When it comes to local marketing endeavors of any kind, a brand or business must have a comprehensive strategy that incorporates owned, earned and paid media. Together, these work to create an enviable, successful campaign that will catch the eye of a business or brand’s customers.
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Defining Owned, Earned and Paid Media
Before we dive in-depth into what each type of media is, how they differ, and how they can benefit businesses and brands, let’s begin with a few quick definitions:

Owned Media – Any mentions of the business by the business, e.g. their website, marketing collateral, print and web content.
Earned Media – Mentions of the business or brand, either online or in print, by a third party, e.g. an article in a magazine, a quote on another business’ website, etc.
Paid Media – Advertising to promote the business, online or in print with the goal to generate sales and increase brand awareness, e.g. Google Adwords, paid ad placement on a media website or in print.
At Advice Local, we utilize earned, owned and paid media (also referred to as POEM) on the regular, so we know their value. So, we’re here to provide a refresher course on how to best implement these strategies if they have fallen by the wayside in a digital marketing plan.