Paid, Owned, & Earned Media: Explained For Marketers


For brands, owned media is the most valuable type of media because it allows companies to market directly to consumers (and control the message) without paid cost. Owned media audiences are also the most likely to be loyal fans and regularly engage with the brand, though crafting great owned media can be difficult.

Because developing a comprehensive marketing strategy requires an in-depth knowledge of how paid, owned, and earned media all interact and amplify the other, brands often partner with an advertising, or digital marketing, or influencer marketing agency that knows how to create, produce, promote, and leverage all three types of media to succinctly accomplish brand campaign goals.

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