POEM framework – for balance in digital marketing

This powerful strategy combines Paid, Owned, and Earned Media to maximize reach, engagement, and conversions. Let’s dive into how you can harness the POEM framework to elevate your digital marketing projects.

Did you know? –   brands using an integrated POEM framework can see up to 50% higher engagement rates in their digital marketing campaigns?

Table of Contents

• What is the POEM Framework?
• Why POEM is Important
• Components of POEM
  • Paid Media
  • Owned Media
  • Earned Media
• Creating Your POEM Marketing Strategy
• Examples of POEM in Action
• Frameworks, SOPs, and Templates
• Conclusion

What is the POEM Framework?

The POEM framework stands for Paid, Owned, and Earned Media. It’s a comprehensive approach that helps you manage and optimize different types of media to create a cohesive and effective digital marketing strategy.

Why POEM is Important

Utilizing the POEM framework ensures that your digital marketing efforts are well-rounded and strategically aligned. By balancing paid, owned, and earned media, you can maximize your reach, build stronger relationships with your audience, and achieve higher ROI.

Mobile-Friendly Table: POEM Framework Components

Component	Description	Examples
Paid Media	Media you pay for to promote your content or brand	PPC ads, social media ads, sponsored posts
Owned Media	Media channels you control	Websites, blogs, email newsletters
Earned Media	Media exposure you gain through word-of-mouth, shares, or reviews	Press coverage, social shares, testimonials

Components of POEM

Paid Media

Paid Media involves any marketing that you directly pay for. This can include PPC ads, social media ads, and sponsored content. Paid media allows you to target specific audiences with precision and quickly drive traffic to your owned media. Example:

• Running Facebook ads to promote a new blog post.
• Using Google AdWords to capture leads searching for relevant keywords.

Owned Media

Owned Media consists of channels that you control entirely, such as your website, blog, and email newsletter. These are the platforms where you can consistently share your brand’s message and build a loyal audience. Example:

• Creating a blog to provide valuable content to your audience.
• Developing an email newsletter to nurture leads and customers.

Earned Media

Earned Media is the organic exposure you get through word-of-mouth, social shares, and reviews. It’s the result of your brand being shared and talked about, providing social proof and credibility. Example:

• Getting featured in an industry publication.
• Encouraging satisfied customers to leave positive reviews on social media.

Creating Your POEM Marketing Strategy

Creating a POEM marketing strategy involves understanding how each component can be leveraged to support your overall marketing goals. Here’s a step-by-step guide:

1. Define Your Objectives: Clearly outline what you want to achieve with your digital marketing efforts. This could be increasing brand awareness, driving website traffic, generating leads, or boosting sales.
2. Identify Your Audience: Understand who your target audience is, where they spend their time online, and what type of content they engage with.
3. Allocate Your Budget: Decide how much you can invest in paid media and allocate resources accordingly.
4. Develop Content: Create high-quality content that aligns with your objectives and appeals to your audience.
5. Distribute Content: Use owned media to share your content, paid media to amplify its reach, and earned media to build credibility.
6. Measure and Optimize: Continuously track your results and optimize your strategy based on performance data.

Mobile-Friendly Table: POEM Strategy Steps

Step	Action
Define Objectives	Set clear, measurable goals for your campaign
Identify Audience	Research and understand your target demographic
Allocate Budget	Determine how much to spend on each component of POEM
Develop Content	Create engaging content that aligns with your objectives
Distribute Content	Share content through owned media, amplify with paid, gain earned
Measure & Optimize	Track performance and make adjustments to improve results

Examples of POEM in Action

Example 1: Launching a New Product

• Paid Media: Run targeted social media ads to create buzz around your new product.
• Owned Media: Publish blog posts and product pages on your website detailing the benefits and features.
• Earned Media: Reach out to influencers and journalists to review your product and share their opinions.

Example 2: Building Brand Awareness

• Paid Media: Use display ads and sponsored posts to reach a broader audience.
• Owned Media: Consistently update your blog and social media channels with valuable content.
• Earned Media: Encourage satisfied customers to share their experiences and testimonials.

Frameworks, SOPs, and Templates

To effectively manage your digital marketing projects through the POEM framework, it’s essential to have a set of frameworks, SOPs (Standard Operating Procedures), and templates in place. Here are some valuable resources:

Frameworks

• POEM Strategy Framework: A detailed plan outlining the steps and actions needed to implement the POEM framework.
• Content Calendar Framework: Helps in planning and scheduling content across different media.

SOPs

• Paid Media SOP: Guidelines for creating and managing paid campaigns, including budget allocation and ad optimization.
• Owned Media SOP: Best practices for maintaining and updating owned media channels.
• Earned Media SOP: Strategies for gaining and managing earned media, including outreach and relationship building.

Templates

• Content Plan Template: A template for planning content creation and distribution.
• Campaign Budget Template: Helps in planning and tracking marketing spend across paid, owned, and earned media.
• Performance Tracking Template: A tool for monitoring and analyzing the performance of your POEM strategy.

Mobile-Friendly Table: POEM Resources

Resource	Description
POEM Strategy Framework	Detailed steps for implementing POEM
Content Calendar Framework	Plan and schedule content across media
Paid Media SOP	Guidelines for paid campaign management
Owned Media SOP	Best practices for maintaining owned channels
Earned Media SOP	Strategies for managing earned media
Content Plan Template	Template for planning content creation and distribution
Campaign Budget Template	Tool for planning and tracking marketing spend
Performance Tracking Template	Monitor and analyze the performance of your strategy

Conclusion

The POEM framework is a powerful approach to digital marketing that helps you balance and optimize your paid, owned, and earned media. By following the steps outlined in this post, you can create a cohesive and effective strategy that drives results.

Mobile-Friendly Table: Key Takeaways

Key Takeaway	Description
Balance Media Types	Use paid, owned, and earned media for a well-rounded approach
Develop High-Quality Content	Create content that aligns with your objectives and audience
Continuous Optimization	Measure results and refine your strategy for better performance

Leveraging the POEM framework can significantly enhance your digital marketing efforts, helping you achieve higher engagement, build stronger relationships, and ultimately drive more conversions. For more information, check out these additional resources:

• Comprehensive Guide to Digital Marketing
• How to Create an Effective Content Strategy
• Top Tools for Managing Social Media

By integrating these principles and resources into your digital marketing strategy, you can ensure that your efforts are both effective and sustainable.