Top 10 Earned Media Strategies for Success
Earned media is the holy grail of marketing – that valuable buzz generated when others talk about your brand. But how do you actually earn it? Are you ready to ditch the guesswork and unlock a flood of positive attention for your business?
Key Takeaways
- Implement a proactive media relations strategy targeting relevant journalists and publications to secure valuable press coverage.
- Create compelling and shareable content, such as infographics and interactive tools, that naturally attracts organic backlinks and social shares.
- Foster a strong online community around your brand by actively engaging with customers on social media and responding to reviews.
- Monitor your brand mentions across all platforms and promptly address any negative feedback to protect your reputation.
1. Master Media Relations
This isn’t just about sending out press releases and hoping for the best. Effective media relations is about building relationships with journalists and influencers who cover your industry. Do your homework. Understand their beat, their writing style, and the types of stories they typically cover. Tailor your pitches to their specific interests. For example, if you’re launching a new AI-powered marketing automation tool, target journalists who cover AI, martech, or small business.
Consider offering them exclusive access to your CEO for an interview or providing them with data or insights that they can use in their reporting. Remember, journalists are busy people. Make their job easier by providing them with well-written, informative, and newsworthy content. I’ve seen firsthand how a well-placed article in a reputable publication can drive significant traffic and leads. I had a client last year who secured a feature in The Atlanta Business Chronicle after we pitched a story about their innovative approach to employee training. Within a week, website traffic increased by 40% and lead generation doubled. Perhaps your executive is an invisible exec? Getting noticed is key.
2. Content is Still King (and Queen)
High-quality content is the foundation of any successful earned media strategy. Think beyond blog posts. Consider creating infographics, videos, podcasts, interactive tools, and other types of content that are more likely to be shared and linked to.
For example, a local accounting firm, Habif, Arogeti & Wynne, LLP, could create an infographic summarizing recent changes to Georgia’s tax laws (O.C.G.A. Title 48). Make sure your content is optimized for search engines so that it can be easily found by people who are searching for information related to your industry. And don’t forget to promote your content on social media and other channels. According to a HubSpot report, businesses that consistently publish blog content generate 67% more leads per month than those that don’t. To make sure your content converts, focus on mission visibility.
3. Embrace the Power of Social Media
Social media is a powerful tool for building relationships with customers, influencers, and journalists. Actively engage with your followers, respond to their comments and questions, and share valuable content. Run contests and giveaways to generate excitement and buzz around your brand.
But social media is also a double-edged sword. Negative comments and reviews can spread like wildfire. Be sure to monitor your brand mentions and respond promptly and professionally to any negative feedback. Ignoring negative feedback can damage your reputation and make it harder to earn positive media coverage. Consider using social listening tools like Brand24 to track mentions of your brand across social media platforms.
4. Build a Strong Online Community
A strong online community can be a powerful source of earned media. Encourage your customers to share their experiences with your brand on social media, review sites, and forums. Create a dedicated online forum or group where customers can connect with each other and ask questions.
Actively participate in these communities and provide helpful advice and support. When customers feel like they are part of a community, they are more likely to become loyal advocates for your brand. And loyal advocates are more likely to generate positive word-of-mouth and earned media coverage.
5. Participate in Industry Events
Attending industry events is a great way to network with journalists, influencers, and other industry professionals. Participate in panels, give presentations, and host workshops. These types of activities can help you establish yourself as a thought leader in your industry and generate valuable media coverage. I remember attending the Digital Summit Atlanta at the Georgia World Congress Center a few years back. The connections I made and the insights I gained were invaluable.
6. Offer Expert Commentary
Journalists are always looking for expert sources to quote in their stories. Position yourself as an expert in your industry by offering commentary on relevant news stories and trends. Reach out to journalists who cover your industry and offer to be a resource for them.
You can also create a media kit that includes your bio, headshot, and contact information. Make it easy for journalists to find you and quote you in their stories. According to data from Cision, 75% of journalists prefer to receive pitches via email.
7. Create Shareable Visuals
People are visual creatures. Create compelling images, videos, and infographics that are easy to share on social media. Visual content is more likely to grab attention and generate engagement than text-based content. For example, create a short video demonstrating how your product solves a common problem. Or design an infographic that summarizes key data points from a recent industry report.
