Owned vs Shared Media in Digital Marketing Strategy

When you implement a homeland-embassy digital marketing strategy, your online newsrooms is the homeland piece of your owned, shared and earned media portfolio.

Shared and earned channels extend reach and build influence.

But there’s no where like your own website, your owned media homebase, to convert awareness into measurable transactions.

The website is the single, most credible source for conveying company news, according to a survey of 1200 journalists by PR Week and PR Newswire. 

In fact, the only source considered more credible then an organization’s own online newsroom, is a third-party newswire service.

But if your online newsroom is the centerpiece of your external communications efforts, how do you get the right people to notice the news, photos and videos you’re posting?

Search engines are the number one way people source opinions on products, brands and services, according to Tom Smith’s report “When Did We Start Trusting Strangers.” 

But what can you do to accelerate the process of getting your news in front of the people you’ve been previously informing through other channels?

That’s where email newsletters come in.  According to Tom’s study, 99% of internet users communicate via email, outstripping every other online channel from an adoption stand point.  And those same people cite email from a friend or colleague as the number two most common way they source opinions on products, brands and services.

So in terms of importance, online newsrooms, search and email and the first, second and third areas any organization looking to migrate their communications online should be focusing on.

So while Twitter, Facebook and social media releases get the PR digerati’s attention  — and I am *very* excited about these channels too – I would argue that the research and adoption rates clearly show:

  1. Online newsrooms
  2. Email marketing
  3. Search engine optimization

…are far more important starting points for public relations and corporate communications professionals looking to get their arms around online organizational communications.

You need an online newsroom you can manage content in yourself, because if you’re still relying on the web team down the hall, you are marginalizing your future, and your department’s future.

You need an easy way to search engine optimize your content marketing efforts.  And you need a way to send out email newsletters to your house list as a way of building awareness for your online publishing efforts.

Photo By: Pop of Photo

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