Content Marketing_Workbook_v2.0 PT1.pdf

Key examples of earned media includes social media

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Key examples of Earned media includes: Social media post shares Social media engagement (comments, likes, etc.) Mentions on social media posts Guest content publication Printed or online editorial/press coverage Product reviews and ratings Comments on published content (e.g. article comments) Blogger and influencer relations The image on the next page explains how Paid, Owned and Earned media channels work together. Source: Titan Seo1
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32 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 Activity 2.3 Paid, Owned and Earned Media Channels Login to your personal Facebook account and scroll through your newsfeed. Find one example of Paid, Owned or Earned media. For example, you might find: f A Facebook advertisement (Paid) f A blog article that a company has posted to its profile (Owned) f A video someone has shared to their own profile (Earned) Share your examples below. References Titan Seo 2017, What Is Earned, Paid And Owned Media < ;
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33 WORKBOOK | © 2018 SOCIAL MEDIA COLLEGE 10118NAT DIPLOMA OF SOCIAL MEDIA MARKETING | CONTENT MARKETING_V2.0 2.4 What is Content Marketing? “Content isn’t King, it’s the Kingdom” – Lee Oden ‘Content’ is defined as anything that is published, regardless of its format. It can be written articles, videos, white papers, eBooks, infographics, email newsletters, podcasts or how-to guides. It can be a short tweet on Twitter, an instructional video on YouTube, a user-generated image on Instagram, or a long-form article on LinkedIn. The Content Marketing Institute defines content marketing as a ‘strategic marketing approach focused on creating and distributing valuable, relevant, and consistent content to attract and retain a clearly-defined audience — and, ultimately, to drive profitable customer action’. Content marketing achieves business and marketing objectives, such as creating brand awareness, positioning the individual/organisation as an expert in the industry, driving website traffic, generating leads, and ultimately increasing the number of paying customers. Distribution or publication of content can occur across multiple digital platforms, including social media, email, influencer networks, syndicated services and blogs. Content marketing plays an essential role in social media and is regarded as the foundation of a successful social media marketing strategy. Posting engaging and interesting content on social media raises awareness for the brand and generates engagement, such as likes and comments. In turn, this leads to an increased curiosity and customer desire to learn more about the individual, product, brand or organisation that created the content. Content marketing is not about posting advertisements disguised as content.
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