Key Highlights
- Earned media is a powerful tool for marketing success, as it builds trust and credibility with consumers.
- It includes brand mentions or coverage obtained through non-paid means, such as press mentions, social media sharing, and customer reviews.
- By leveraging earned media, businesses can increase brand awareness, reach new audiences, and generate positive word-of-mouth.
- Examples of earned media include user-generated content on social media, customer reviews and testimonials, coverage in industry publications, mentions in popular blogs, and more.
- Understanding the impact of earned media and maximizing its opportunities are crucial for business growth and measuring success.
Introduction
Earned media has become an integral part of marketing strategies in recent years. With the rise of social media marketing and online public relations, businesses are increasingly recognizing the importance of earned media in boosting their marketing success. Unlike paid media, which involves purchasing advertising space, and owned media, which entails creating and publishing content on owned platforms, earned media is obtained through non-paid means. It refers to brand mentions or coverage that is organically generated by third-party sources, such as the media, customers, or influencers, making it a valuable and cost-effective marketing strategy.
The power of earned media lies in its ability to build trust and credibility with consumers. When a brand receives positive coverage or endorsements from reputable sources, it creates a sense of authenticity and reliability. Consumers are more likely to trust recommendations from friends, family, or unbiased sources than traditional advertising. Earned media, such as word-of-mouth recommendations, also has the potential to reach new audiences and generate positive buzz, which can greatly impact brand awareness and customer acquisition.
In this article, we will explore 10 great examples of earned media that can contribute to marketing success. These examples range from user-generated content on social media platforms to coverage in industry publications and mentions in popular blogs, which are all common examples of earned media today. We will also discuss the impact of earned media, compare it to owned and paid media, and provide strategies for maximizing earned media opportunities. Whether you’re a small business or a large corporation, understanding and harnessing the power of earned media is essential for achieving marketing success in today’s digital landscape.
10 Top Earned Media Examples for Boosting Your Marketing Success
Earned media is a valuable asset for businesses looking to boost their marketing success. Here are 10 top examples of earned media that can help your brand gain visibility and credibility:
1. User-Generated Content on Social Media Platforms
User-generated content (UGC) on social media platforms is a powerful form of earned media. When customers create and share content related to your brand, it serves as authentic and unbiased promotion. This can include social media posts featuring your products, positive reviews, or creative content inspired by your brand. UGC not only increases brand visibility but also fosters a sense of community and engagement with your audience. By encouraging and amplifying UGC, businesses can harness the power of social proof and leverage the reach and influence of their customers to boost their marketing success, striking the right chord with their target audience.
2. Customer Reviews and Testimonials
Customer reviews and testimonials are another powerful form of earned media. Positive reviews and testimonials from satisfied customers can greatly impact brand perception and influence potential customers. Platforms like Yelp, Google Reviews, and industry-specific review sites provide opportunities for customers to share their experiences and recommendations on social media sites. By actively encouraging and responding to customer reviews, businesses can build trust and credibility, attract new customers, and boost their marketing success.
3. Features in Industry Publications
Being featured in industry publications is a valuable form of earned media for businesses. When your brand or products are mentioned or showcased in respected publications within your industry, such as a trade publication, it establishes credibility and positions your brand as a thought leader. This type of media coverage helps to build brand awareness, attract the attention of your target audience, and enhance your marketing success. Engaging with journalists and contributing valuable insights or unique perspectives can increase your chances of being featured in industry publications.
4. Mentions in Popular Blogs
Mentions in popular blogs can significantly boost your marketing success. When influential bloggers mention your brand or products in their blog posts, it exposes your brand to their loyal audience and increases brand visibility. This form of earned media is particularly effective when the blog aligns with your target market and has a large following. Building relationships with bloggers and offering unique insights or collaborations can increase your chances of being mentioned in popular blogs, driving more traffic and potential customers to your brand. Additionally, original social media posts referencing your product by customers or fans of your company can also serve as earned media, promoting your brand for free and reaching a wider audience.
5. Coverage in Local Newspapers
Local newspapers provide a valuable opportunity for businesses to gain earned media coverage. Being featured in a news article or mentioned in a local newspaper can significantly increase brand visibility in your target market. This type of earned media helps to establish a connection with the local community, build trust, and position your brand as a reputable and influential entity. Businesses can actively engage with local media outlets, share newsworthy information or events, and build relationships with journalists to increase their chances of receiving coverage in local newspapers.
6. Interviews on Podcasts
Being interviewed on podcasts is a powerful form of earned media that can enhance your marketing success. Podcasts provide a platform for thought leaders, experts, and industry professionals to share their insights and knowledge with a dedicated audience. By participating in interviews on relevant podcasts, you can position yourself as a thought leader, build credibility, and reach a new audience. Actively seeking out podcast opportunities, engaging with podcast hosts, and sharing valuable insights from Tim Soulo, Ahrefs’ Chief Marketing Officer, who accomplished his goal of being a guest on 20 different podcasts in 2019, can help you secure interviews and maximize the impact of this form of earned media.
