Paid supports, explained in 400 words or less

An effective content strategy is not based on a single tactic.

To generate qualified leads, you must regularly publish interesting and quality content, explore guest blogging opportunities, identify co-marketing campaigns, and develop a strategy to promote that content.

What's a paid support?

Paid media is a method for organizations to promote their content through sponsored social media messages, display ads, paid search results, video ads, pop-ups, and newsletters. 39; other multimedia media on sale. Paid media can be a good opportunity to expand the reach of your brand, get more clicks and generate more traffic.

In the end, by sponsoring content, you can reach an audience that may not have met you otherwise.

Although content is a fairly general term, it is important to note that different types of media can be exploited during the process. Knowing the differences between paid media and other forms of media – acquired and owned – is critical to the success of your lead generation efforts.

To help you efficiently run sponsored content, we'll explain different types of media, examples of paid media, and strategies to optimize their use for your business.

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The difference between media acquired, owned and paid

Combining earned, owned and paid media will help you attract, nurture and connect prospects, but what do these terms really mean? And in terms of your company's content strategy, how do they fit into the equation?

Although the three media efforts are important for your overall goals and should converge in your strategy, there are still clear differences.

Medias won

Simply put, earned media refers to a media exposure that you have gained through word of mouth. What about the fantastic content you have distributed, the influence of your SEO efforts, the customer experience that you have delivered, or a combination of three, acquired media refers to the recognition you get as a result.

You can earn media by getting press releases, positive reviews, covers, recommendations, etc. You can also make life easier for the media by helping reporters and editors write their articles or adding your own thought leadership content to industry publications.

With the growing popularity of social media platforms such as Twitter and Quora, content writers and journalists are now finding it easier to contact your company for quotes and ideas to mention in their articles. This type of accreditation creates a climate of trust around your expertise.

At Influence & Co., we earn most of our media through endorsements in the press of our partners and the content of our own contributions. For example, our co-founder, John Hall, regularly publishes articles on Forbes, whose content helps drive traffic and leads for our company.

So, whether you earn endorsements on external sites or you gain the opportunity to contribute regularly, this type of media allows you to feed the top of your funnel and you present new tracks.

Media belonging to

The media you own is content that you control completely. Think about the content of your business website, your blog, and your social networking accounts.

While proprietary multimedia content can take various forms – blog posts, case studies, white papers, and so on. – The main purpose of this content is to continue to provide value to prospects as they advance in the funnel. These assets offer a more controlled – but not overly promotional – message about your business.

So, if you want to warm up tracks that you have generated with winning media or gain from others, it is important that you focus on producing these valuable educational resources. In the end, this content can help runways determine whether working with you is the right choice for them.

Paying Media

Although today's media influence makes it difficult to spread the message of your company in an organic way, it also causes an influx of methods to promote it. Paid media serve as a method for promoting content and promoting exposure. And there are various paid techniques that you can use to boost your own media and help you gain more media earned.

For example, social media platforms such as Twitter, LinkedIn, Facebook and Pinterest offer advertising options that can be leveraged to increase your visibility. We found that LinkedIn and Twitter were the most effective promotional platform for our audience of B2B marketers, but you can use a similar strategy on Facebook or Pinterest. It all depends on where your target audience is the most active and involved with your brand.

Paid Media Strategy

As I have already mentioned, the combination of these elements can prove very powerful to generate and engage prospects. To illustrate this, let's look at two examples of content promotion tactics that my company has successfully used to amplify the media we have.

Sponsored Media

LinkedIn: Sponsored Updates

Our marketing team uses sponsored updates on LinkedIn to promote the content of our portal. We establish a budget for each campaign; target users based on interest, industry and job title; and provide a link to a landing page with a relevant piece of synchronized content.

Our reasoning behind the promotion of secure content via sponsored updates to our blog content goes back to the idea of ​​providing the right content to your audience, through the right support, at the right time. We found that when our audience is on LinkedIn, it's the perfect time to deliver secure content.

