Marketers can split media into three key categories: paid owned and earned.
Paid media includes any content that is paid for such as PPC ads or sponsored articles. Owned media is content that your brand distributes through its own channels like a blog. Earned media on the other hand is content that your brand has no control over. It includes any content relating to your business that you haven't paid for or created yourself.
Earned media can include unsolicited social media mentions online reviews and even retweets of your content. This is a highly influential form of marketing. However, it is also the most difficult media type to obtain.
