What is OSEP methodology and what is its relationship with Content Marketing? – WAU
The OSEP methodology classifies the different types of media into: own, shared channels, earned media and paid media. Want to know how to use this model and what is its relationship with Content Marketing? So be sure to read this post!
We have listed numerous times, in different blog posts here, the characteristics of Content Marketing and, among all of them, its ability to aggregate different types of media is one of the most outstanding.
In this post, we will list how this marketing strategy is capable of create a convergence between media, highlighting each particular feature of the OSEP methodology (owned, shared, earned and paid media).
Then, we will present the consequences of this convergence – mainly in relation to the user experience – reinforcing the aspects that relate to the content strategies. Follow!
What is OSEP Methodology?
In the world of marketing, there are different types of media and one of the most common ways of classifying them is through the OSEP methodology, that is, by classification between own channels, shared channels, earned media and paid media.
This model is widely used in media plans by facilitate the visualization of the sources of each media, which can be very useful when defining the best ways to approach the target audience.
Next, we’ll look at how each of these channels works:
Owned (own channels)
With the various changes that happened in Google’s algorithms, more than ever your pages, such as websites and blogs, must be constantly updated, in order to gain more visibility and authority with your audience.
For this, it is increasingly essential that you publish a content that is interesting, informative, relevant and valuable for your audience.
In this context, in addition to texts, you can promote other materials, such as e-books, webinars, podcasts and others, that offer your best ideas to your current and future customers.
In other words, own channels represent a possibility to create something that really has value for your audience.
More and more, in order to be successful, it is necessary for these media to avoid excessively promotional and / or technical content, which do not meet the needs and solve market problems or are not directly associated with market challenges.
Owned channels therefore need to be a foundation for the company to create, publish and disseminate original content that is highly relevant to its context.
Shared (shared channels)
Getting people to share their own content is a huge challenge. In the case of shared channels, the intention is to create new materials consistently, until your audience starts to share it.
In this context, it is worth saying that these contents must be shared through social networks. If your company is more focused on B2C (Business to Consumer), Facebook is likely to be more effective, but if your brand works more with B2B (Business to Business), maybe LinkedIn is the best option.
It is clear, however, that you must choose the social networks that best adapt to the reality of your audience, that is, you must be present where your audience is.
To do this, one of the first steps is to ensure that the social media sharing buttons are properly inserted on your website or blog, so that it is easy for visitors to share your updates.
Even if you have few followers, keep in mind that these people have their own followers, and so on. That way, your network could reach thousands of users who can click or download your content.
Earned (media wins)
In the case of winning media, it may come from public relations work, for example. You can develop good relationships that would help your brand to tell stories in great communication vehicles, such as high-circulation newspapers, high-traffic sites and television channels.
To give another example, in this case the customer can also become the channel. Some influencers can be the basis for generating ratings, releases or any other type of buzz or content with the potential to go viral.
When the story is told through the perspective of others it tends to always be seen with more confidence. However, relations with the media also tend to be expensive, require a lot of time and there is no guarantee whatsoever.
Paid (paid media)
Paid media is what we know as advertising. You can pay for space in newspapers, magazines, TVs, on websites, on Google and on social networks. Typically, you hire someone, such as an agency, or have an in-house team to create the ads and place them in the right places and for the right people.
With Digital Marketing, this type of media has become accessible to companies of all sizes, but technical knowledge is required. Along with organic strategies, it ends up being essential, as it is a way to get your message across to the masses very quickly and effectively.
If your industry is very competitive, for example, paid media is one of the best ways to communicate. Channels like Google Adwords are widely used, so your strategy should be extremely well thought out.
You need clear Call To Actions (CTAs) and the use of keywords and content must solve problems and meet needs directly related to the reality of your potential consumers.
What is Converged media?
Within the particularities of the OSEP methodology, we can understand that there is a fifth category, which is called converged media. Its about combine the four media (owned, shared, earned and paid), so that they contribute to improving the user experience.
In this context, content strategies must understand this strategy, which is quite obvious, since the marketer must think in a holistic context, making his brand achieve better results and, thus, achieve goals, hit goals and earn competitiveness in the market.
So, understand that, for example, although owned media (own channels) have a lower cost per lead – to use a metric – it is far from being a “free lunch”. You do not pay for this type of media, but it, like other channels, naturally requires effort and, therefore, comes at a cost.
Because of that, an intelligent mix of channels and media goes far beyond strengthening the overall impact of your strategy, as it also aims to keep costs lower.
What are the consequences of media convergence?
The consequences of the convergence of media end up coming up against the evolution of the way the content is made and worked.
From the moment you use different strategies, all of these channels work together, allowing companies to reach their potential customers exactly where, how and where they want, regardless of the media or device.
Obviously, each channel has its due importance, but it is essential that they work together, so that they end up converging on a single type of media. It is a job in which it is about recognizing an integration that is already taking place, as in the case of ads that rely on user comments.
As we said above, this work of media convergence is linked to integration, which means that it aims to promote the best user experience.
If you really want to do marketing work with a focus on the user, therefore, you must understand that this work goes far beyond advertising and media, as it focuses on points of contact and conversions – including social ones.
Therefore, the conclusion we reach is to always think about marketing from a holistic point of view and, at the same time, with a focus on providing good experiences. It is worth remembering that, even in B2B marketing, it is possible to establish more personal approaches.
In this new market that we live in, there are more and more integrated strategies, and what should drive this strategy on a daily basis is the user experience and all interaction – in this case, even in paid media jobs, the particularities of Content Marketing end up being essential.
If you are not yet working with this perspective in mind, which focuses on relevance and value creation and an approach focused on the customer journey, know that you are likely to be or will be left behind, as there are several brands doing this work very successfully.
Nowadays, all companies and campaigns will need adopt a multifaceted strategy, including owned, shared, earned and paid media, regardless of your budget.
Even if your resources are scarce, start small, but focus on the possibility of working on all these channels.
On this path, know that just executing a strategy may not lead you to achieve the goals you have set for your business. Therefore, start slowly, but consistently, and know that there will be many trials and errors for you to understand what generates the best results.
Did you like to know a little more about the OSEP methodology and its relationship with Content Marketing strategies? So be sure to also check out our complete Digital Marketing guide!