What is an earned media strategy?
An earned media strategy is a marketing approach focused on obtaining publicity and brand awareness through non-paid promotional efforts. This type of strategy is designed to create interest in a product, service, or company by generating positive word-of-mouth, media coverage, and other forms of endorsement from clients, stakeholders, and influencers.
What does earned media entail?
The term "earned" refers to the fact that publicity is obtained through the merit of the product, service, or brand, rather than through direct advertising or paid promotions. This approach can be highly effective as it allows businesses to benefit from the credibility and trust of others, rather than relying solely on their own marketing efforts.
How is an earned media strategy implemented?
To develop an earned media strategy, businesses need to identify and engage with their key client base, as well as understand what motivates and influences their behavior. This involves researching and understanding their client's preferences, pain points, and values. By doing so, businesses can tailor their message and communication strategy to effectively resonate with their clients.
One of the most common ways to generate earned media is through social media marketing. This involves leveraging the power of social media platforms to create a dialogue between businesses and their clients. By using relevant hashtags, engaging in conversations, and sharing valuable content, businesses can build a strong social media presence and increase their reach.
Another way to generate earned media is through thought leadership. By becoming a recognized authority in their industry, businesses can gain the trust and respect of their clients and stakeholders, as well as position themselves as experts in their field. This can be achieved through publishing whitepapers, contributing to industry publications, speaking at conferences, and participating in industry forums.
Brand partnerships and collaborations are also efficient at generating earned media. By teaming up with other businesses, brands can tap into new audiences, create mutually beneficial relationships, and build credibility through association. Collaborations can take many forms, from co-branded products to joint marketing campaigns, events, and sponsorships.
Product launches and events are also well situated for earned media. By hosting events that attract media attention, businesses can generate buzz around their product or service, and increase their visibility. This can include press conferences, product demonstrations, launch parties, and other promotional events.
Lastly, influencer marketing is a relatively new but helpful way to generate earned media. By partnering with influencers who have a strong following in a particular niche, businesses can tap into new audiences, build credibility, and generate positive word-of-mouth. This can include product reviews, social media endorsements, and other forms of influencer-generated content.