A comprehensive content marketing strategy is your best shot at coping with the rapidly rising competitive spirit in the HVAC, plumbing, construction, and home remodeling fields.
Achieving such a solid strategy demands leveraging several powerful content marketing avenues such as earned media, owned media, and paid media. These avenues are all cohesive pieces of a complete content marketing mix that will take you to the level of brand exposure you have always been raring for.
Your content marketing strategy should focus on ramping up content sharing, engagement, web exposure, and traffic to your content.
With the aforementioned content marketing trifecta working together for you, realizing such goals becomes possible. Continue reading to find out how.
You can also learn more about what professional HVAC content marketing, plumbing content marketing, content marketing for construction companies, contractor content marketing, and home remodeling content marketing services really entail.
Table of Contents
What is Earned Media?
Earned media refers to the publicity you have gained as a result of content promotion. When both owned media and paid media are well-planned and coordinated, they always give birth to earned media. Think of it as your customers working for you to promote your brand.
That essentially tells you that earned media thrives on content sharing. The resultant outcome is both offline and online conversions.
This content sharing is made possible through word of mouth in the form of mentions, shares, reposts reviews, as well as recommendations.
But what actually drives earned media?
Three things. High-quality content, a strong brand content distribution network, as well as solid organic rankings on popular search engines like Google, Yahoo, and Bing through proper search engine optimization (SEO).
With a strong SEO strategy, you are sure to rank on the first page of search engines. This further and better exposes your owned media platforms such as your website and blog posts as well as your content links while attracting more content engagement and shares.
Furthermore, a great content strategy does a lot to complement your SEO strategy. It doesn’t matter the type of content-video, infographic, e-book, images, or text files. As long as the content is valuable and interesting, the value you can derive from earned media is immense.
Let’s take a deeper look at some of the earned media strategies.
· Mentions
When online references are made to your brand, company, or services, that qualifies as a brand mention. Such mentions can be featured in blog posts, product reviews, news articles, or educational journals. These efforts then directly shape your brand reputation and credibility.
When people can trust your brand, they have no issue referring it to others.
· Shares
Content sharing can help a lot in nurturing customer engagement and referrals. You can share both your website content and blog posts widely across diverse social media sites or applications to boost your audience reach.
· Reposts
Content reposts by third-party sites, influencers, and bloggers add authority and expertise to your brand message making it easy to drive more conversions. The more your content is reposted by authority sites, the more it is viewed and labeled as valuable.
· Reviews and recommendations
Referrals can also take the shape of customer reviews or partner recommendations. Preexisting reviews are very crucial when informing new purchase decisions because they reflect the level of user experience customers get with your brand.
Brand recommendations arise when customers and industry partners alike act as market advocates for your brand. This may in turn result in more lead generation.
What is Owned Media?
Owned media refers to all the content marketing channels directly owned by your business. It is therefore anchored on your unique website properties such as your mobile site, blog site, and social media channels.
All these three are extensions of your website. And your website draws its significance from your brand. Therefore, the exposure cycle goes a long way.
Not only the quality but also the quantity of owned media your business has determines how much online presence you establish. Why?
Because through SEO incorporation into such media, you can fully optimize your search engine rankings. That means the more relevant brand information features in many of your owned sites, the higher you are likely to rank on search engine result pages (SERP).
You can refer to our SEO content writing services to learn more about how this integration works.
To gain more insights into owned media properties, we shall analyze each strategy separately.
· Website
Content marketing done on your website is your easiest way to attract, engage, and retain your target audience or prospects through the creation and sharing of relevant high-quality content. Such content can take diverse formats including images, videos, podcasts, text files, or infographics.
When your content remains top of online consumers’ minds, they are more likely to convert into actual customers.
We can help you create website marketing content that sticks in the customer’s mind.
· Mobile site
Optimizing your content marketing for mobile devices such as smartphones widens your audience reach. Through mobile devices, your brand content can find its way on apps and is easily shared on social media and other mobile-friendly sites.
Since almost 70% of online consumers begin the search for your HVAC, plumbing, construction, or home remodeling services on their mobile phones, optimizing your content for these devices is highly paramount.
· Blog site
Content marketing through your blog posts is a highly effective way of achieving brand loyalty. Why?
Because blog posts address your audience rather directly and personally, igniting their interest in your specific brand.
With frequent blog updates, you are more likely to retain your audience through active engagement.
· Social media channels
Social media marketing platforms like Facebook, Twitter, Instagram, and Twitter serve three purposes – educate, inform, and entertain your audience. Creating attention on social media sites is fast and can equally result in fast leads and content shares for your brand.
To regularly keep your social media followers engaged with valuable, entertaining, and interesting content you can hire the social media content marketing services of a reliable professional.
What is Paid Media?
Paid media refers to all of your marketing activities requiring a paid placement. It is essentially anchored on advertising. That means your business pays to leverage various content advertising channels like PPC, display ads, retargeting, paid influencers, paid content promotion, and social media ads.
Through proper use of paid media, you can maximize your brand content promotion by propelling earned media and driving more traffic to your owned media. That’s exactly how the interdependence of these three content marketing media is activated.
