Know Everything About Earned Media (Strategies + Examples)
Recognizing the diverse aspects of media exposure is important for businesses that want to strengthen their brand presence. Among the three main types of media—owned, paid, and earned—earned media stands out as a particularly influential force in shaping public perception and driving organic growth. In this article, we will explore the definition of earned media, provide compelling examples, and highlight the numerous benefits it offers to businesses looking to build a strong brand presence in today’s competitive market.
What is Earned Media?
Earned media refers to the free publicity generated by brand-driven efforts, leading to organic mentions, shares, reviews, and other forms of content created by external sources, such as customers, influencers, or news outlets. Unlike paid media, which involves direct financial investment, or owned media, which includes content controlled by the brand (like websites and social media profiles), earned media is gained through genuine consumer interest, trust, and advocacy. It’s the word-of-mouth of the digital age—unpaid, unbiased, and often more credible than other forms of promotion.
Characteristics of Earned Media
Earned media has the following defining characteristics:
Organic and Unpaid
- It is free, non-sponsored publicity gained through promotional efforts.
- Coverage cannot be directly purchased like advertising. It must be pitched and secured.
Third-Party Endorsement
- Source is external and independent from the brand.
- Provides validation, credibility and authenticity.
Ongoing Publicity
- Online articles, videos and social posts remain hosted and searchable indefinitely.
- Continues to drive traffic and conversions over time.
Examples of Earned Media
Understanding earned media is easier when you can see it in action. Here are some prime examples that illustrate how it functions in the real world:
- Social Media Mentions and Shares: When customers share a positive experience on platforms like Twitter or Instagram, tagging the brand it’s a powerful form of earned media. This type of content is often seen as more authentic and trustworthy than traditional ads.
- Media Coverage: A news article or blog post reviewing a product, especially if it’s positive, can generate a lot of earned media. This is because readers often trust these sources for unbiased opinions.
- Online Reviews and Testimonials: Platforms like Yelp, TripAdvisor, and Google Reviews are hotbeds for earned media. When a customer leaves a glowing review, it not only builds trust but also encourages others to engage with the brand.
- User-Generated Content (UGC): Consumers who create content related to a brand, such as photos, videos, or blog posts, contribute significantly to earned media. Campaigns that encourage UGC, like hashtag challenges, can exponentially increase a brand’s exposure.
- Influencer Endorsements: While paid partnerships are common, influencers often talk about products they genuinely like without any monetary exchange. These organic endorsements are highly effective forms of earned media.
The Benefits of Earned Media
The impact of earned media on your brand’s success can be substantial. Here are some key benefits:
Builds Credibility and Trust
- Earned media establishes brand authority and trust. According to a study, more than 80% of consumers trust earned media over advertising claims. They see third-party validation as authentic proof of quality.
- Positive reviews, reputable press coverage and celebrity endorsements lend credibility that promotes conversions. It provides vital social proof when customers are evaluating brands.
Increases Brand Visibility and Reach
- Earned media expands brand exposure beyond current audiences. A feature story or viral post introduces the brand to new demographics and communities.
- Media placements also benefit from the existing distribution network of the publisher. Rather than building an audience from scratch, brands can tap into established readership and followings.
Establishes Thought Leadership
- Earned media enables brands to shape their narrative and demonstrate expertise. Interviews, guest columns and conference speaking cement thought leadership.
- This strategy elevates brands above competitors by showcasing industry insights, trend-spotting, and unique perspectives. It fosters loyalty among customers who regard the brand as an authority.
Enhances Brand Reputation and Social Proof
- Positive reviews and press coverage improve brand sentiment and reputation. Consumers are more likely to trust brands with strong reputations and robust social proof.
- User-generated content also boosts credibility. Authentic photos, videos and testimonials from real customers provide persuasive evidence for buyers.
Cost-Effective Compared to Paid Media
- Earned media is essentially free once secured, while advertising costs continue to rise. It provides remarkable ROI, giving brands maximum exposure per dollar spent.
- In many cases, the results from earned media far outweigh what brands could otherwise afford through paid channels alone. It’s an extremely cost-efficient strategy.
