Smart Ways to Snag Earned Media
A sound content marketing strategy requires owned, earned and paid media coverage, but earned media too often gets overlooked. Probably because it’s harder to control: paid and owned media involve your own dollars being spent on your own website, blog(s) social media accounts, and PPC campaigns, while earned media is free.
But earned media gives you the credibility of a tacit, if not explicit endorsement from someone not on your payroll who believes enough in your products, services or insights to mention, quote, or promote your brand’s content. As Brian Kolb at the Content Marketing Institute points out, it also helps you reach a wider audience of people who may not know about you, but could benefit from your content, products, or services.
In a blog post you can read in full via the link below this article, Kolb details three methods for generating earned media: cultivating influencer marketing, participating in industry trade shows, and engaging your fans and advocates. He argues:
Earned media should have an important place in your content marketing strategy. That way you’re not just hoping others will find and talk about your brand. You are deliberately and strategically taking the steps to make this happen. As your efforts begin to bear fruit, you’ll start seeing measurable results that will boost your web traffic, search rankings, leads, sales, and brand equity.
With a documented content marketing strategy it’s easier to incorporate earned media into the mix; this infographic provides a strategy starting point.
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