POEM
In the digital age, successful businesses understand the importance of delivering a harmonious content marketing strategy to their customers, through POEM. POEM is an acronym, it stands for Paid, Owned and Earned Media, these are the three main channels you should be using to drive traffic to your website and develop qualified leads.
Paid Media is exactly what it means, you have paid for your advert, this covers traditional media channels such as full-page advertisements in print media, TV commercials, banner ads on websites, PPC etc. Of course, the benefit of Paid Media when it's digital means it's measurable, so through metrics such as clicks, views, conversions you know exactly what is pushing traffic to your website, but more importantly, when you know what isn't working, you can stop the channel and protect your budget. (Campaign Monitor, 2020)
Owned Media refers to media channels that a brand, organisation or individual owns this could be your website, a member-only magazine, email lists, videos or social media channels such as Facebook pages or Instagram accounts. It's important to know that you exercise complete control over the content on these channels so rather than persuading the audience to take action, you're delivering the value of the product on all these channels so your audience can act whenever they want.
Earned Media is all about publicity, its owned by thrid media parties and is written about you or your business. For example, on Air B&B, if you have people leaving positive reviews about you after their stay, a potential customer coming will see this review and feel validated that they also will have the same experience. This is just the same as Earned Media, the more you are mentioned, tagged or have a partnership with other companies, the more potential customers will see this and perceive your products to be worthy through these positive actions.
These three channels will work together to provide not only all you need for a firm digital presence but also guide you to where you need to improve. The key is to find the right mix of all three POEM based on budget and results. (Aileron 2014)
1) Campaign Monitor, "What does it mean? Earned, Owned and Paid Media in 2020?", 2020,
2. Aileron, "how to use POEM to boost your marketing strategy", 2014
Hello Anika, " It's important to know that you exercise complete control over the content on these channels so rather than persuading the audience to take action, you're delivering the value of the product on all these channels so your audience can act whenever they want. " - yes, I completely agree, it is very important to keep all the channels up to date. I see a difference on attention on my blog, when I publish something each week, even though it was COVID "dead period" for many businesses now, the views of my page raised a lot!
ReplyDeleteNice example using Air Bnb there!
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