7. Segments in TV News
Being featured in TV news segments is a powerful form of earned media that can significantly boost your marketing success. TV news coverage reaches a wide audience and provides an opportunity to showcase your brand, products, or expertise in a visually compelling format. When your brand is featured in a news segment, it establishes credibility and increases brand visibility. Building relationships with local news outlets, pitching newsworthy stories or events, and offering expert insights can increase your chances of being featured in TV news segments, driving more awareness and potential customers to your brand.
8. Articles in Online News Outlets
Securing articles in online news outlets is a valuable form of earned media for businesses. Online news outlets provide a platform to reach a wide audience and increase brand visibility. By sharing newsworthy stories, press releases, or expert insights, businesses can attract the attention of journalists and editors. Being featured in online news outlets not only enhances brand credibility but also drives traffic and potential customers to your website or online platforms. Building relationships with journalists, offering exclusive stories or expert commentary, and actively pitching newsworthy content can increase your chances of securing articles in online news outlets and maximizing your marketing success.
9. Engagements through Influencer Partnerships
Engaging with influencers and leveraging their platforms is a powerful form of earned media that can greatly impact your marketing success. Influencers have a dedicated following and can effectively promote your brand, products, or services to their audience. By partnering with influencers who align with your brand values and target market, you can increase brand visibility, drive engagement, and attract new customers through influencer marketing. Building relationships with influencers, offering product collaborations or sponsorships, and encouraging authentic content creation can help you leverage the power of influencer partnerships as a form of earned media.
10. Viral Videos on Social Media
Creating viral videos that resonate with your target audience is a powerful form of earned media. When a video goes viral on social media platforms, it can generate widespread attention, reach new audiences, and significantly increase brand visibility. Viral videos are often entertaining, informative, or shareable, capturing the attention and interest of social media users. By creating compelling and shareable video content, businesses can tap into the viral nature of social media and leverage it as a form of earned media with a lot of careful planning to boost their marketing success.
Understanding the Impact of Earned Media
Understanding the impact of earned media is crucial for businesses looking to achieve marketing success. Earned media has a significant impact on brand awareness, as it reaches a wide audience and establishes credibility through unbiased recommendations. It is an effective way to boost your overall brand awareness beyond what your existing marketing campaigns can achieve. Earned media can also be an excellent way to reach potential customers who fall outside your traditional customer base, but may still be interested in your product development company or services. It also drives word-of-mouth marketing, as satisfied customers and influential sources share positive experiences and recommendations. By harnessing the power of earned media, businesses can enhance their brand perception, attract new customers, and ultimately drive growth and success in the competitive market.
Why Earned Media is Crucial for Your Business Growth
Earned media plays a crucial role in the growth of businesses, particularly in today’s digital landscape. It is a cost-effective and authentic way to reach and engage target customers. Unlike paid media, which requires significant investments, and owned media, which primarily reaches existing audiences, earned media has the potential to expand brand visibility and attract new customers. It fosters trust and credibility, as it is based on unbiased recommendations from third-party sources. By leveraging earned media effectively, businesses can achieve sustainable growth, build customer loyalty, and establish themselves as industry leaders. Important note: Sometimes the lines between earned, owned, and paid media can be blurred. As you can see from the image below, theories often overlap between the different media categories.
Comparing Earned, Owned, and Paid Media
When developing a comprehensive marketing strategy, it is essential to understand the differences between earned, owned, and paid media. Each type of media offers unique advantages and plays a distinct role in brand promotion. The table below compares the characteristics and benefits of earned, owned, and paid media.
| Media Type | Definition | Examples |
| Earned Media | Brand mentions or coverage obtained through non-paid means | User-generated content, customer reviews, media coverage |
| Owned Media | Channels and platforms owned and controlled by the brand, such as websites, social media profiles, blogs | Company website, social media pages, mobile apps |
| Paid Media | Promotional efforts that involve paying for advertising space or placement | Display advertising, influencer partnerships, search engine ads |
While earned media provides the advantage of authenticity and trust, owned media offers control over messaging and engagement with existing customers. Paid media enables precise targeting and faster results. An effective marketing strategy integrates all three types of media to maximize brand visibility, credibility, and reach.
Maximizing Earned Media Opportunities
Maximizing earned media opportunities through effective search engine optimization (SEO) is essential for businesses looking to achieve marketing success. To effectively leverage earned media, businesses should adopt a strategic content marketing strategy focused on creating valuable and shareable content. This includes engaging with customers and influencers, encouraging user-generated content, fostering relationships with media outlets, and actively seeking opportunities for coverage. By maximizing earned media opportunities, businesses can increase brand visibility, reach new audiences, and enhance their overall marketing success through improved search engine results.
Strategies for Encouraging User-Generated Content
Encouraging user-generated content is a powerful strategy for generating earned media. Businesses can implement the following strategies to foster user-generated content and enhance social media engagement:
- Create compelling and shareable content that resonates with your target audience.
- Implement contests or giveaways that encourage customers to share their experiences with your products or services.
- Engage with customers directly through social media platforms, responding to their posts and encouraging them to share their stories.
- Offer incentives such as discounts or exclusive access to customers who generate compelling user-generated content.
