Give Every Channel a Job
Assign paid, earned, shared, and owned channels to distinct campaign jobs tied to objective and measurement.
The mix is not paid plus everything else. Owned anchors the argument Your site, resource hub, webinar replay, sales deck, or email sequence should carry the clearest answer to the buyer's problem. If owned media is weak, paid and shared channels simply move people toward a poor destination. Earned and shared build trust in different ways Earned media borrows authority from people or institutions outside the brand. Shared media lets the audience react, discuss, recommend, or remix. Both can create trust, but they do it through different mechanisms. Paid buys acceleration and learning Paid media is strongest when it speeds…
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