For example, when we look at the performance of our sponsored publications, we find that offers directly linked to a landing page are converted at a conversion rate of 500% higher than that of sponsored publications that refer to content of a blog.

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Sponsored Media

Twitter: Sponsored tweets

We have also recently seen the success of the most engaging tweets promotion. For example, we promoted this tweet about our blog article "The 5 Unexpected Trends in Content Marketing from the 2016 CMI Report" after finding that it was generating a lot of initial commitment. He generated 111 additional clicks on the post with only $ 50 of ad spend.

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Tweeting promotion is a great way to increase the reach of your most engaging tweets and introduce them to a new audience. To determine if a tweet deserves a promotion, we ask ourselves two questions:

Did he perform well? When a message works properly in an organic way, it will automatically outperform your other messages when you sponsor it. Our general rule is to promote only the top 1 to 3% of tweets that have had the most engagement recently.
Is the content you are proposing well converted? If we plan to promote a tweet, we review the content it refers to to determine the conversion rate of the tweet. If that does not work well, we try to pick a new tweet that refers to high performing content or see how we can optimize the blog post for better conversion before spending money before promoting it on social media.

Examples of Paid Media


There is a variety of paid media on Facebook. First, you can experiment with paid targeted ads that appear in users' news feeds. These are often single-space ads. You can also buy carousel-style ads: it's a series of images that can be scanned in one ad slot, allowing advertisers to tell a better story and showcase more products. .

 Facebook ad example "width =" 600 "style =" width: 600px; viewing block; margin: 0px auto; Image courtesy of Facebook.

In addition to the home page, many options are available for ad placements, such as Facebook Marketplace, the video suggestion on Facebook, the Facebook right column and the Messenger Inbox.

Facebook ads are often incredibly geared to your marketing goals: you start by setting your goal, choosing your ideal audience, choosing where to place your ads, then setting a budget, and so on. to increase the chances of attracting your target market. .


Like Facebook, LinkedIn offers sponsored content or updates in and around user feeds on different devices. They also offer Sponsored InMail, where advertisers can serve content to target audiences through their messaging feature. Promoted messages are delivered only when the user is live on LinkedIn, which means that the paid message will appear in his or her chat box at the bottom of the screen, thus drawing his attention to the subject. offers and increases its chances of being noticed.


You can choose from multiple Twitter advertising campaigns, each designed to solve a specific problem: increase brand awareness or engagement, increase your subscriber count, encourage website clicks, increase the number of followers Application facilities or quickly promote a new offer.

Once the goal of your ads is set, advertisers choose audiences to target, bid on cost per interaction, and select tweets to sponsor. Sponsored tweets are paid ads placed on users' Twitter feeds, search results page, promoted trends or via official Twitter advertising partners. (We explored this strategy in more depth above.)


Youtube is a versatile platform for its paid media. There may be some outstanding announcements (six-second announcements), Google Preferred (medium-sized non-skippable ads), TrueView InStream (long ads format), or TrueView Action (video format with CTA). . You can also consider partnering with content creators on YouTube to promote your brand.

 Advertisement example on YouTube "width =" 600 "style =" width: 600px; viewing block; margin: 0px auto; Image courtesy of YouTube.


Pay Per Click (PPC) is a paid search results strategy that charges advertisers for each click generated by a promoted result. These paid search ads are the first results of the search results page of a keyword. They are indicated by a green "Announcement" label. Since most search engine users typically do not look beyond first results – let alone beyond the first page of results – they can be an effective way to increase brand awareness and awareness. to drive traffic to your site.

 Example PPC "width =" 528 "style =" width: 528px; viewing block; margin: 0px auto;

Ads with pictures

This type of paid media is probably the most recognized because pop-ups, wallpaper ads, banners and video ads are found on almost every web page of the Internet. They are generally quite affordable on a cost-per-click basis and are a great 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 completely.

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Originally published on July 19, 2019 at 07:00:00, updated on July 19, 2019


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