In today’s digital age, where paid ads and sponsored content bombard our every scroll, there’s a form of publicity that stands out from the crowd – earned media.
These are the mentions, reviews, and shares that a brand receives through methods other than paid advertising.
It’s the word-of-mouth buzz that captures the attention and trust of consumers.
But how do companies generate this elusive form of media?
And more importantly, how do they measure its value?
Join us as we explore the world of earned media and uncover its secrets to success.
earned media
Earned media refers to publicity or exposure gained through methods other than paid advertising.
It includes viral tendencies, mentions, shares, reposts, reviews, recommendations, and content picked up by third-party sites.
Strong organic rankings on search engines and good content are key drivers of earned media.
It is an important component of a digital media strategy, alongside owned and paid media.
Unlike paid or owned media, earned media requires convincing journalists and editors to write about the brand or organization.
It is trusted more by consumers and considered the most reliable source of information.
Measuring the impact and value of earned media can be challenging, but methods like advertising equivalency and tracking social media followers of journalists have been used.
Key Points:
- Earned media is publicity gained through methods other than paid advertising.
- It includes viral tendencies, mentions, shares, reposts, reviews, recommendations, and content picked up by third-party sites.
- Strong organic rankings on search engines and good content are important drivers of earned media.
- It is an important component of a digital media strategy, alongside owned and paid media.
- Earned media requires convincing journalists and editors to write about the brand or organization.
- It is trusted more by consumers and considered the most reliable source of information.
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💡 Did You Know?
1. In the world of earned media, the term “shredding event” refers to a unique promotion tactic used by companies to destroy confidential documents in a public location, attracting media attention and promoting their brand.
2. Did you know that the concept of earned media dates back to ancient Greece? Historians believe that the Pythian Games, a prestigious athletic competition held in Delphi, served as a platform for athletes to gain publicity and build their reputation among the public.
3. One lesser-known form of earned media is “tombstone advertising.” This practice involves placing advertisements on the exterior walls of cemeteries or tombstones, aiming to capture the attention of mourners and passersby.
4. The film industry has a long history of utilizing earned media techniques. During the 1950s, some Hollywood studios would orchestrate fake scandals or highly publicized love affairs involving their actors to generate media attention and boost ticket sales for their movies.
5. In the digital age, some creative entrepreneurs have taken earned media to new heights. One example is “skytyping,” a technique where airplanes strategically release environmentally friendly, visible vapor trails to spell out advertisements or promotional messages in the sky, captivating audiences and generating buzz.
Introduction To Earned Media
In the world of digital marketing, earned media is a powerful and often overlooked method of promoting a brand or product. Unlike paid advertising, earned media refers to the publicity or exposure that is gained through non-paid methods. Examples of earned media include viral tendencies, mentions, shares, reposts, reviews, recommendations, and content picked up by third-party sites.
Earned media is considered more valuable and trustworthy than other forms of promotion. It focuses on organic, word-of-mouth exposure that arises naturally from the quality and visibility of a brand’s content. While paid advertising has its merits, earned media has the potential to reach a larger and more engaged audience. Consumers are more likely to trust voluntary recommendations from someone they know or reputable sources rather than paid advertisements.
In this article, we will explore the importance of earned media, how it can be utilized effectively, and its role in a comprehensive digital media strategy.
Definition And Examples Of Earned Media
To understand earned media better, it’s important to know its definition and see some examples. As mentioned earlier, earned media includes any publicity or exposure gained through non-paid means. Examples of earned media can be seen in various forms of online engagement, such as social media mentions, shares, reposts, reviews, recommendations, and even content picked up by third-party websites.
For instance, if a brand’s blog post gains widespread sharing on social media platforms or is featured on a reputable industry website, that exposure would be considered earned media. Similarly, positive customer reviews or recommendations also fall into this category. Essentially, any form of promotion that arises organically without direct payment can be seen as earned media.
Importance Of Organic Rankings And Good Content
Strong organic rankings on search engines and good content are crucial factors that drive earned media. When a brand produces high-quality content that is valuable and relevant to its target audience, it increases the chances of that content being shared, mentioned, or picked up by other websites. Additionally, good content can also improve a brand’s search engine optimization (SEO) efforts, making it more likely to appear in organic search results.
Moreover, organic rankings and good content provide a solid foundation for any digital media strategy. By optimizing website content and focusing on creating relevant and engaging articles, blog posts, videos, or infographics, brands can attract and retain a loyal audience. This, in turn, can lead to increased engagement, shares, and recommendations, ultimately resulting in more earned media.
Key points:
- Strong organic rankings on search engines drive earned media.
- High-quality content increases the chances of being shared, mentioned, or picked up by other websites.
- Good content improves a brand’s SEO efforts and visibility in organic search results.
- Organic rankings and good content are foundational for a digital media strategy.
- Relevant and engaging content attracts and retains a loyal audience.
