Owned, Earned and Paid Media: What’s the Difference?

By Caron Sjoberg

This phrase is simply a framework for how to organize and execute your marketing:

Owned media is when you leverage a channel you create and control.  This could be your company blog, YouTube channel, your website, or even your Facebook page.  Even though you don’t strictly “own’ your YouTube channel or your Facebook page, you do control them and don’t have to pay for basic usage.

Earned media is when customers, the press and the public share your content, speak about your brand via word of mouth, and otherwise discuss your  brand.  In other words, the mentions are “earned,” meaning they are voluntarily given by others.

Paid media is when you pay to leverage a third-party channel, such as sponsorships and advertising on third-party sites.

The following chart lays it out and explains some of the advantages and disadvantages:

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