Relationship between owned media and paid media

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Blog : A company's blog (or blogs) is another clear example of owned media. These platforms can be used to send users messages tailored to the company, which take advantage of the company's know-how and the credibility it has among users.

Social networks : the company's social networks are also platforms whose control is entirely exercised by the corporation and from which it can contact a large crowd to transmit exactly the desired message. As an added bonus, it must be said that social networks also allow the creation of a community, which can be managed and dynamized to serve the company's purposes.

As you may have already deduced, the main advantage of owned media, apart from not entailing any cost, is that it allows total control of the message.

In this way, it can be fully modulated according to the company's interests to guide consumers through the funnel .

Unfortunately, they are not perfect media and they also have their weaknesses, which in turn derive from their strengths.

Being able to completely control the message can lead to the mistake of giving it an overly promotional approach, which in turn will reduce the credibility and effectiveness of the message.

Relationship between earned media, paid media and owned media
Although many companies abandon their social networks, blogs or greece phone number list even their own websites, the usefulness and effectiveness of owned media is beyond doubt; but this can be amplified if it is properly combined with paid and earned media.

As a Japanese proverb says, “A single arrow breaks easily, but not a bundle of ten arrows.”

Let's see how you can combine the arrows available in your company.


Your company can generate high-quality content for its own media, but the reach and impact it will have from these will be limited in terms of engagement and lead generation.

But can you imagine the results that could be achieved if combined with paid media?

The dissemination of content that was initially from your own media will be amplified and you will be able to reach a much larger audience.