As businesses continue to grow their spending on paid digital media, paying attention to growing organic audience engagements are even more important.
In today’s digital world, it’s not enough for businesses to rely solely on paid advertising to drive their marketing efforts. Instead, companies need to harness the power of earned media to reach their target audience and establish themselves as trusted and credible sources of information.
But what exactly is earned media, and why does it matter so much?
Earned media refers to the publicity and exposure that a business or brand receives as a result of its actions, rather than through paid advertising. This can include coverage in the news media, social media posts and shares, online reviews and testimonials, and other forms of word-of-mouth promotion.
Unlike paid media, which relies on a business’s ability to purchase ad space or sponsor content, earned media is the result of organic interest and engagement from consumers and media outlets.
This can make it a powerful tool for businesses looking to build their reputation and connect with their target audience in a meaningful way.
There are several key reasons why earned media is such a crucial component of any successful marketing strategy:
- It builds credibility and trust
One of the biggest advantages of earned media is that it helps to establish a business or brand as a credible and trustworthy source of information. When a media outlet or social media influencer shares positive information about a business, it can lend a level of legitimacy and authority to that brand that is difficult to achieve through paid advertising alone.
- It reaches new audiences
Earned media also has the potential to reach new audiences that might not otherwise be exposed to a business’s message. For example, if a business is featured in a news article or social media post that goes viral, it has the potential to reach a much wider audience than it would through paid advertising alone.
- It can be more cost-effective
While paid advertising can be effective, it can also be expensive. By contrast, earned media is often much more cost-effective, since it is generated through organic interest and engagement rather than paid promotion. This can be especially valuable for small businesses or startups with limited marketing budgets.
- It can improve SEO
Earned media can also help to improve a business’s search engine optimization (SEO) efforts. When a business is mentioned in a news article or blog post, for example, it can generate valuable backlinks to the business’s website, which can improve its search engine rankings over time.
- It can drive sales and revenue
Finally, earned media has the potential to drive real business results, such as increased sales and revenue. When a business is featured in a positive news article or review, for example, it can generate a level of interest and excitement that can translate into real-world sales and revenue for that business.
So how can businesses go about earning media in the first place? There are several strategies that can be effective:
- Create high-quality content
One of the best ways to earn media is by creating high-quality, engaging content that resonates with your target audience. Whether it’s a blog post, social media video, or infographic, the key is to create content that is informative, entertaining, and valuable to your audience.
- Build relationships with journalists and influencers
Another effective strategy is to build relationships with journalists and social media influencers in your industry. This can involve reaching out to them directly to share your story or pitch a newsworthy angle, or it can involve engaging with them on social media and building a rapport over time.
- Leverage customer reviews and testimonials
Customer reviews and testimonials can also be a powerful form of earned media. By encouraging satisfied customers to share their experiences on social media or review sites, businesses can generate valuable word-of-mouth promotion that can help to build their reputation and credibility over time.
Finally, earned media is a valuable asset for any business or organization that is looking to build trust, credibility, and visibility in their industry.
By generating positive mentions in the media, businesses and organizations can reach potential customers and clients in a cost-effective way, improve their search engine rankings, and build relationships with key influencers in their industry.
Whether you are a small business or a large corporation, earned media should be an important part of your overall marketing and communications strategy.