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I’m guessing Stacy Green coined the acronym P.O.E.M. I Googled it and got no results. She published her post introducing the acronym just four hours ago.

So what does it mean?

P.O.E.M. is an acronym that stands for Paid, Owned, Earned Media. We’re talking about content here.

I think it’s a useful acronym, especially for businesses that are accustomed to developing public relations campaigns for print and offline media. You can take this acronym and use it for offline, or digital media.

  • Paid – This refers to pay per click advertising, in-text paid links, banner advertising, and other forms of online media that you pay for. Do you have a plan for paid media? Can you measure your results?
  • Owned – Owned media of course is a reference to media you create in-house. It includes your website, videos that you create, articles you publish off-site, blog posts, and any other type of media that you have the copyright to. You own that media.
  • Earned Media – In the old days of offline marketing, earned media meant sending a press release to a news editor somewhere and hoping he found your story worthy of journalistic mention. Today, you don’t necessarily need professional journalists and editors, though they can help. Earned media includes interviews with bloggers, social media shares by celebrity networkers, and virtually any digital move that involves other people in an online format – forums, videos, blogs, social networks, etc. If it goes viral, that’s the ultimate earned media.

A good marketing strategy involves all three of these types of media. Plan it, implement it, and measure it. Follow a useful strategy and your online marketing efforts stand a much better chance of succeeding.

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