Take a look at the four key ways to distribution content: paid, earned, owned and shared media.
- [Instructor] There are four key ways to distribute content via social media. Traditionally, marketers only had to worry about paid and earned media, but with social media came the opportunity for owned and shared media. Let's take a look. Paid media is what we know of as advertising, traditionally space in a newspaper or magazine, on radio, television, etc. Today, businesses spend more money online, either with Google, Bing, social media platforms themselves, or with third parties who will distribute content on your behalf.
LinkedIn sponsored content, Twitter cards, and Facebook ads are all examples of paid media Earned media, or free media, refers to publicity gained through promotional efforts other than paid media. It's what we might now as media relations. Traditionally, this was about PR and journalists, but today can include online influencers, bloggers, and vloggers. It can take some effort to identify and engage with influencers, but it's most definitely worth it when you get those independent endorsements for your business. Owned media, it's your own content hosted on your own platform, for example your website.
This is arguably the most important of all media, as it's within your control. Don't forget that driving traffic to your website is likely to be a key objective for your social media activity. And shared media, well that refers to the shares you get from others on the various social media platforms. It could be LinkedIn, Twitter, Facebook, Instagram, GooglePlus, or any other more niche platform. Shared media is all about networks and starting conversations. It's the social in social media. Here's some questions to ask.
Do you have budget to include these paid content distribution methods in your marketing plan? Do you have contacts to help you push your content out there? More importantly, are you focusing on your own platforms and creating content that's shareable?
- What's content marketing?
- Understanding the power of social media as a platform
- What are the four types of content for social media?
- Distributing content on social media
- Measuring success
- Tips for great content marketing with social media