Owned Marketing & Earned Marketing

Own your messaging and earn credibility & authority

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An Overview of Owned & Earned Marketing

What is Owned & Earned Marketing?

Marketing isn’t just about creating more content and literature. It’s about trust and credibility.

Owned Marketing is the marketing you create such as, Blogs, Social Posts, Podcasts, your Website and Videos.

Earned Marketing is what you get as a result of your Owned Marketing such as Reviews, Recommendations and Backlinks.

In order to amplify your messaging, ideas and knowledge you have to a joined up strategy that helps you create the marketing content and literature that sells your services, but is also backed up by proof that you are an authority in your field.

Why you need to be balancing Owned & Earned Marketing?

When thinking about marketing, it’s easy to get caught in the trap of just producing more and more. That’s the wrong way of looking at things. You need to balance it by encouraging more earned. This is marketing created by others, that promotes you.

Having a blend of both, means you do not need to be relentlessly creating reams of new content. Instead you turn part of your focus to working with clients, allies, collaborators and other industry authorities to back up your owned content.

You don’t need to put all the marketing pressure on yourself, by working with others, and encouraging them to help your own efforts.

What businesses need Owned & Earned Marketing?

Every business that carries out marketing needs to both own and earn it.

A charity needs to create its messaging, they then need allies and advocates to amplify the reach of those messages. That’s why they need press and social mentions and recommendations.

A small service business (such as a plumber) operating in a local area needs to convey what they do and the value they bring. Then they need to prove that they are trustworthy, this is why they need reviews.

A tech company with a new product needs to craft a story, and a reason for its existence. It then needs to win over new customers and get people on board. That’s where interviews help.

If your business has a message, it needs to own it, then validate it.

How can Ben help?

I have been doing this for a long time. I have been working both in-house and client side. I have made the same mistakes most people make. I have churned out lots of content, good content, but the traction it got wasn’t what I wanted.

I’ve also done a lot more of the good stuff. I’ve created content, that has been backed up by interviews, recommendations and reviews. This has amplified the reach of my marketing an incredible amount.

That’s what I help people and businesses like you to do now. Create quality owned content, backed by earned marketing.

Speak to Ben about your marketing today

What are some of the different types of

OWNED & EARNED MARKETING

What are the potential outcomes of both Owned & Earned Marketing?

SEARCH VISIBILITY

Both Owned & Earned Marketing helps your business get found, organically, through search engines and social platforms. Make sure that your messaging in relevant and consistent so you can be found.

LEAD GENERATION

Marketing should help generate leads. Good marketing shows that you know and understand the market, and that you have goods or services that satisfies needs, wants or desires.

THOUGHT LEADERSHIP

Marketing can help you be seen as a progressive person or individual. Content that is genuinely of thought-leadership quality and standing will help you and your business become known and respected within your given industry.

AWARENESS & POSITIONING

Marketing allows you to position your business in a particular way, that will resonate with your current or potential customers. This in turn will help increase the awareness of your brand, and help you generate more leads.

CUSTOMER RETENTION

Content isn’t just about customer acquisition, it’s also vital for retention. Content helps your current customers to maximise product/service use, maintain loyalty and helps reassure them that they’ve made the right purchasing decision.

COMMUNITY

Marketing can help build a community of similar people, through social media platforms, forums and reviews. Content that is community driven can have an even more powerful impact on potential customers than company driven content.

Ben's combined marketing guarantee

When working with Ben for your Owned & Earned Marekting you are getting a guarantee, a guarantee that what he produces will be perfectly suited to your company. There are four elements to this guarantee:

01.

Relevancy

Ben will always produce highly relevant content, and earn relevant marketing for your business, your market and your ideal customers. Relevancy is key for a number of reasons.

Firstly, so that your website and business is seem by both customers and search engines as an expert in your field. And secondly, so that all your content and messaging can be connected. This ensures a unified front for all brand-led messaging.

02.

Accuracy

The accuracy of content is essential to its success. If content isn’t accurate, it cannot be trusted, therefore, the company or person producing it also cannot be trusted. This is something that both Ben and yourself will not want.

Ben will guarantee the accuracy of all content, both that he produces. He will also ensure that your earned marketing accurately reflects your brand.

03.

Quality

Not just in terms of the words, but also the design, planning and execution. Quality must be maintained throughout the marketing process. It must be at the heart of everything, because it is the bridge between businesses and their customers.

If the quality of your marketing is poor, be it in the form of web pages, literature, videos or podcasts, it reflects on the business. Therefore, if you are to earn marketing you, the work must be of sufficient quality in order to build your authority, credibilty and trust. It is this trust that will ultimately lead to the company’s goals being achieved.

04.

Recyclability

Creating content shouldn’t be a one-time thing. The creation of quality marketing and content takes an incredible amount of time, therefore maximising its potential is essential.

When Ben produces content, he looks to ensure it’s recyclability and scalability, this means giving it the ability to be transformed into other forms of content in order to appeal to different potential customers. It also means giving it the potential to be used and enhanced by those outside of the business.

This could include the turning of audio content into written content, video content into audio and written content, or written content into visual content.

Recycling content means you can get more for your money, and reach a wider audience.