The content marketing gospel that everyone keeps under their beds has three entries under “media”:
- Owned media: Your website, company social media pages, and email database
- Strengths: You control everything.
- Weaknesses: You mainly reach known prospects (or those who are anonymous but recently acquired through the other two kinds of media).
- Paid media: You know: ads
- Strengths: You can reach way out beyond your known universe.
- Weaknesses: It costs money (bastards!).