Improves SEO Performance
- Earned media placements on authoritative, high-traffic sites send strong SEO signals to search engines. Links, brand mentions and engagement boost domain authority, rankings and visibility in SERPs.
- Positive local reviews also lift local pack rankings and drive foot traffic to brick-and-mortar stores. User-generated content improves on-page SEO as well.
In summary, earned media should be a central part of modern marketing strategies. Its authenticity, cost efficiency, and exposure are unrivaled. Brands must take a proactive approach to earning media placements by developing compelling stories and nurturing relationships with outlets and influencers.
Earned Media vs Owned Media vs Paid Media
| Characteristic | Earned Media | Owned Media | Paid Media |
|---|---|---|---|
| Examples | Press mentions, social media shares, customer reviews | Company website, blog, social media profiles, email newsletter | Display ads, sponsored social media posts, paid search ads |
| Control | Low – you don’t control the messaging or distribution | High – you control the messaging and distribution | Medium – you control the messaging but not the distribution |
| Cost | Low – you don’t pay for the coverage directly | Medium – costs to create and maintain the assets | High – you pay for the advertising placement |
| Credibility | High – third-party endorsement lends credibility | Medium – your own branding and messaging | Low – perceived as more “salesy” |
| Reach | Varies – depends on the size of the audience | Varies – depends on your audience size and engagement | Potentially high – you can target specific audiences |
Strategies for Generating Earned Media
Generating earned media involves creating a strong, consistent brand presence that encourages others to talk about you. Here are some strategies to help you achieve this:
Develop Compelling, Newsworthy Stories
- Earned media success starts with remarkable stories that resonate with target audiences and journalists. Identify unique angles that showcase brand purpose, industry leadership or customer impact.
- Craft press releases, story pitches and interview talking points centered around these engaging narratives. Make it intriguing and beneficial for publishers to cover your brand.
Build Relationships With Media Outlets and Journalists
- Actively network with writers, reporters, editors and industry publications. Get to know their reporting niches, audience and publishing needs.
- Nurture these connections by sharing relevant story ideas, data and quotes. Become a trusted resource they turn to for insights.
- Make sure pitches are customized for each outlet and provide value to readers. Avoid canned, spray-and-pray pitching.
Leverage Customer Testimonials and User-Generated Content
- Encourage satisfied customers to leave reviews on sites like Yelp. Feature their testimonials, photos and videos prominently on your website and social channels.
- User generated content shows real customer experiences and provides authentic earned media. Ensure you have their consent before publishing.
Secure Influencer Partnerships
- Work with social media influencers who align with your brand and have sway in your niche. Provide sample products, run giveaways or sponsor influencer content to get endorsements.
- Micro-influencers with smaller, targeted audiences can be extremely effective for earned media. Offer them unique access and experiences.
Participate in Industry Events and Conferences
- Position executives as speakers at high-profile industry events. Share insights that display thought leadership. Attending conferences also provides networking opportunities.
- You can often pitch media firms who are attending these events on relevant stories. Make your brand part of the event conversation on social media as well.
Monitor and Respond to Mentions
- Actively monitor press coverage, reviews and social media mentions using Google Alerts or media monitoring software.
- Thank journalists and influencers for positive coverage. Politely respond to negative feedback and reviews. Being proactive preserves relationships.
Offer Exceptional Products, Services and Support
- At its core, earned media is driven by delighted customers who promote you to friends, reviewers, and the wider market. Obsess over customer experience to build advocacy.
- Excellent products/services, support and interactions inspire the authentic word-of-mouth and feedback that your brand needs to earn media placements.
Challenges of Earned Media Marketing
While extremely beneficial, earned media does come with a few drawbacks to be aware of:
Lack of Creative Control
Unlike owned and paid channels, brands don’t control earned media messaging. Your brand is covered from the perspective of third parties, which involves some risk. This can lead to misinterpretations or portrayals that do not align with the brand’s intended message.
Potential for Negative Publicity
Crises, bad reviews, and controversial actions can result in negative press. Brands must be prepared to mitigate and respond. A swift and effective response strategy is essential to manage potential fallout and protect brand reputation.