8. Run Contests and Giveaways
Contests and giveaways are a great way to generate buzz and excitement around your brand. Offer prizes that are relevant to your target audience and promote your contest on social media and other channels. Make sure to clearly define the rules of your contest and comply with all applicable laws and regulations. Here’s what nobody tells you: make the barrier to entry slightly higher than just a “like” or a “share.” Require an email address or a short answer question to collect more valuable leads.
9. Monitor Your Brand Mentions
It’s essential to keep track of what people are saying about your brand online. Use social listening tools to monitor mentions of your brand, your products, and your competitors. Pay attention to both positive and negative feedback. Respond promptly and professionally to any negative comments or reviews. Addressing negative feedback can turn a potentially damaging situation into an opportunity to build trust and improve customer loyalty.
10. Partner with Influencers
Influencer marketing can be a highly effective way to reach a wider audience and generate earned media coverage. Partner with influencers who are relevant to your industry and who have a strong following among your target audience.
Work with influencers to create sponsored content, host giveaways, or promote your products on social media. Before partnering with an influencer, do your research to make sure that they are a good fit for your brand. Look for influencers who have a genuine interest in your industry and who have a strong track record of creating engaging content. A recent report by the IAB found that influencer marketing spend is projected to reach $16 billion in 2026.
Case Study: “GreenThumb Gardens”
GreenThumb Gardens, a fictional local nursery near the intersection of Peachtree Road and Piedmont Road in Buckhead, wanted to increase its brand awareness and drive more foot traffic to their store. They implemented a multi-pronged earned media strategy. First, they partnered with three local gardening influencers on Instagram to create sponsored posts showcasing their plants and gardening supplies. The influencers also hosted a live Q&A session on GreenThumb’s Instagram account, answering questions about plant care and gardening tips. Second, GreenThumb reached out to Atlanta Magazine and pitched a story about their commitment to sustainable gardening practices. This resulted in a feature article in the magazine, highlighting their eco-friendly products and their efforts to reduce their environmental impact. Finally, GreenThumb ran a contest on Facebook, giving away a $500 gift card to their store. To enter the contest, participants had to like their Facebook page, share the contest post, and tag three friends who love gardening. Within a month, GreenThumb Gardens saw a 30% increase in website traffic, a 20% increase in social media followers, and a 15% increase in foot traffic to their store. For other Atlanta marketing strategies, consider the options.
What’s the difference between earned, paid, and owned media?
Paid media is advertising that you pay for directly, such as Google Ads or social media ads. Owned media is content that you control, such as your website, blog, or social media channels. Earned media is publicity or coverage that you gain through your own efforts, such as press mentions, customer reviews, or social media shares.
How do I measure the success of my earned media efforts?
You can measure the success of your earned media efforts by tracking metrics such as website traffic, social media engagement, brand mentions, and sentiment analysis. You can also use tools like Meltwater to track media coverage and measure the impact of your earned media campaigns.
How do I find journalists and influencers in my industry?
You can use tools like Agility PR Solutions or Muck Rack to find journalists and influencers in your industry. You can also search on social media platforms like LinkedIn and Twitter to find people who are writing about or talking about your industry.
How much should I budget for earned media?
The amount you should budget for earned media depends on your specific goals and the size of your business. Some earned media activities, such as media relations and content creation, may require a significant investment of time and resources. Others, such as social media engagement and community building, may be less expensive. Consider allocating budget to tools that help you monitor brand mentions and track the success of your earned media campaigns.
Is earned media better than paid media?
Both earned and paid media have their own advantages and disadvantages. Earned media is often seen as more credible and trustworthy than paid media, but it can be more difficult to control. Paid media allows you to target a specific audience and control the message, but it can be more expensive and may be perceived as less authentic. The best approach is to use a combination of both earned and paid media to achieve your marketing goals.
Earning media attention isn’t a one-time event; it’s an ongoing process. By consistently implementing these strategies, you can build a strong brand reputation, increase your visibility, and drive sustainable growth. Stop simply hoping for attention and start actively earning it. The key is to focus on providing value to your audience and building relationships with key influencers and journalists. That’s how you create a buzz that truly lasts.
