Types of Content Marketing Channels
The distinction between owned, earned, and paid channels provides a helpful framework for thinking about content marketing channels. Let's examine instances of content distribution routes to have a better idea.
Owned
Owned channels are means of distribution that you directly control and for which you don't pay extra. For instance, your website would be a route for owned content marketing. You may use this to publish blog articles, customer education materials, product information, and other forms of content marketing that will interest and engage your audience.
Your social media accounts, newsletters, email lists, podcasts, and any other means of spreading content over which you already have complete access and control are examples of other owned channels.
Earned
Earned channels are channels where a third party freely promotes your content. Earned channels include people who share your posts on social media with their own accounts, bloggers who repost your most recent piece, and journalists who tweet about your most recent podcast episode. Consider earned channels as the online equivalent of "word of mouth," a highly effective marketing strategy.
Paid
You may pay for your content to be distributed to potential customers through paid channels. A "pay per click" advertisement is a typical example of a sponsored channel since only when users interact with your content will your campaign be compensated.
Another sponsored channel that some firms use is sponsoring content and giving items to influencers so they may publish reviews and notify their followers about your company. This includes any sponsored advertising initiatives like Facebook or Instagram advertisements.
How Can Content Marketing Drive Traffic?
A successful content marketing strategy depends on selecting the right distribution channel. Your content must be available where your clients are for it to be seen by them. Your material should be posted on the web platforms that your target audience frequents.
Diversification is usually a smart move; attempt to blend the three different kinds of content channels. What attracts the most clicks from your customers? Pay close attention to your data so you can determine which channels are most crucial for you to employ.
