Media for our marketing efforts really fall into 3 buckets. I call them your triple threat if you get the combo right. The 3 buckets are: earned, pushed and paid.
- Earned media: We don’t pay for this media and we have little actual execution control over it, but we can certainly influence how it is attained. Earned media can come in the form of an article being printed about you, a TV or radio broadcast featuring your business, or in the online world, that article appearing on a website, blog or featured in video or audio form on someone’s site or podcast. The key is, the material is actually produced and hosted by someone else other than you or your business. Earned media can also come in the form of earning the right to have a submitted article that you wrote published on a news site, blog, or in actual print. Here, while you produced the content, it was still published, hosted and distributed by someone other then you or your business. Earning the right to have someone distribute in some way your stuff means you were worthy on some level. Your business was deemed successful; you were doing good, or what you submitted to be published was in some way of interest to the distributing media’s audience. That’s how we get earned media on our side. Earned media is awesome and authentic, but it is also the most labour intensive.
- Pushed media: Pushed is all the media that you personally “push” out there. It could include the anchored content from your blog, enewsletter, podcasts, website, infographics, whitepapers, videos or tips sheets. Pushed media is also content that you push and broadcast through social media channels – be it photos, comments, article or video links etc. While social media by its nature should provoke two-way engagement, the first act of engagement is to put content out through channels to reach a defined target, in order to have the basis of engagement. Pushed media feels like the new frontier with endless channels and a seemingly hungry audience. It can be like sipping from a fire hose at times. Pushed media is totally within your control, but you need to either curate content or create it, and the effectiveness is dependent on the reach and how well targeted your social media footprint is. The space is also getting more crowded making it increasingly difficult to stand out.
- Paid media: Paid media is that stuff, you guessed it, that you pay for. I classify paid media in both digital and traditional form to include paid placement of ads in print, broadcast, outdoor and direct for example, as well as paid targeting and boosting of online digital content such as paying to boost Facebook posts to a targeted audience, or paying for Google ad words. Paid media is within your control and can be either hyper targeted, or offer a mass broad reach like no other media option. Paid media has fallen a little out of favour with some folks currently enamored with push and earned media, but it’s clout should not be under estimated.
The honest truth is, while earned media may appear the holy grail, a solid combination of earned, pushed and paid is really what drives broad reaching awareness to a defined target audience. The reason for that is, the components of pushed and paid allow us to highly select an audience, ensure large numbers of exposures, and to a certain extent ensure multiple repeat exposures, that generally result in elevated awareness or whatever the defined goal of the campaign originally was. I’ll go one step further and suggest, not unlike when rock climbing, that at least 2 points of contact are needed to maintain balance, and 3 to be moving forward. The same applies to your media buckets. If you only have one, you will literally be just holding on. You need at least 2 of earned, pushed and paid, to achieve balance, but adding the third could really propel things forward.