- Collaborate with influencers or brand ambassadors to create content and encourage their followers to participate.
By implementing these strategies, businesses can encourage user-generated content, increase social media engagement, and generate valuable earned media.
Building Relationships with Media and Influencers
Building relationships with media outlets and influencers is crucial for gaining earned media coverage. Businesses can employ the following tactics to establish meaningful relationships:
- Research and identify relevant media outlets and influencers within your industry.
- Engage with them on social media by sharing their content, commenting, and offering valuable insights.
- Personalize your pitches and outreach efforts, showcasing how your brand aligns with their interests and audience.
- Offer exclusive access, interviews, or product samples to media outlets and influencers to entice them to cover your brand.
- Maintain regular communication and follow-up to nurture and strengthen relationships over time.
By building relationships with media outlets and influencers, businesses can increase their chances of receiving earned media coverage, amplify their brand message, and enhance their marketing success.
Measuring Earned Media Success
Measuring earned media success is crucial for evaluating the effectiveness of your marketing efforts and optimizing your strategies. Key Performance Indicators (KPIs) can help businesses track and measure the impact of earned media. Some common KPIs for measuring earned media success include:
- Total media mentions or coverage
- Social media engagement and reach
- Website traffic from earned media sources
- Conversion rates of leads or sales attributed to earned media
- Customer sentiment and brand reputation
By tracking and analyzing these KPIs, businesses can gain valuable insights into the effectiveness of their earned media efforts, identify areas for improvement, and optimize their marketing strategies.
Key Performance Indicators (KPIs) for Earned Media
Key Performance Indicators (KPIs) are essential for measuring the success of earned media efforts. The following are some KPIs that businesses can use to evaluate the impact of their earned media strategies:
- Total media mentions: This KPI measures the number of times your brand is mentioned in media outlets, demonstrating the reach and visibility of your earned media efforts.
- Social media engagement: This KPI measures the level of interaction and engagement your content receives on social media platforms, such as likes, shares, and comments. It reflects the effectiveness of your earned media in capturing audience attention and generating interest.
- Website traffic from earned media sources: This KPI tracks the amount of website traffic generated from earned media referrals. It indicates the effectiveness of your earned media in driving user engagement and interest in your brand.
- Conversion rates: This KPI measures the percentage of leads or sales that can be attributed to your earned media efforts. It shows the impact of your earned media on customer acquisition and conversion.
- Customer sentiment and brand reputation: This KPI tracks the sentiment and perception of your brand among customers, as reflected in online reviews, comments, and feedback. It provides insights into the impact of your earned media on brand reputation and customer satisfaction.
By tracking these KPIs, businesses can assess the effectiveness of their earned media strategies, identify areas for improvement, and optimize their marketing efforts to achieve greater success.
Tools and Techniques for Tracking Earned Media Impact
There are several tools and techniques available to track the impact of earned media on your marketing efforts. Here are a few:
- Media monitoring tools: These tools allow you to monitor and track brand mentions and coverage across various media outlets. They provide real-time alerts and analytics to measure the reach and impact of your earned media.
- Social media analytics: Social media platforms provide built-in analytics tools that allow you to track engagement, reach, and sentiment related to your brand. These insights can help you measure the impact of your earned media efforts on social media.
- Website analytics: Tools like Google Analytics provide comprehensive data on website traffic, referrals, and conversions. By tracking the source of your website traffic, you can measure the impact of your earned media on driving visitors to your site.
- Surveys and customer feedback: Conducting surveys or collecting customer feedback can provide valuable insights into the impact of your earned media efforts on brand perception, customer satisfaction, and conversion rates.
By utilizing these tools and techniques, businesses can effectively track and measure the impact of their earned media strategies, refine their marketing efforts, and achieve greater success.
Conclusion
Earned media can be a game-changer for your marketing success. Whether it’s user-generated content, customer reviews, or influencer partnerships, leveraging these channels can significantly boost your brand’s visibility and credibility. Understanding the impact of earned media is vital for sustainable business growth. By nurturing relationships with media and influencers and tracking key performance indicators, you can maximize your earned media opportunities. Embrace the power of earned media and watch your brand soar to new heights. Ready to elevate your marketing strategy? Check out our done-for-you press release services and start unlocking the potential of earned media!
Frequently Asked Questions
How do I encourage more earned media for my business?
To encourage more earned media for your business, focus on creating valuable and shareable content, engaging with customers and influencers, and building relationships with media outlets. Actively seek opportunities for media coverage, encourage user-generated content, and leverage social media to amplify your brand message.
Can social media engagement be considered earned media?
Social media engagement can be considered a form of earned media. When users interact with and share your social media content, it organically promotes your brand and reaches a wider audience. This type of engagement serves as authentic and unbiased promotion, making it a valuable asset for marketing success.
What are the best practices for measuring the impact of earned media?
Some best practices for measuring the impact of earned media include tracking media mentions and coverage, analyzing social media engagement and reach, monitoring website traffic from earned media sources, and assessing customer sentiment and brand reputation. These practices provide valuable insights into the effectiveness of your earned media strategies and help optimize your marketing efforts.
