Let me recite a P.O.E.M…

But not just any poem.

THE P.O.E.M: Paid, Owned & Earned Media!

As a Fractional CMO/CRO, I often see companies mastering only one of these three pillars.
The result? Their marketing is unbalanced, their growth stagnates, and their efforts don’t pay off.

💡 Effective marketing relies on a strategic balance between Paid, Owned & Earned Media.
🚀 Let’s break it down.

1️⃣ PAID MEDIA 💰 : The Power of Leverage
This is what you pay for visibility.
- Advertising (Meta Ads, Google Ads)
- Sponsorships (influencers, events, podcasts)
- Media partnerships

Real-world examples:
Disney: Co-financed a TV ad with Canal+, which aired for 20+ years to boost brand awareness and attract shared customers.
If it lasted that long, it was ultra-profitable for both companies.

Talentsoft: Launched ultra-targeted SEA campaigns to reach C-Level executives and optimize B2B acquisition.

➡️ Paid media speeds up growth… but on its own, it’s a money pit!

2️⃣ OWNED MEDIA 🏡 : Your Digital Home
This is what you own and control.
- Website, blog, newsletter
- LinkedIn content, YouTube, podcast
- CRM strategy & automation
- Your community & customer database (GDPR-compliant – it goes without saying, but it’s always worth repeating 😉)

Real-world examples:
DisneyTV: Developed an automated tool to manage content distribution across multiple channels (TV, Web, Mobile, VOD, streaming).
365Talents: Built a lead nurturing strategy in HubSpot to maximize prospect conversion.
➡️ Owned media gives you control… but without an audience, it’s just an echo chamber.

3️⃣ EARNED MEDIA 🎙️ : The Holy Grail of Marketing
This is what others say about you.
- Press, interviews, organic articles
- Word-of-mouth, referrals
- Social shares & virality
- Customer advocacy & brand ambassadors

Real-world example:
Talentsoft: Activated brand ambassadors in exclusive events, giving them a platform to showcase their success and convince hot prospects.
➡️ Earned media is powerful social proof… but on its own, it’s unpredictable.

🎯 The key to successful marketing? A smart balance of all three!
- Paid accelerates growth 🚀
- Owned builds authority 🏗️
- Earned proves your value ⭐

If you only rely on Paid, you're a sprinter who burns out.
If you only focus on Owned, nobody sees you.
If you only count on Earned, you depend on others.