Roy Abdo breaks down four media types for marketing: owned (your website, blog, newsletter), shared (Facebook, Instagram, YouTube), earned (what others say about you), and paid (ads you buy). Start by figuring out where your audience actually is.
Any media campaign you want to build has to have 4 categories. There's your owned media, there's your shared media, there's your earned media, there's your paid media. When I think about owned media, it's anything you have 100% control over. It's your website, your blog, your newsletter. Then your shared media, your Facebook, Twitter, Instagram, YouTube, LinkedIn. The first question is, where is your target audience spending their time? Earned media, there's someone talking about you or talking about something that you have interest in. Then the last piece is paid media, which is when you pay to be in front of an audience.
