Owned, Earned, and Paid Media Guide

Ah, those three little magic marketing words – earned owned, and paid. Each of them plays an important role in promoting your brand. Across all your channels, how will you get the word out and ensure the right people see and share it? 


Owned, Earned, and Paid Media Guide

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About the Owned, Earned, and Paid Media Guide

In the old days, companies used to pay for ads by renting media space on various media channels – TV, newspapers, billboards, etc. Today, many of those same companies are the media themselves, with their own publications, blogs and social platforms.

There are virtually hundreds of tactics marketers can use to get their customer’s attention, from newsletters and Instagram ads to blogs and online product reviews.

Do you: 

  • Start a bi-weekly hashtag chat on Twitter?
  • Run ads on Facebook?
  • Create a web series on YouTube?
  • Post highly-shareable memes and quotes on Instagram?
  • Sponsor a film festival?
  • Hold discussion meetups at coffee houses?


As you can imagine the boundaries between all these media can get quite blurry. 

To set the record straight, we’ve put this guide to the three (well, technically four – but we’ll get to that!) main forms of marketing media channels.

Remember: “Strategy without tactics is the slowest route to victory. Tactics without strategy is the noise before defeat.” – Sun Tzu

More Details:

  1. Overview of Tactics
  2. Owned and “Rented” Media + Tactics
  3. Owned: Questions and Ideas
  4. Earned Media + Tactics
  5. Earned: Questions and Ideas
  6. How to Get More Earned Coverage Cheatsheet
  7. Paid Media + Tactics
  8. Paid: Questions and Ideas

This Guide comes included with Digital Marketing 101: Where the %#@% to Begin Fasterclass (so don’t double purchase!). But it’s a super handy resource for any marketer who wants to get to know their channels and tactics better.

This Guide is for you if:

  1. You need a lay of the land – what are all the media channels you can explore?
  2. You’re overhauling your marketing strategy and want an overview of all the tactics – and how they converge.

This Guide is perfect for:

  • In-house teams with many different media tactics, who want to find ways to bring them together.
  • Marketers who want to use one media channel to amplify or extend another.
  • Brands looking for ways to get more earned / free coverage – a.k.a everyone!

This guide is a downloadable PDF, so anywhere you can read one of those, you can access it!