareness. However, paid media alone isn’t a sustainable strategy—it’s most effective when used to amplify owned and earned media efforts.
Using All Three Pillars for a Balanced Strategy
The most successful marketing strategies leverage all three types of media. Here’s how they can work together:
Owned Media provides a stable foundation for brand messaging and customer engagement.
Earned Media builds trust and credibility by showcasing what others say about your brand.
Paid Media amplifies your reach and brings in new audiences who might not find you organically.
For example, a company might create valuable blog content (owned), which gets shared by customers on social media (earned), and then run a targeted ad campaign to drive even more traffic to the post (paid).
Find the Right Mix for Your Business
No single type of media is enough on its own, and while you don’t need an exactly equal split between all three, over-reliance on one can be detrimental. You’ll need a combination of owned, earned, and paid media to create a well-rounded marketing strategy. By investing in content you own, encouraging organic engagement, and using paid media strategically, you can build a resilient marketing approach that adapts to changing trends and reaches your target audience effectively.
Need help creating a balanced marketing strategy that works for your specific business? At Evergreen Marketing, we help small businesses and organizations across Massachusetts and the greater New England area leverage different owned, earned, and paid media tactics to achieve their goals. Reach out today to book a complimentary discovery call and get started!