Content is king, but distribution is queen. If you want to reach your target audience and achieve your communication goals, you need to have a strategic plan for how to share your content across different channels and platforms. In this article, we will explore how you can use both owned and earned media to distribute your content effectively and efficiently.
Owned media are the channels that you control and manage, such as your website, blog, newsletter, social media accounts, podcast, or video channel. You have full authority over the content, design, and frequency of these channels, and you can use them to showcase your brand identity, values, and expertise. Earned media are the channels that you do not own or pay for, but that feature your content or mention your brand, such as online reviews, media coverage, guest posts, influencer endorsements, or user-generated content. You have less control over these channels, but they can boost your credibility, visibility, and reputation.
Share your messages as widely as possible, but not too widely. You should always reach your target group. Speak in simple sentences. Your target audience doesn't want to analyze your syntax first. Make sure that the message published in your media is distributed by other media. Mention other people and companies in your messages. Say positive things about these people and companies without being pandering.
Leveraging both owned and earned media for content distribution maximizes reach and credibility. Use owned media, like your website, blog, and social media channels, to publish and share original content, ensuring it's tailored to each platform and audience. To amplify your content through earned media, focus on creating high-quality, newsworthy content that influencers, journalists, and bloggers want to share or write about. Engage with these key figures and your wider audience by responding to comments and participating in discussions. Combining these approaches increases visibility, drives engagement, and establishes your brand as an industry authority.
Owned media—your websites, blogs, and social channels—serves as the foundation, allowing you to control your narrative and engage directly with your audience. Earned media, on the other hand, amplifies your message far beyond your direct reach, lending credibility and authority through third-party endorsements, such as social shares, reviews, and media mentions. Together, they create a powerful synergy: owned media establishes your brand voice and houses your core content, while earned media boosts your visibility and trustworthiness in the eyes of the public. To build a strong presence, you need both, to be sure.
Using both owned and earned media can help you create a balanced and diversified content distribution strategy that maximizes your reach, engagement, and conversion. By using your owned media, you can create and publish original, relevant, and valuable content that attracts and retains your audience, builds trust and loyalty, and drives traffic and leads to your website. By using earned media, you can leverage the power of third-party sources that amplify your content, expose it to new and larger audiences, enhance your authority and influence, and generate social proof and referrals.
Los medios propios permiten a las marcas tener un control total sobre su contenido y comunicación directa con la audiencia, mientras que los medios ganados aprovechan el reconocimiento externo y el boca a boca para amplificar el alcance y credibilidad de la marca. Al combinar estratégicamente ambos tipos de medios, las empresas pueden maximizar su presencia en línea y fortalecer su relación con los consumidores.
Over-dependence on owned media might keep you in control but can limit your reach to existing audiences, missing out on the exponential exposure that earned media offers. Conversely, focusing exclusively on earned media risks leaving your brand’s narrative at the mercy of external voices, without a solid home base to anchor your story or engage deeply with your audience. Utilizing both not only broadens your reach but also balances control with credibility. It ensures that your content strategy harnesses the depth of direct engagement with your audience through owned channels, while also tapping into the expansive potential of third-party validation through earned media.
To use your owned media effectively, you need to align your content with your audience's needs, interests, and preferences, and optimize it for search engines and user experience. You also need to plan and schedule your content according to your editorial calendar and your audience's behavior, and monitor and measure your content performance using analytics tools and metrics. Moreover, you need to update and repurpose your content regularly to keep it fresh, relevant, and engaging, and to extend its lifespan and reach.
Dar un Carácter Local Específico: Vincula tus comunicados a una zona específica para captar la atención de los medios. Utiliza nombres de celebridades locales, estadísticas regionales y un "ángulo de alimentación" local en el encabezamiento. Recopilar Información de Contacto: Una vez identificados los medios adecuados, recopila la información de contacto de los mismos mediante búsquedas en Internet, consultas telefónicas o por correo electrónico, entre otros procesos.
To use your earned media effectively, you need to identify and target the right media outlets, influencers, bloggers, or customers that can help you spread your content and increase your brand awareness and reputation. You also need to pitch and promote your content in a compelling and personalized way, highlighting the value and benefits for the potential source and their audience. Furthermore, you need to maintain and nurture your relationships with your earned media sources, by thanking them, providing feedback, offering support, and collaborating on future opportunities.
To integrate your owned and earned media, you need to have a clear and consistent message and tone across all your channels and platforms, and ensure that your content is relevant and complementary for each channel and audience. You also need to cross-promote your content between your owned and earned media, by linking to your website or blog from your guest posts or media coverage, or by sharing your earned media mentions on your social media accounts or newsletter. Additionally, you need to encourage and incentivize your audience to create and share user-generated content, such as reviews, testimonials, or social media posts, that can boost your earned media exposure and engagement.
Another effective method of integrating owned and earned media involves leveraging coverage received in publications. By repurposing this content for your website or social media channels, you enhance the credibility of your owned media platforms while extending your reach to a broader audience. Similarly, if your website hosts a blog, you can amplify its content through media channels, effectively conveying your key messages to a wider audience and adding value to your brand. Another strategy that is quite common these days is backlinking, where you strategically link to your website or blog from guest posts or media coverage. This can drive traffic back to your owned media channels.
Para integrar los medios propios y ganados, es fundamental seguir una estrategia que aproveche las fortalezas de ambos tipos de medios: Generación de Contenido de Calidad: Crear contenido relevante y valioso en tus medios propios que destaque la autoridad de tu marca en un tema específico, lo que puede atraer la atención de los medios ganados. Empoderar a la Comunidad: Utilizar el contenido generado por los usuarios (UGC) en tus redes sociales propias para dar voz a tus seguidores y convertirlos en protagonistas, lo que fortalece la relación con la comunidad y amplifica tu mensaje, entre otros procesos.
To evaluate your content distribution strategy, you need to define and track your key performance indicators (KPIs) for both your owned and earned media, such as reach, impressions, views, clicks, shares, comments, likes, followers, subscribers, leads, conversions, or revenue. You also need to use analytics tools and dashboards to collect and analyze your data, and compare it with your goals and benchmarks. Moreover, you need to test and experiment with different content formats, channels, and tactics, and optimize your strategy based on your results and feedback.
Para evaluar tu estrategia de distribución de contenidos para medios propios y ganados, es fundamental seguir estos pasos clave: - Establecer Objetivos Claros: Define objetivos específicos para tus medios propios y ganados. Estos objetivos deben ser medibles y alineados con tus metas de marketing y negocio. - Definir Métricas de éxito: Identifica métricas clave que te permitan medir el rendimiento de tus contenidos en medios propios y ganados. Estas métricas pueden incluir alcance, interacción, conversiones, entre otros. - Analizar el Rendimiento: Utiliza herramientas analíticas como Google Analytics, paneles de redes sociales y métricas de tu blog para evaluar cómo están funcionando tus contenidos en los diferentes canales.