As you know, there are three types of media that digital marketing practitioners have at their disposal – paid, owned and earned. While knowledge and use of these three types of media is critical to digital marketing success, many B2B marketers treat them separately and often only engage in one or two types of media. They should be complementary.
To nail this part of the game, you need to have a strong content marketing strategy, and an equally strong social strategy to back it up. Typically, B2B marketers create content for their website but forget to follow through with a solid social strategy to their owned media effort. The two go hand in hand and it is a must to demonstrate trustworthiness to the content being offered influencers and customers. Earned media, however, hardly ever works alone and needs to feed off a company’s owned media efforts.
While paid media has its place, times have changed and people have gone beyond responding to promo pitches and clever commercials. Now they are more interested in building relationships with brands they trust and they are seeking involvement with those brands regularly. When deciding to use paid media, focus on customer benefit and/or problem/solution approach to your paid media campaign.
I recommend that you focus on creating a holistic strategy comprising all three. Create engaging, customer-oriented, and problem-solving content through owned media. With paid efforts, get that content strategically placed where it can be spotted by your target audience, earning their trust and support through earned media to turn them into your brand advocates.