- Increased engagement, shares, and recommendations result in more earned media.
Overview Of Owned Media
In addition to earned media, another crucial component of a digital media strategy is owned media. Owned media refers to any web property that a brand controls, such as a website, blog sites, and social media channels. Unlike earned media, which relies on external sources for exposure, owned media provides brands with a direct channel to communicate and engage with their target audience.
Through owned media, brands can showcase their expertise, share valuable content, and establish a strong online presence. This can be achieved through regular blog posts, informative articles, engaging videos, and interactive social media content. By consistently producing high-quality owned media, brands can attract and retain a loyal following, which can also contribute to earning more media attention organically.
Understanding Paid Media And Its Purpose
While earned and owned media focus on organic exposure, paid media plays a crucial role in promoting content and driving traffic to owned media properties. Paid media refers to marketing efforts that require payment, such as advertising, sponsorships, or partnerships. It is a strategic investment made by brands to achieve specific objectives, such as increasing brand visibility, driving traffic, or generating conversions.
The purpose of paid media is to complement and enhance earned and owned media efforts. By utilizing paid advertising channels, brands can boost the reach and visibility of their content, effectively targeting their desired audience and increasing brand awareness. Paid media also allows brands to take advantage of various targeting options, including demographics, interests, and behaviors, enabling them to reach the right people at the right time.
- Paid media plays a crucial role in promoting content and driving traffic.
- It requires payment, such as advertising, sponsorships, or partnerships.
- It is an investment made by brands to achieve specific objectives.
- Paid media complements and enhances earned and owned media efforts.
- It boosts the reach and visibility of content.
- It helps target the desired audience and increase brand awareness.
- Paid media offers various targeting options, including demographics, interests, and behaviors.
Utilizing Social Media Advertising For Paid Media
Social media advertising is a highly popular and effective form of paid media. Platforms like Facebook, Twitter, and LinkedIn provide robust advertising options that enable brands to reach specific demographics and interests. Through highly targeted advertisements, brands can significantly increase their content and website visibility, reaching a wider audience and generating higher levels of engagement.
Another advantage of social media advertising is the access to valuable insights and analytics. Brands can measure the impact and success of their paid media campaigns in real-time. This allows them to optimize their ads, refine their targeting, and allocate their advertising budget more effectively, ensuring maximum return on investment (ROI).
To summarize, social media advertising offers several benefits:
- Targeted Reach: Brands can reach specific demographics and interests.
- Increased Visibility: Social media ads amplify content and website visibility.
- Engagement: Ads generate more engagement from audiences.
- Data and Analytics: Real-time insights allow tracking and optimization of campaigns.
- Effective Budget Allocation: Brands can allocate their advertising budget more effectively for maximum ROI.
“Social media advertising provides brands with unprecedented opportunities to reach, engage, and measure the impact of their targeted campaigns.”
Influencer Marketing For Paid Media
Another strategy in the realm of paid media is influencer marketing. This involves partnering with influential individuals who have a substantial following on social media or in specific industries. By paying these influencers to promote their products or services, brands can leverage their reach and influence to generate more exposure and recognition.
Influencer marketing can be particularly effective because it taps into the trusted relationship between influencers and their followers. When an influencer recommends a product or service, their audience is more likely to trust and act upon that recommendation. This can lead to increased brand awareness, engagement, and conversions.
- Influencer marketing leverages the reach and influence of influential individuals.
- Trusted relationship between influencers and their followers enhances the effectiveness of influencer marketing.
- Recommendations from influencers can lead to increased brand awareness, engagement, and conversions.
Examples Of Paid Media Tactics
Paid media tactics are essential for brands to reach their target audience and promote their content effectively. Retargeting is one such tactic which involves displaying targeted advertisements to users who have previously visited a brand’s website. By appearing on various platforms, these ads serve as reminders and entice users to revisit the website or make a purchase.
Another effective tactic is Pay-Per-Click (PPC) advertising, where brands bid for ad placement in search engine results based on specific keywords. Brands only pay when users click on their ads, making it a cost-effective method to drive traffic to their owned media properties.
In addition to retargeting and PPC, display ads offer a visually appealing approach. Display ads are graphical advertisements displayed on websites, apps, or social media platforms. Through increased brand visibility and generating clicks, these ads successfully direct users to owned media sites.
Implementing SEO And Content Strategies For Earned Media
To effectively garner earned media, brands should focus on implementing robust SEO and content strategies.
Search engine optimization involves optimizing website content, metadata, and technical aspects to improve visibility and ranking on search engine results pages. By utilizing targeted keywords, producing high-quality content, and enhancing website architecture, brands can increase their chances of earning organic exposure.
