付费媒体, Explained in 400 Words or Less

An effective content strategy doesn’t rely on only one tactic.

Generating qualified leads requires you to regularly publish compelling, valuable content, explore guest blogging opportunities, identify co-marketing campaigns,anddevise a strategy for promoting said content.

Ultimately, by sponsoring content, you're able to reach audiences that might not have come across you otherwise.

While content is a fairly general term, it's important to note that there are different types of media that can be leveraged in the process.Knowing the differences between paid and other forms of media -- earned and owned -- is critical to the success of your lead generation efforts。

To help you effectively execute on sponsored content, we'll walk you through different types of media, examples of paid media, and some strategies on how to best leverage them for your company.

赚取，拥有和付费媒体之间的区别

结合赚钱，拥有和付费媒体将帮助您吸引，培育和关闭潜在客户，但是这些条款是什么reallymean? And when it comes to your company's content strategy, how do they fit into the equation?

While all three media efforts are important to your overall goals and should converge in your strategy, there are still distinct differences.

赢得媒体

Quite simply, earned media refers to media exposure you’ve earned through word-of-mouth. Whether it was the fantastic content you've distributed, the influence of your SEO efforts, the customer experience you've delivered, or a combination of all three, earned media refers to the recognition you receive as a result.

您可以通过获得新闻提及，积极的评论，重新发布，建议等来赢得媒体。您还可以通过帮助记者和内容作家撰写其文章，或者向行业出版物贡献自己的思想领导内容，从而促进获得的媒体。

得益于Twitter和Quora等社交媒体平台的普及，内容作家和记者可以与您的业务联系起来，以获取报价和见解，以便在其文章中提及。这种认证有助于建立围绕您的专业知识的信任。

At Influence & Co., we earn most of our media through press mentions with our partners and our own guest-contributed content. For example, our co-founder, John Hall, has a regular column on Forbes, where his contributed content helps to drive both traffic and leads for our company.

So whether you're earning mentions on external sites or you've earned an opportunity to contribute to them regularly, this type of media helps to fuel the top of your funnel and introduce you to new leads.

拥有的媒体

拥有的媒体是您完全控制的内容。考虑您公司网站，博客和社交媒体帐户的内容。raybet电子竞技

While owned media content can take on a variety of forms -- blog posts, case studies, whitepapers, etc. -- the primary goal of this content is to continue providing value to leads当他们向下移动漏斗。这些资产提供了有关您公司的更具控制权（但不是过于促销）的信息。raybet电子竞技

所以,如果你想让你暖身generated with earned media or win over some more, it's important that you're focusing on producing these educational, valuable resources. At the end of the day, this content can help leads determine whether or not working with you is the right choice for them.

付费媒体

While today’s media influx may make it difficult to get your company’s message heard organically, it also brings with it an influx of methods to promote it. Paid media serves as a method for promoting content and driving exposure. And there are variety of paid techniques you can use to amplify your owned media and help you win more earned media.

例如，Twitter，LinkedIn，Facebook和Pinterest等社交媒体平台提供可以利用的广告选项来提高您的曝光率。我们发现，LinkedIn和Twitter是我们B2B营销人员受众的最有效的促销平台，但是您可以在Facebook或Pinterest上使用类似的策略。这完全取决于您的目标受众在哪里最活跃和与您的品牌互动。

付费媒体Strategy

正如我之前提到的，将这些元素结合起来可以证明在产生和引人入胜的铅方面确实很强大。为了说明这一点，让我们研究我公司成功利用的内容促销策略的两个示例。raybet电子竞技

Sponsored Media

LinkedIn: Sponsored Updates

我们的营销团队利用LinkedIn上赞助的更新来宣传我们的封闭内容。我们为每个活动设定了预算；基于兴趣，行业和职位的目标用户；并提供带有相关封闭内容的登录页面的链接。

我们通过赞助更新的促进封闭内容的推理诗句，我们的博客内容可以追溯到在正确的时间通过正确的媒介向观众传递正确的内容的想法。我们发现，当我们的听众在LinkedIn上时，现在是提供封闭式内容的最佳时机。

For example, when looking at the performance of our sponsored posts, we found that the offers that linked straight to a landing page converted at a 500% higher visitors-to-leads conversion rate than sponsored posts that link to blog content.

