If you are a brand looking for an outreach method that’s authentic, real and free, then earned media can end your search. So, what is earned media value and is it alone enough to carry your media campaign? Find answers to such questions in this article.
Ever feel like you’re constantly shouting about your brand into the vast emptiness of the internet? No response from the target audience, no brand engagement. Thus, you turn to paid ads. But, they can be expensive. You then try social media. But, it sometimes feels like talking to a brick wall. So, is there really no way to get people buzzing about your brand naturally, for free? Well, there is. And it’s called earned media.
Think of it like the ultimate online friend-zone. You’re not paying for attention. Yet, people are sharing your content, linking back to you from their sites, and raving about your stuff on social media. Boom! Instant brand recognition and a boost in engagement. And the best part? Earned media can reach way more people than other forms of media.
That said, how do you snag the benefits of earned media? Buckle up, because in this blog, we’ll be diving deep into it. We’ll explore what earned media is. We’ll crack the code of impactful earned media strategy. We’ll also explore its different types and how it differs from paid and owned media.
So, grab a coffee, get comfy, and let’s unlock the secrets to how earned media can help your brand become the talk of the town!
What is earned media?
Earned media is the free publicity your brand gets from independent sources, without you paying them. Think glowing reviews on blogs, mentions on Twitter, or even a journalist featuring your company in an article. Unlike paid or owned media, earned media comes from real experiences. People are more likely to listen to a friend’s recommendation than a flashy ad, right?
At its core, earned media revolves around word-of-mouth. When a customer is enthusiastic about your product and shares their positive experience with others, whether in person or online, that constitutes earned media. If this customer happens to be a respected journalist or influencer, your brand can receive a significant boost, especially when leveraged by platforms like Impact Authority. This form of promotion is immensely powerful because it conveys authenticity and trustworthiness.
People today are often skeptical of ads. They prefer to listen to other consumers and experts. When someone talks about your brand positively, it can influence many others. This makes earned media a great way to build trust and attract new customers.
Consequently, earned media can greatly increase your brand’s visibility and reputation. A single positive tweet or a favorable article in a magazine can reach a large audience. Thus, creating interest and excitement around your brand.
In simple terms, we can define earned media as free advertising that comes from happy customers and respected voices. It helps your brand grow naturally and gain more recognition. That being said, readers might be wondering: What exactly is the value that earned media provides? So, let’s explore earned media value.
Earned media value
The value of earned media lies in its authenticity and credibility. Here’s why it’s so valuable:
Trust and credibility
Earned media comes from unbiased sources like customers, influencers, and journalists, making it more trustworthy than paid ads. People are more likely to believe and act on recommendations from these sources.
Cost-Effective
Unlike paid media, earned media is free. It’s generated organically through positive experiences and word-of-mouth. Thus, saving you money on advertising while still promoting your brand effectively.
Increased reach
When your brand gets positive mentions in earned media, it can reach a wider audience. Social media shares, news articles, and reviews can spread quickly. They can extend your brand’s visibility far beyond your own channels.
Enhanced reputation
Being featured in respected publications or receiving praise from satisfied customers and influencers boosts your brand’s reputation. It shows that your brand is valued and trusted by others.
Higher engagement
Earned media often generates more engagement than paid media. People are more likely to interact with content that feels genuine and comes from real experiences.
SEO benefits
Positive mentions and backlinks from reputable sources improve your search engine rankings. This makes it easier for new customers to find your brand online.
Customer loyalty
When customers see that others have had positive experiences with your brand, it builds trust and encourages loyalty. Satisfied customers are more likely to become repeat buyers and advocates for your brand.
Now, how about we dig into some examples of earned media and see what values each of them provide?
Earned media examples
Earned media comes in many shapes and sizes. It ranges all the way from traditional media mentions to the power of online word-of-mouth. Here are some examples to illustrate:
Traditional media as earned media
Traditional media as earned media refers to the free publicity for your brand through newspapers, magazines, TV, and radio. This happens when journalists or reporters find your brand story interesting and decide to cover it.
For example, if a local newspaper writes an article about your new product launch or a TV station features your business in a news segment, that’s earned media. It’s valuable because it comes from trusted and respected sources. This can enhance your brand’s credibility and reach a wide audience.
Unlike advertisements, this kind of coverage feels more authentic and trustworthy to people. Let’s discuss their impact further.
The impact of news/feature articles as earned media
When a brand gets mentioned in news or feature articles, it can significantly boost its visibility. Articles in newspapers, magazines, or online publications are often trusted by readers. Thus, a positive mention can attract a lot of attention.
This kind of earned media can help build a brand’s reputation. It also helps in reaching a wider audience and creating interest in potential customers. Plus, it provides a level of validation and authority that is hard to achieve through paid ads alone.
