Public relations and inbound marketing (owned vs. earned)

February 6, 2017

Rick Knutsen

wsigenesis

There are two types of content created for media, owned media and earned media. Owned media is the type of content that is controlled by the brand or company, such as blogs and websites. Earned media examples include articles in newspapers or magazines, a TV or radio interview. Earned media is generally taken care of by Public Relations experts.

Why earned media matters to inbound marketers?

Well, this is a relationship that most inbound marketers require as the Public Relations experts take care of the potential leads and the inbound marketers need to find a way by utilizing resources to keep them there and convert that into sales.

When earned media is embraced by owned media, research shows that the amount of traffic generated online for a company is significantly higher.

When you have a new digital marketing campaign taking place for your company, utilize Public Relations tactics to help generate faster and widespread awareness. Then integrate your inbound marketing strategies to build brand loyalty and convert the leads generated by Public Relations into customers.

Incorporating Public relations into inbound marketing:

SEO – Helping your clients getting discovered is important for all Public Relations and inbound marketers. A press release or article with a more common search keyword or specific keyword will get better results.

Publishing educational articles – Creating content that shows research and expertise. These should be of high quality.

Create as much content as possible – Use what Public Relations material you have and then turn it into other forms of writing eg. Blogs, social media, and eBooks. The more you generate the better exposure.

Contact professional digital marketing experts to get advice on the best way to develop and implement strategies that will help you nurture and grow your business.

You can download WSI’s free inbound marketing checklist today to see what is required to run an inbound marketing campaign.

 

About the Author

Rick spent 20 years in the insurance industry in finance, primarily developing reporting platforms for B & C stakeholders.   His ability to speak to consumers of data (managers and analysts) and translate their needs to programmers led him to start his own digital marketing agency in 2004 to develop data driven solutions for business owners. 

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