Promoted Media

Twitter：宣传推文

We’ve also recently seen success with promoting tweets that have the most engagement. For instance, we promotedthis tweet关于我们的“5 Unexpected Content Marketing Trends from CMI’s 2016 Report” blog post after we saw that it was garnering a lot of initial engagement. It generated an additional 111 clicks to the post with only $50 in ad spend.

Promoting tweets is a great way to boost the reach of your most engaging tweets and get them in front of a new audience. To determine whether a tweet is worthy of promotion, we ask ourselves two questions:

• Did it perform well?When a post is performing well organically, it will automatically perform better than your other posts when you sponsor them. Our rule of thumb is to only promote the top 1-3% of tweets that have gotten the most engagement recently.
• Is the content you’re promoting converting well?If we’re considering promoting a tweet, we look at the piece of content it references to determine the conversion rate of that piece. If it didn't perform well, we try to pick a new tweet that links to a high-performing piece of content or look at how we can optimize the blog post for better conversion before putting dollars behind promoting it on social media.

付费媒体示例

Facebook

Facebook上有各种各样的付费媒体途径。首先，您可以尝试出现在用户新闻提要上的付费目标广告。raybetapp这些通常是单个空间广告。另外，您可以购买旋转木马广告：这些是单个广告空间中的一系列图像，使广告客户可以讲述一个更好的故事并展示更多产品。

图像提供Facebook。

Besides the homepage, there are many广告位置的不同选项, like Facebook Marketplace, Facebook Suggested Video, Facebook Right Column, and Messenger Inbox.

Facebook广告通常是针对您的营销目标量身定制的：您首先设定目标，选择理想的受众，决定放置广告并设定预算，等等，以增加吸引目标市场的可能性。

LinkedIn

米uch like Facebook, LinkedIn offers sponsored contentor updates在用户跨设备的供稿中及其周围。他们也提供Sponsored InMail，广告客户可以通过其消息传递功能向目标受众传递内容。仅当用户在LinkedIn上进行现场直播时，赞助消息会传递，这意味着付费消息将在屏幕底部的聊天框中弹出，引起她的注意，并增加了您被注意到的机会。

推特

有多个推特ad campaignsto choose from, each designed to solve a specific problem: increasing brand awareness or engagement, growing your follower count, incentivizing website clicks, increasing app installs, or quickly promoting a new offer.

After setting your ads objective, advertisers then choose the audiences to target, bid on the cost per interaction, and select which tweets to sponsor. Promoted Tweets are paid, placed ads on users' Twitter feeds, search results page, promoted trends, or through official Twitter advertising partners. (We walked through this strategy in greater depth多于。)

YouTube

Youtube is a versatile platform when it comes toits paid media-- it can be anything from bumper ads (six second ads), Google Preferred (non-skippable, mid-length ads), TrueView InStream (skippable, long format ads), or TrueView Action (video format with a CTA). Alternatively, you might consider partnering with content creators on YouTube to promote your brand.

图像提供YouTube.

ppc

Pay-Per-Click -- orppc-- is a paid search results strategy that charges advertisers for each click a promoted result receives. These paid search ads are the first few hits on a keyword's search results page and are marked with a green "Ad" label. Since most search engine users don't tend to look beyond the first few hits -- let alone beyond the first results page -- they can be an effective way to boost awareness and drive traffic to your site.

Display Ads

This type of paid media is likely the most recognized, as pop-ups, wallpaper ads, banners, and video ads can be found on almost every web page on the internet. They are usually pretty affordable on a cost-per-click basis and are an excellent way to increase brand awareness and recognition. The problem with display ads is that because they are so prolific, users tend to ignore them or even block them entirely.