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6. Distribute
Think of ‘owned media’ content as the destination and ‘earned media’ as the prime vehicle to get people to it.
How we do it
- Earned media You are trying to leverage the credibility, reach and authority of someone else to draw attention to your own messages and lend them weight.
- Owned media This is content that you control, typically distributed over the social channels. Owned media content is used to draw buyers into the sales funnel and start conversations.
- Paid media Traditionally covering the likes of TV and press advertising but also includes a growing collection of online channels, it's another integrated tactic used to generate demand.
