![\"Lia](\"https:\/\/www.portada-online.com\/wp-content\/uploads\/2013\/02\/LiaSilkworth.jpg\" "\\"Lia")
<\/a>According to Silkworth, “content has played a pivotal role over the last twenty years but more so over the last\u00a0five. It’s all about the (successful) integration of paid, earned and owned media \u00a0(POEM<\/a>).\u00a0 Silkworth notes that while everyone is talking about paid, earned and owned media, “not everyone is really doing it. It sounds easier than it is…”<\/p>\nThe key elements of a successful Hispanic Content Marketing Strategy according to Silkworth:<\/strong><\/p>\n Holistic Approach: <\/em><\/strong>“Paid, owned and earned media are not three silos, but have to be\u00a0looked at in\u00a0an integrated and strategic way. From the consumer’s experience it’s all one thing. The consumer never says: Now I am watching paid media or now I am watching earned media.”<\/p>\n Content Creation<\/strong>:<\/em>“Custom Content needs to be created with the purpose of creating a point of engagement. Whether in short form for the Internet or mobile devices or in long form (e.g. for TV), the goal is to look for an opportunity where consumers can interact in a relevant way and then shift the conversation to earned media (e.g. social media). Our goal is to facilitate that conversation and be part of the consumers life. ”<\/p>\n “It’s crucial to build \u00a0an architecture that allows for an efficient interaction between Paid, Owned and Earned Media. \u00a0For that it is crucial to understand the dynamics between them. Research and audits of owned and paid media are crucial. We have our own modeling that allows us to optimize that.”<\/p>\nStructure and Research<\/h2>\n
Three Key Questions to assess the impact of Owned on Earned Media<\/h2>\n