When paid, owned and earned media come together, they give birth to what some marketers are calling, “converged media.” Converged media happens when at least two or more of the above-mentioned media channels come together, use a consistent story line (look and feel), and work in concert to meet a certain marketing or content marketing goal.
A Quick Lesson: Paid, Owned & Earned Media
Paid Media: Paid media is exactly what it sounds like. Think ads, paid search (SEO), or even sponsorships. Owned Media: Encompasses your brand-owned sites, like your website, social platforms, blog, etc. Earned Media: This is the GOOD stuff, or when your customers and brand advocates are the medium/channel. WOM (word of mouth) or peer-to-peer recommendations, buzz surrounding your brand, or perhaps it happened when a social post of yours went viral.
So, by taking two or more of the forms of media listed above and combining them, you have converged media.
THE IDEA IS THAT YOU’RE AIMING TO HAVE SYNERGY WITH THE MEDIA PIECES; THEY NEED TO WORK TOGETHER IN HARMONY TO CREATE THE DESIRED EFFECT.
To see the examples for how to create converged media, read the original post: B Squared Media – B² Blog: What Is Converged Media?
Using tactics developed in her yearlong honors thesis study, Brooke helps bright and innovative entities develop social strategies around content curation. Good content boosts trust and loyalty among customers. By focusing on "what is" (psychographics: values, interests, beliefs and attitudes) and letting go of "what might be" (demographics) brands can secure a closer connection to consumers and their buying habits. Simply put: Think conversation, Not campaign.