The role of paid media, therefore, is to give your brand some extra exposure beyond just the organic traffic.
As mentioned earlier this extra brand exposure can be realized through:
· PPC
Through pay-per-click (PPC) advertising on popular search engines, your site receives additional traffic beyond the organic traffic. You only pay for the ads once an online consumer clicks on them. The more clicks your ads get the higher the chances of conversions.
· Display ads
Also known as digital display advertising, display ads refer to online paid advertising through visual displays of videos and images or banners. When viewers click on such visuals, they are redirected to the corresponding landing page.
· Retargeting
Retargeting ads help you recover buyers who had initially expressed interest in buying your services but never got to complete the purchase. Such customers are easy to convert because they once had a near-purchase decision around your brand.
Since about two-thirds of your first-time website visitors exit the site without making any purchase, recovering them is imperative.
· Paid influencers
You can also decide to pay social media influencers such as celebrities, trendsetters, and thought leaders to represent your HVAC, plumbing, construction, or home remodeling services. This will essentially boost not only the recognition but also the reach of your brand message.
· Paid content promotion
Sponsored placement of content in different advertisement media like TV, publications, and newsletters presents a convenient way to target various market segments with relevant brand content.
· Social media ads
By running paid advertisements on social media platforms like Twitter, Facebook, and LinkedIn you could potentially boost your website along with its content.
FAQ: Unlocking the Content Marketing Trifecta
Your Ultimate Guide to Skyrocketing Business Growth
How exciting is it to finally have a peek into the secrets of the content marketing trifecta—a powerful trio of earned media, owned media, and paid media? As connoisseurs of content strategy, we’re here to demystify these approaches and reveal how AI can amplify your marketing endeavors to astonishing heights. Prepare to be enlightened!
Q1: What’s the content marketing trifecta, and why is it a game-changer? The content marketing trifecta—earned media, owned media, and paid media—is a dynamic strategy to establish your brand’s authority, build an engaged audience, and maximize your reach. It’s the golden key to unlocking higher traffic, inquiries, conversions, and sales.
Q2: How does earned media contribute to boosting my business? Earned media is the magical word-of-mouth of the digital world. It involves gaining exposure through organic means like media coverage, reviews, and mentions. This not only drives traffic but also builds trust as others vouch for your brand.
Q3: Can owned media really elevate inquiries and conversions? Absolutely! Owned media is the foundation of your online presence—it includes your website, blog, and social media channels. By curating valuable and engaging content, you nurture your audience’s interest, leading to more inquiries and higher conversion rates.
Q4: How does paid media play into the grand scheme of sales growth? Paid media is like the rocket fuel for your reach. Through targeted advertising, you amplify your content’s visibility to a wider audience. This broader exposure translates into more potential customers discovering and engaging with your brand, resulting in increased sales.
Q5: How can AI revolutionize my content marketing trifecta? AI is the wizard that optimizes your trifecta strategy. It can analyze data to determine what content performs best, personalize advertising campaigns for different audiences, and even help generate content drafts that align with your brand’s voice and goals.
Q6: Can AI truly understand and replicate our brand’s unique identity? Absolutely. While AI assists in many aspects, the essence of your brand comes from you. AI can learn from your existing content to generate drafts, recommend strategies, and suggest ideas that resonate with your distinct identity.
Q7: I’m not a marketing guru. Can I still ace the content marketing trifecta? Absolutely. Our expertise lies in translating your brand’s vision into compelling content. We’ll collaborate to understand your goals and create a customized trifecta strategy that showcases your brand’s strengths.
Q8: How do I gauge the effectiveness of my trifecta efforts? Measuring success involves tracking metrics like website traffic, engagement rates, click-through rates, conversion rates, and ROI from paid campaigns. This data-driven approach helps refine your strategy for maximum impact.
Q9: Is the content marketing trifecta a quick fix or a long-term play? Consider it a symphony. While you might see some immediate results, the trifecta’s true potential unfurls over time. Consistency and a strategic mix of earned, owned, and paid media gradually amplify your brand’s impact.
Q10: Ready to embark on the trifecta journey together? Absolutely! Let’s dive into crafting your personalized content marketing trifecta strategy. Connect with us for a consultation. We’ll delve into your business objectives, target audience, and unique strengths. By synergizing AI innovation and human expertise, we’ll set you on the path to 10x marketing success.
We’re here to guide you through every step of your content marketing adventure. By harnessing AI and the power of earned, owned, and paid media, we’ll propel your marketing efforts to breathtaking heights. Reach out to us today to begin your transformative journey!
Want the content marketing trifecta to work for you?
To better expose your brand you need to explore all the above-mentioned content marketing strategies. Then, analyze your marketing budget to better understand the level of resources needed for each strategy.
Of course, each strategy has its own merits but combining all three makes your content marketing strategy all the more effective.
Check out our entire offering of content marketing services to discover more visibility opportunities for your HVAC, plumbing, construction, or home remodeling business.
By working closely with our professional digital content marketers, you get to hit three birds with one stone and realize full-range marketing gains.
Contact our content marketing team to get started today!