Middle Media Agency

Harnessing the Power of Owned and Earned Media: A Strategic Approach

Middle Media PR
Dec 01, 2024By Middle Media PR

In the world of modern communications, the PESO Model stands as a beacon for integrated strategies.

While many assume that paid media is the starting point, the true foundation lies in owned media.

When combined with earned media, this approach can significantly boost your expertise and search engine visibility.

The Owned Media Foundation

Owned media serves as the cornerstone of your communications efforts. It's the content you create and control, providing the basis for:

  • Social media sharing
  • Paid amplification
  • Credibility-building through earned media

Integrating Owned and Earned Media

The real magic happens when you seamlessly blend owned and earned media. 

This integration builds authority both online and offline, enhancing your overall communications strategy.

Keyword Focus: A Strategic Approach

  1. Choose a single keyword to focus on (e.g., "PR metrics")
  2. Brainstorm topic ideas around this keyword
  3. Divide your list:   - Topics for your own website/blog
                                       - Topics for contributed content (earned media)

This approach allows you to:

  • Concentrate efforts on one topic at a time
  • Strategically use earned media to boost your owned content

The Power of Backlinks

By contributing content to high-authority sites, you can earn valuable backlinks to your keyword-focused content. This strategy:

  • Improves your search engine rankings
  • Establishes your expertise in the eyes of Google

Real-World Example: PR Metrics

A Google search for "PR metrics" demonstrates the effectiveness of this strategy:

  • Spin Sucks appears on the first page of results
  • The topic has become a daily discussion in their community
  • They've encouraged others to write about it, expanding the conversation

Balancing Owned and Contributed Content

While it might be tempting to keep all your content on your own platforms, a balanced approach is crucial:

  1. Maintain strong content on your website
  2. Provide contributed content to targeted media outlets and blogs
  3. Leverage journalist and blogger relationships to earn backlinks

This strategy ensures you're not only creating valuable content but also gaining external validation and improved search visibility.

By strategically integrating owned and earned media, you create a powerful foundation for your PESO Model program, driving authority, visibility, and engagement across multiple channels.


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