The impact of radio as earned media
Radio mentions can also be a powerful form of earned media for brands. When a product or service is discussed on popular radio shows or news segments, it reaches listeners who trust the hosts and their opinions.
Radio can create a personal connection with the audience. Thus, making the brand feel more relatable. This type of earned media can drive awareness and encourage word-of-mouth referrals. It can also lead to increased sales, especially if the mention is during peak listening times.
The impact of TV appearances as earned media
Being featured on TV as earned media can have a huge impact on a brand. Television has a broad reach and can visually showcase a product or service in a way that captures attention. A segment on a news show or a feature on a lifestyle program can introduce the brand to a large and diverse audience.
This visibility can enhance brand recognition and credibility, making it more appealing to potential customers. TV coverage often has a lasting impact, as it can be seen by millions and shared further through social media and online platforms.
Now, besides traditional media, social media has become a very crucial form of earned media. How? Let’s explore.
Online buzz as earned media
The online world can be a goldmine for earned media. When customers, influencers, or fans talk about your brand on social media, it creates organic buzz and visibility. The same goes for bloggers, podcasters, etc. These mentions can come in various forms which can spread quickly and reach a large audience.
People trust recommendations and reviews from their friends and followers more than traditional ads. This kind of genuine, word-of-mouth promotion can boost your brand’s credibility. Also, it can attract new customers and build a loyal community around your products or services.
So, how much impact do different online avenues create for a brand? Here’s a breakdown.
Social media
Social media is a hotbed for earned media! When you post interesting content, like a funny meme or a helpful blog article, people who dig it might share it with their followers. These shares, likes, and comments are all earned media. It’s free publicity because people genuinely liked your stuff. The more you create engaging content, the more likely people are to share it and talk about it, giving your brand a boost without needing to pay for ads.
Online reviews
Positive reviews on websites like Yelp, Google, Amazon, and TripAdvisor are gold for your brand. When customers leave glowing reviews, it shows others that your product or service is worth trying. These reviews can influence potential customers who are searching for honest opinions before making a purchase. They also improve your online reputation, making it easier for new customers to find you.
Blogs
When bloggers write about your brand or products, it’s a big win. Blog posts are often seen as trustworthy because they come from individuals who share their personal experiences. A positive blog post can introduce your brand to a whole new audience. It can also provide detailed information and insights that help potential customers make informed decisions. Plus, blog posts are often shared on social media. Thus, amplifying their reach even further.
Forums and community boards
Discussions and recommendations on sites like Reddit, Quora, and specialized community forums can be very influential as earned media. When people talk about your brand in these spaces, it’s like getting a stamp of approval from a trusted source. These platforms are places where people go for advice and honest opinions. Positive mentions here can drive traffic to your website and increase interest in your products or services.
Online news sites
Articles and features about your brand on news websites and online magazines can greatly boost your visibility and credibility. When a respected news outlet covers your brand, it’s seen as an endorsement. This type of earned media can reach a wide audience and establish your brand as a leader in your industry. It also adds to your brand’s reputation, making potential customers more likely to trust and choose you.
Influencer endorsements
Unpaid shout-outs or reviews by influencers are like gold. Influencers have loyal followers who trust their opinions. When an influencer talks about your brand positively, it can lead to a big boost in visibility and credibility. This form of earned media feels authentic because it’s not paid for, and it can drive a lot of interest and traffic to your brand.
User-Generated content
Photos, videos, and posts created by your customers are incredibly valuable. When people share their experiences with your products on social media, it acts as a powerful endorsement. This user-generated content shows potential customers that real people love and use your products. It’s authentic, relatable, and can spread quickly, reaching a wide audience and creating a buzz around your brand.
Podcast mentions
Being mentioned on popular podcasts, especially those relevant to your industry, is a great form of earned media. Podcasts have dedicated listeners who trust the host’s opinions. A positive mention can introduce your brand to a new audience and build credibility. It’s like having a trusted friend recommend your product to their listeners, which can lead to increased interest and sales.
Besides traditional media and online avenues, here are some more examples of earned media.
Word-of-Mouth as earned media
Word-of-mouth is when people talk about your brand and recommend it to their friends, family, or colleagues directly. It’s one of the most powerful forms of earned media because people trust personal recommendations. Imagine a friend telling you about a fantastic restaurant they tried; you’re more likely to visit because you trust their opinion.
This type of promotion is natural and highly influential. Happy customers who rave about your product or service can drive new business without any cost to you. It’s genuine, heartfelt, and incredibly effective in spreading the word about your brand.
Industry awards as earned media
Winning industry awards is a big deal for your brand. These awards are given by respected organizations and are usually based on quality and innovation. When you receive an award, it’s like a stamp of approval that tells everyone you’re the best in the business.
