Think “Owned, Earned, Paid”

Oct 8, 2019

Introduction to Home Visions Search and Marketing 1 Vision Productions

Welcome to Hype Visions, your go-to resource for all things in the Arts & Entertainment industry. Whether you're an artist, performer, or part of a creative team, we understand the importance of effective marketing strategies to enhance your brand presence and reach your target audience. In this article, we'll introduce you to the concept of "Owned, Earned, Paid" and how it can revolutionize your marketing approach.

Understanding the "Owned, Earned, Paid" Strategy

The "Owned, Earned, Paid" strategy is a comprehensive framework that encompasses the various channels and tactics you can utilize to promote your brand. It emphasizes the synergy between three key elements: owned media, earned media, and paid media.

Owned Media

Owned media refers to the channels and assets that you have complete control over, such as your website, blog, social media profiles, and email lists. These channels allow you to create original content, tailor your messaging, and engage directly with your audience.

When leveraging owned media, it's crucial to focus on creating high-quality, valuable content that resonates with your target market. By consistently delivering relevant and informative content, you can establish yourself as an authority in your industry and build a loyal following. This, in turn, can drive traffic to your website and increase brand awareness.

Earned Media

Earned media refers to the exposure and recognition you receive from outside sources, such as press coverage, customer reviews, social media mentions, and word-of-mouth referrals. Unlike owned media, earned media is generated by others rather than directly controlled by your brand.

One of the most effective ways to generate earned media is by providing exceptional products or services that encourage positive customer experiences and testimonials. By exceeding expectations, you can foster brand advocates who willingly share their experiences with others, amplifying your brand's reach.

Paid Media

Paid media involves paid advertisements and promotional campaigns that aim to increase brand visibility and drive targeted traffic. This includes online advertising platforms like Google Ads, social media advertising, influencer sponsorships, and content syndication.

Paid media enables you to reach a wider audience and quickly generate traffic to your website or landing pages. By strategically targeting specific demographics and tailoring your messaging, you can maximize the impact and return on investment of your paid campaigns.

Applying "Owned, Earned, Paid" to Your Marketing Strategy

Now that you have a clear understanding of the "Owned, Earned, Paid" strategy, let's explore how you can apply it to your own marketing efforts. Here are some actionable tips:

Create Compelling Owned Media

  • Optimize your website: Ensure your website is user-friendly, accessible, and optimized for search engines. Use relevant keywords, provide valuable content, and regularly update your site to keep visitors engaged.
  • Engage on social media: Establish a strong social media presence by regularly sharing engaging content, interacting with your audience, and leveraging relevant hashtags and trends.
  • Build an email list: Encourage website visitors to subscribe to your newsletter or mailing list to stay connected and informed about your latest updates and offerings.

Cultivate Earned Media

  • Provide exceptional customer experiences: Focus on delivering outstanding products or services, consistently exceeding expectations to drive positive word-of-mouth and customer reviews.
  • Partner with influencers: Collaborate with influencers and industry experts who align with your brand values to increase brand exposure and credibility.
  • Encourage user-generated content: Inspire your audience to create and share content related to your brand, such as testimonials, reviews, and social media shoutouts.

Strategize Paid Media Campaigns

  • Identify target demographics: Research and understand your target audience's preferences, behaviors, and online habits to optimize your paid campaigns and maximize reach.
  • Create captivating ad content: Craft compelling ad copy, visuals, and videos that resonate with your target audience and encourage them to take action.
  • Analyze and optimize: Continuously monitor and analyze the performance of your paid campaigns, making data-driven adjustments to improve results over time.


By incorporating the "Owned, Earned, Paid" strategy into your marketing approach, you can effectively promote your brand, improve online presence, and boost overall business success. Remember, successful marketing requires a holistic approach, leveraging a combination of owned media, earned media, and paid media to create a compelling and lasting impact.

Start optimizing your marketing endeavors today and unlock the full potential of your Arts & Entertainment business with Hype Visions.