Drive Engagement with Paid, Earned & Owned Media

Paid, Earned, Owned (PEO) Media
Consumers are increasing relying on their own judgement about the validity of content they read on the web, as a result, many businesses are creating their own content so that they can provide value to their customers while maintaining control over their marketing message. Many businesses have found success by creating their own content, through microsites, Facebook pages, whitepapers, and press releases.

The reason PEO is so important, is that the roles of each media type, and their relationships to one another, are radically changing as we speak, and few brand marketers yet understand how it will all shake out. Meanwhile, a growing number of marketing professionals believe that synchronized PEO media strategies are necessary in today's complex marketing landscape.

Understanding PEO Roles
Paid is media you buy – you get total control over messaging, reach and frequency, as much as your budget allows; earned is what others say about your brand – you get no control but you can influence outcomes; and owned is content that you create. While with owned media you control the message, you cannot control not who reads it.

Many marketing professionals believe that you must stop thinking of earned, paid and owned as separate initiatives, and begin to think creatively about how you might integrate them together to produce results.