It boosts your credibility and makes people more likely to trust and choose your brand. Plus, it’s great publicity! News about the award can spread through press releases, social media, and word-of-mouth, giving your brand a significant visibility boost.
Speaking engagements as earned media
Speaking engagements are when you’re invited to talk at conferences, seminars, or webinars. Being a speaker positions you as an expert in your field. Plus, it gives you a platform to share your knowledge and insights. This makes them a good publicity vehicle as earned media.
This exposure can enhance your reputation and attract new opportunities, such as partnerships or clients. People who hear you speak are likely to see you as a thought leader and may spread the word about your expertise. It’s a fantastic way to build your brand and connect with a broader audience.
With the examples discussed in detail, now it’s time to explore the earned media strategy that brands can employ to expand their reach, engagement, and visibility.
The earned media strategy
As discussed previously, the impact of earned media is like having enthusiastic customers spreading the word about your products and services for free. Whether it’s glowing reviews, viral social media posts, or shout-outs from influencers, earned media can skyrocket your brand’s engagement, reputation, and visibility. That said, what actionable earned media strategy can brands implement to harness this powerful tool? In this section, we’re covering just that.
Happy customers = Raving fans
Got customers who love your stuff? Ask them to leave a review on places like Yelp, Google, or Amazon. Positive reviews are crucial because they show potential customers that real people love your products. Make it easy for them by sending friendly emails or reminding them on your website. Bonus points: reward them for their feedback!
Social media playground
Be active on platforms like Facebook, Instagram, X (formerly Twitter), and TikTok. Share engaging content and encourage your followers to tag you in their posts. Run contests, giveaways, or challenges that get people excited to create and share stuff about your brand. Imagine all that user-generated content – earned media at its finest!
Befriend the influencers
Identify influencers who share your brand values and have a loyal following. Send them your products to try and get their honest review. Their recommendations pack a punch because their followers trust them. Remember, keep things natural – avoid anything that feels forced or salesy.
Content is king (and queen)
Create high-quality, interesting, and useful content that people actually WANT to share. Think blog posts, videos, infographics, or how-to guides. When your content is awesome, people are more likely to share it with their friends and families. Thus, spreading your brand message far and wide.
Join the conversation
Don’t just post and disappear! Be active on social media, answer comments, and join conversations about things related to your brand. Show people you’re a real company with a real personality.
Let’s get together!
Organize events, webinars, or live streams to connect with your audience. These can be educational, entertaining, or just a fun way to chat live with your customers. Promote them on social media and your email list to get a big turnout.
Brand partnerships
Partner with other brands that complement yours. Working together can introduce your brand to a new audience and benefit everyone involved. Think co-hosted events, joint giveaways, or collaborative content creation.
Get in the news
Write press releases and pitch your stories to journalists and media outlets. Share newsworthy events, product launches, or unique brand stories that could grab their attention. Positive press coverage can seriously boost your reputation and visibility.
SEO magic
Optimize your content for search engines to make your brand easier to find online. Use relevant keywords, create high-quality content, and get links back to your website from reputable sites. Good SEO helps more people discover your brand naturally.
Turn fans into family
Make your loyal customers brand advocates! Offer referral programs, loyalty rewards, or exclusive perks for customers who promote your brand. Happy customers who spread the word are the best kind of marketing you can get.
By using this strategy, brands can leverage the power of earned media to increase engagement, build a strong reputation, and skyrocket their visibility. Remember, it’s all about creating positive, authentic interactions that make people want to talk about and share your brand.
However, is earned media alone enough to create such an impact? Well, technically it can. But, if you want to make your marketing campaign much more robust and effective, then using earned media with paid and owned media is the way to go. Let’s see what each of these has to offer.
Paid, owned, and earned media: What’s the difference?
It is no surprise that a combo of paid, owned, and earned media will be far more impactful than any of them alone. Each of these media bring their own benefits and cover for each other’s shortcomings when used collectively. Thus, resulting in a digital media strategy that can touch the hearts of customers like nothing else.
But, before we discuss how to combine all three in a single marketing strategy, let’s see what paid and owned media entail and how they differ from earned media.
What is paid media?
Paid media is basically any advertising you pay for to reach a wider audience. Imagine paying a website to show your ad to people who might be interested in your product. Or paying for a sponsored post on social media, where your brand gets featured alongside popular content. This can be anything from online ads to TV commercials or even billboards. The key thing is, you’re paying for that space to promote your brand and get your message out there.
The beauty of paid media is that you can target your audience specifically. Imagine selling hiking boots – you wouldn’t want your ad to appear on a website filled with baking recipes. Paid media platforms allow you to choose who sees your ad based on things like age, interests, and online behavior. This way, you’re more likely to reach people who might actually be interested in your product, making your advertising dollars go further.
