Paid, earned and owned. The phrase may be a marketing workhorse, but with the explosion of digital channels, and new technologies, “paid, earned and owned” is a lot less useful as a way of looking at media strategy and spend than it used to be.

As the lines between the three categories of media have eroded beyond recognition, marketers need to rethink how they spend marketing dollars, staff teams, drive strategy and collaborate with agencies.

Read more about the insights shared by top content marketing strategists in this special report on “Content Agencies” in Chief Content Officer Magazine.