Measurement Difficulties
Earned media analytics and metrics can be challenging compared to paid media. Brands may struggle quantifying impact across platforms, and a lack of clear metrics can make it difficult to justify investments in earned media efforts.
Resource Intensive
Building an earned media program requires significant effort. Brands need dedicated staff and processes to achieve results. Ongoing relationship management and content creation are crucial for sustaining earned media success.
Despite these challenges, a proactive earned media strategy that builds strong relationships and compelling stories will yield tremendous upside for branding and growth.
Measuring the Impact of Earned Media
Given its organic nature, measuring the impact of earned media can be challenging, but it is not impossible. Here are some key metrics and tools you can use to evaluate your earned media efforts:
- Social Media Analytics: Track the number of shares, mentions, and engagements your brand receives on social media platforms. Tools like Hootsuite, Buffer, or Sprout Social can help you monitor these metrics effectively.
- Media Monitoring Tools: Use media monitoring services like Meltwater or Cision to track mentions of your brand across news outlets, blogs, and other media sources. These tools can provide valuable insights into the reach and sentiment of your earned media coverage.
- SEO Metrics: Analyze your website traffic to see if there are spikes that correlate with earned media mentions. Tools like Google Analytics can help you identify referral traffic from articles or blog posts that mention your brand.
- Customer Surveys: Sometimes, the best way to gauge the impact of earned media is to go straight to the source—your customers. Surveys and feedback forms can help you understand how customers found out about your brand and what influenced their decision to engage with you.
Brands should also compare earned media KPIs against paid and owned channels using marketing dashboards and performance reviews.
Final Thoughts
Earned media is a rising star of modern marketing. It delivers unrivaled authenticity and exposure that paid advertising cannot match. Positive word-of-mouth, credible press coverage and genuine reviews build authority and trust that drives conversions.
However, it is not easy to earn media coverage. Brands must offer outstanding value through content, experiences, and relationships. By cultivating powerful stories and becoming a sought-after resource for media outlets, you can earn meaningful coverage that boosts your brand.
Monitor and measure your earned media efforts to maximize impact. With an effective strategy, earned media can elevate any brand seeking to expand reach organically, establish thought leadership and build lasting connections with their audience.
So, take steps today to diversify beyond paid and owned channels. Earned media is the key to cost-efficient growth, industry authority, and promotional authenticity in the modern digital landscape.
Frequently Asked Questions
What are some key differences between earned, owned, and paid media?
Paid media involves purchasing advertising space to promote your brand. Owned media includes the platforms you outright own and control like social channels and blogs. Earned media is free exposure via third-parties like press coverage or reviews.
What types of content can help generate earned media?
Press releases, byline articles, case studies, data reports, infographics, and exclusive stories are examples of content that provides value to media outlets and helps secure coverage.
How can I build relationships with journalists and media outlets?
Actively network at events. Follow journalists on social media. Share relevant pitches and story ideas tailored to each outlet. Become a trusted industry resource they reach out to for insights.
What tools can I use to monitor and measure earned media?
Use free tools like Google Alerts and Analytics. Invest in media monitoring software like Cision, Meltwater, or Buzzsumo for expanded capabilities. Integrate analytics with your CRM to track conversions.
How do I promote positive earned media coverage?
Share media placements and reviews on your website and social channels. Repurpose quotes, stats, or content for additional posts. Email coverage to customers and prospects.
What is an example of an effective earned media strategy?
Identify news angles and compelling brand stories. Pitch journalists aligned to your niche. Encourage customers to review your business online. Partner with relevant micro-influencers. Monitor and share results from high-authority placements.
What role does SEO play in earned media?
Optimizing content for search engines increases visibility, making it easier for media outlets and influencers to discover and share, thus enhancing earned media opportunities.
What steps can I take to avoid negative publicity?
Be proactive with public relations and crisis management plans. Monitor brand mentions to respond quickly to negative feedback. Fix underlying issues fueling poor brand sentiment. Own up to mistakes and offer solutions.