Content strategies, on the other hand, involve producing valuable and engaging content that resonates with the target audience. By researching and understanding the needs, interests, and pain points of their target market, brands can create content that sparks genuine engagement and sharing. This can include:
- Blog posts
- Videos
- Infographics
- Other informative and visually appealing formats
When SEO and content strategies are implemented effectively, brands have a higher chance of attracting organic exposure and generating earned media. By providing valuable content that aligns with the interests and needs of their target audience, brands can attract attention and encourage shares, mentions, and recommendations.
Integrating The PESO Model In Digital Media Strategy
To create a comprehensive digital media strategy that incorporates all aspects of promotion, brands can utilize the PESO (Paid, Earned, Shared, Owned) model. This model categorizes marketing communication into four key areas: paid, earned, shared, and owned media.
- Paid media encompasses all paid advertising efforts, including social media advertising, display ads, and influencer marketing.
- Earned media focuses on publicity and exposure gained through non-paid means, such as mentions, shares, and reviews.
- Shared media refers to content shared by customers and the public on social media.
- Owned media involves the content produced directly by a brand on its own channels.
By integrating all four elements of the PESO model, brands can create a comprehensive and cohesive digital media strategy. This ensures that all aspects of promotion and exposure are covered, allowing brands to reach their target audience effectively and maximize their online presence.
In conclusion, earned media plays a crucial role in any digital media strategy. It offers valuable exposure and promotion through non-paid means, such as mentions, shares, and reviews. By focusing on organic rankings, good content, and utilizing paid advertising channels and influencer marketing, brands can leverage the power of earned media to reach a larger and more engaged audience. Additionally, integrating the PESO model can help create a comprehensive strategy that covers paid, earned, shared, and owned media, ensuring a well-rounded and effective approach to digital marketing.
- Paid media encompasses social media advertising, display ads, and influencer marketing.
- Earned media focuses on publicity gained through non-paid means like mentions, shares, and reviews.
- Shared media refers to content shared by customers and the public on social media.
- Owned media involves brand-produced content on its own channels.
FAQ
Hvad er Paid marketing?
Paid marketing eller betalt markedsføring er en type digital markedsføring, hvor virksomheder betaler for at annoncere deres produkter eller tjenester på forskellige online platforme. En Paid Specialist er en specialist inden for dette område, der er ansvarlig for at oprette, administrere og optimere betalte annoncer på platforme som Google Ads, Facebook Annoncering, Affiliate marketing og lignende. Deres arbejdsopgaver kan variere afhængigt af virksomhedens behov, men det omfatter typisk at udvikle og implementere annoncestrategier, overvåge annonceperformance og budgetter, samt at analysere og rapportere om resultaterne for at sikre den bedst mulige effektivitet af det betalte marketingindsats.
1. How can businesses effectively leverage earned media to increase brand awareness and credibility?
Businesses can effectively leverage earned media to increase brand awareness and credibility by actively engaging with journalists, influencers, and customers. Encouraging positive reviews, testimonials, and mentions from these sources can help build a strong reputation and generate trust among potential customers. Additionally, businesses should monitor and respond to any media coverage, further highlighting their expertise and commitment to customer satisfaction. By leveraging earned media, businesses can extend their reach, attract new audiences, and establish themselves as credible and trustworthy brands in their industry.
Furthermore, utilizing social media platforms and engaging in conversations about the brand can also help increase brand awareness and credibility. Sharing earned media coverage on social media and encouraging followers to share their experiences and opinions can amplify the brand’s reach and enhance its reputation. Leveraging earned media in these ways allows businesses to capitalize on positive feedback and recommendations, ultimately boosting brand awareness and credibility in the eyes of the target audience.
2. What strategies can companies use to generate positive earned media coverage and publicity?
Companies can use several strategies to generate positive earned media coverage and publicity. One effective approach is to actively engage with the media by creating and distributing press releases or organizing press events. By sharing newsworthy information, companies can grab the attention of journalists and increase the chances of getting positive coverage. Another strategy is to focus on creating meaningful and unique content that can be shared across various platforms. This can include producing informative articles, engaging videos, or interactive content that resonates with the target audience. By consistently delivering high-quality content, companies can establish themselves as thought leaders in their industry and attract positive media attention.
3. How does earned media differ from paid media and owned media, and why is it important for a comprehensive marketing strategy?
Earned media refers to the publicity and promotion a brand receives through word-of-mouth, mentions, reviews, and social media shares. It is earned through organic means and is not directly paid for by the brand. On the other hand, paid media involves the use of advertisements or sponsored content where the brand pays for the exposure. Owned media, however, refers to the marketing assets owned by the brand itself, such as a website, blog, or social media accounts.
Earned media is crucial for a comprehensive marketing strategy because it helps build credibility and trust among consumers. When people talk positively about a brand or share their experiences, it can influence the perception of others and lead to increased brand awareness and customer loyalty. Earned media is also cost-effective compared to paid media, as it does not require direct financial investment. In combination with paid and owned media, earned media ensures a well-rounded approach to marketing, maximizing reach and impact.