Understand the role of each media well
Each of these two types of media has a specific purpose. Spontaneous media supports brand visibility to attract potential customers to companies, while proprietary media aims to identify them (conversion) and keep them in-house, with a growing interest in relating to the brand (engagement). This is only possible with the adoption of Inbound Marketing strategies.
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A “hit” or a highly visible topic for the launch of a new product, entry into a new market or a change in positioning brings an increase in traffic to the brand’s website. However, in a world of volatility, in the wake of social networks and Big Data, these interests are always very short-lived. Hence the relevance of proprietary media.
Inbound Marketing as a fundamental part of the strategy
Through Inbound Marketing strategies, proprietary media offers useful and interesting content targeted at each of the profiles (personas) that characterize the target audience, helping to build a community of people engaged with the brand, many of whom eventually become opportunities for the sales pipeline. In other words, while spontaneous media increases visibility, proprietary media can help generate leads.
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Inbound PR - meeting the target audience's demand
The blend of these two media is part of the new world of Inbound PR, which brings some significant changes:
• Earned Media and Owned Media are now used as complementary actions within the same communication strategy;
• Paid online media can focus on attracting an audience to Owned Media , working to boost all relevant content posted on the website or blog ;
• The journalist is also seen as a stakeholder to be attracted to the content of the website or blog, to access subjects of interest, in the form of much more visual and objective content.
Spontaneous media coverage obtained, for example through a conceptual article written by a company spokesperson, can be converted into Owned Media and published on the company's website/blog as a reprint citing the original source. This type of coordinated action, which can be intensified by sharing on social networks and newsletters, increases the brand's visibility within its community.
In other words, this integration between Owned and Earned Media creates a two-way street. Press articles can produce content for posts on the company's website/blog, in the same way that the interest shown by the public in consuming branded content will provide good indications for new articles in the spontaneous media. At the end of the day, the key is always to detect which content interests the public the most, to pave the way for the integration of Owned Media and Earned Media .