#CRAConf: Owned, earned and paid for content

How do companies thrive in a world of owned, earned and paid content?  The next session at the National Radio Conference brought together a group of experts to discuss this question and how to combine owned (websites/Social Media), earned (public relations) and paid media content.

Panellists included Paul McINtyre (Editor, MCN), Clay Gill (Head of Owned and Earned, Mindshare), Ian Perrin (CEO, ZenithOptimedia), Vijay Solanki (Chief Digital Enablement Officer, Southern Cross Austereo) and Dan Robbins (Head of Interactive, OMD).

The reason why advertisers are so focussed on paid, owned and earned content is because consumers are consuming content on all levels, and that it’s no longer just OK to buy spots and dots.  But the content that advertisers are seeking needs to be relevant

“The challenge is that clients are not good at marketing, and they need to find companies they can trust.  Yes it’s about PR, but it’s also about creating content that targets and finds fans”, says Solanki.

Gone are the days of simply buying a 30 second radio or television commercial.  You need to look at what else you can do to engage with your audience.  “Generally speaking, people do not like commercials, ” says Gill.

Clients are looking for owned and earned media, but they understand that it needs to work closely with paid media.

“All your money doesn’t have to come from a 30 second spot.  It’s all about using your shows, and seeing the opportunity in a broad possible sense,” continues Robbins.

A great example of identifying a client and coming up with additional content is the partnership between SCA and Tennis Australia.  A campaign was created using show talent, in this case Jules Lund, and creating digital and online content in the form of videos and buiding a story.

“The example of Tennis Australia was first understanding the brief, and then creating a story.  It’s about leveraging social and video,” continues Solanki.

When it comes to the questions of who is best at producing content, it’s the existing publishers of content like radio and TV.  Radio stations needs to position themselves in a way that they can produce additionl content as clients will come to stations first, and ask for help at creating digital content.

“People in this room are great at making great content.  Companies like SCA are learning to  reate great content in lots of different ways.  We can do it directly with clients, or we can partner with agencies”.

Digital revenue for radio companies is increasing, and making great content is increasing.  The key for companies is creating content for social media and content that runs on-air, and ensure it works well together.

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