CapitalPitch Blog

Paid, Owned and Earned Content Marketing (in 3 minutes or less!)

[fa icon="calendar"] 16/11/2017 10:00:00 AM / by Guest Blog Submission

By James Parnwell

Digital marketing isn't a new idea. In fact, as I'm sure you know, in today's digital world it's a fundamental part of any business. If you've started a new business, you're probably wondering where do I begin with my marketing? How effective is digital compared to the 'good ole fashioned' letterbox drop or cold call?

Let's face it, whilst the old methods still might work, they're dated and time consuming. 

Content marketing can be a practical and simple way to begin receiving exposure for your business. 

But it's not easy to get right; not that it's particularly difficult either (what a paradox!), but, because it's confusing. And there are so many different types out there to choose from. So many strategies, ideas, agencies... You've got to be savvy enough to know which one's going to give you the best results for your business. 

To make things simple, let's divide content marketing into 3 different categories:

  • Paid,
  •  Owned, and
  •  Earned

So what do these categories mean?


Paid, Owned and Earned Content Marketing (in 3 minutes or less!) for startups australia 2017


Paid Media 

This is the kind of thing that springs to mind when we talk about marketing: video content, paid search campaigns and sponsored posts. It’s more traditional, but highly effective when used as part of an overall marketing strategy. It might be expensive, but it contributes majorly to the online impression that’s created by your business. And as we know, first impressions are the ones that last…

Free e-book download: How to create captivating Pitch Video


Owned Media

This is what you create and manage yourself: your LinkedIn profile, Facebook, Twitter, Instagram and any other social media accounts you have. Also, don’t forget your blog and website. It’s the kind of stuff that often gets put ‘on the back burner’ or left to do ‘when you’ve got that golden spare minute’ because most of us don’t realize how important it is for our businesses. Because it can’t be measured quite as accurately as other forms of marketing, it’s easy to underestimate how much value it adds to your business, but nevertheless, it’s a huge asset and you should regularly update and add to it.

Download "7 Content Marketing  Secrets Every Startup  Founder Should Know".


Earned Media

This is the good, old-fashioned ‘word-of-mouth’… be it in the form of a discussion over coffee or a testimonial in a blog. It’s so easy to get wrapped up in the complex digital world and forget that genuine success stories can do as much for your business as any other form of marketing! Online reviews are a huge part of customer research and are likely to positively influence potential customers far more than the seller’s recommendations, so they need to be put out there!


Paid, Owned and Earned Content Marketing (in 3 minutes or less!) for startups australia 2017


No one form of marketing on its own is going to be enough for your business. What you need is a healthy balance of all three marketing strategies. And that’s we recommend enlisting the help of a professional! To create that balance and harmony between the different types of content marketing, you need someone who can combine them to produce a highly effective system that will maximise your business’s potential. 



About the author:

James Parnwell is the Managing Director of TheOnlineCo, a digital marketing company based in Sydney, NSW. James is an experienced Online Marketing Consultant, Google Adword Expert, On Page SEO Expert and Facebook Marketing Specialist. James also is highly skilled at Marketing Messaging. He helps businesses get their Marketing Messaging correct, then implements the technology to transport that message around the world.

You can connect via LinkedIn or Facebook.

Topics: Startup, Sales & Marketing, Marketing