Daniel Newman recommend us"(to) focus on creating a holistic strategy comprised of 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, and finally, earn the audience’s trust and support and turn them into your brand advocates".
"As your company’s content strategy becomes more sophisticated, it’s important to consider different types of media for your outreach efforts. The internet has changed the paradigm from “please tell my story” to finding platforms that allow you to tell your own tale. A content strategy helps you identify needs, prioritize projects, and invest limited resources (including human, financial, and time) in the most effective way.
But the best content strategies don’t just focus on blogs and social media. Instead, they recognize the convergence of different types of media as an opportunity to create a content strategy that combines the powers of all media channels. A content plan that integrates owned, earned, and paid media will support your business goals and quickly position you as an industry leader", Jayson DeMers.
Paid, owned, and earned media? It’s rapidly becoming all just…media. Ads, blog post, social interactions – either they’re interesting (or entertaining, or engaging, or helpful, etc.), or they’re not.
Brands must integrate paid, owned and earned channels now.
Paid must inform owned which must inform earned, and vice versa, and sideways, too. It’s complicated, but it can pay off in much-improved optimization, reach, insights and above all, effectiveness. We like to think of it as a stool. Three legs (paid, owned and earned) provide a better foundation than one or two would (...) Converged media is both a reality and an opportunity for better integration and collaboration across a myriad of digital specializations", said Rebecca Lieb.
The report describes Converged Media as "utilizing two or more channels of paid, earned, and owned media…characterized by a consistent storyline, look, and feel…(whereby)…all channels work in concert, enabling brands to reach customers exactly where, how, and when they want, regardless of channel, medium, or device, online or offline".
[Report] The Converged Media Imperative: How Brands Must Combine Paid, Owned & Earned Media, by Rebecca Lieb and Jeremiah Owyang from Altimeter, a Prophet Company