With paid media, it’s important to create eye-catching ads and target the right audience to get the most out of your investment.
What is owned media?
Owned media is your brand’s personal online space. That’s opposite to paid advertising where you rent space to reach an audience. Think of it as your digital home: your website is the living room, social media is your chat room, and your email list is your direct line to your biggest fans. You control everything – the design, the content, and how you connect with your audience. You can customize it all to perfectly represent your brand and build a community around it.
The cool thing about owned media is that it’s yours forever. Unlike ads that disappear once you stop paying, the content you create on your website, social media, and email list stays there. It works for you for years to come. This lets you build a loyal following of people who are familiar with your brand and interested in what you have to offer.
However, building a strong presence on owned media takes some effort. It’s not like flipping a switch and having a massive audience appear overnight. You need to consistently create engaging content, actively participate with your followers, and optimize your channels to attract visitors. But the payoff is great – a loyal following and a strong brand presence that you control completely.
Now, let’s draw a comparison of these media with earned media.
Earned media vs paid media
Here’s how earned media and paid media compare to each other.
| Aspect | Earned Media | Paid Media |
| Definition | Free publicity generated by third parties | Paid advertising and promotional efforts |
| Cost | No direct cost | Requires financial investment |
| Credibility | High, as it comes from unbiased sources | Lower, as it is perceived as promotional |
| Control | Less control over content and message | Full control over content and message |
| Reach | Can be extensive, depending on virality | Can be extensive, based on budget |
| Trust | High, trusted by consumers | Lower, as consumers know it’s paid for |
| Longevity | Can have long-lasting impact | Temporary, lasts as long as the campaign |
| Examples | Reviews, social media mentions, press coverage | Banner ads, sponsored posts, TV commercials |
| Measurement | Harder to measure, relies on indirect metrics | Easier to measure with direct metrics like CPC, CTR |
| Engagement | High, as it involves genuine interactions | Varies, often lower due to perceived bias |
Earned media vs owned media
Here’s how earned media and owned media fare against each other.
| Aspect | Earned Media | Owned Media |
| Definition | Free publicity generated by third parties | Media content created and controlled by the brand |
| Cost | No direct cost | Costs associated with content creation and maintenance |
| Credibility | High, as it comes from unbiased sources | Varies, generally trusted but seen as promotional |
| Control | Less control over content and message | Full control over content and message |
| Reach | Can be extensive, depending on virality | Limited to brand’s own channels |
| Trust | High, trusted by consumers | Medium, as it is recognized as brand-owned |
| Longevity | Can have long-lasting impact | Long-lasting, as content is permanently hosted on owned channels |
| Examples | Reviews, social media mentions, press coverage | Company website, blogs, social media profiles |
| Measurement | Harder to measure, relies on indirect metrics | Easier to measure with direct analytics like traffic, engagement |
| Engagement | High, as it involves genuine interactions | Medium to high, depending on content quality and audience engagement |
With the differences explored, let’s see how brands can combine these three media types in their marketing campaigns to effectively sway the audiences.
How to effectively combine paid, owned, and earned media in a marketing campaign?
Combining paid, owned, and earned media in a marketing campaign can be immensely powerful. Together, they can take your media impact to new heights. So, here’s how to do it effectively, in chronological order:
Start with owned media
Create high-quality content on your website, blog, and social media profiles. This includes articles, videos, infographics, and posts that highlight your brand’s story and products. Make sure your content is engaging and valuable to your audience.
Amplify with paid media
Use paid ads to drive traffic to your owned media. Promote your best content through social media ads, Google Ads, and sponsored posts. Paid media helps you reach a larger audience quickly and gets your message in front of the right people.
Leverage earned media
Encourage your satisfied customers to leave reviews and share their experiences on social media. At Impact Authority, we understand the power of authentic feedback, so we also invite our clients to share their stories with our PR services. Engage with influencers and journalists by sending them your products for review and fostering genuine connections. Additionally, share user-generated content that highlights positive experiences with your brand to amplify your message.
Create a cohesive message
Ensure that your message is consistent across all media types. Your paid ads should link to your owned content. This owned content, in turn, should encourage users to share and engage. Thus, creating avenues for earned media.
Engage and interact
Respond to comments, reviews, and mentions. Show appreciation for user-generated content and feedback. This interaction builds a community around your brand and encourages more earned media.
Analyze and adjust
Track the performance of all three media types. Use analytics to see which content is driving the most engagement and adjust your strategy accordingly. Combine the insights from paid, owned, and earned media to refine your campaign for better results.
By effectively combining paid, owned, and earned media, you can create a well-rounded marketing campaign. A campaign that maximizes your reach, builds credibility, and engages your audience on multiple levels.
In conclusion
Harnessing the power of earned media can truly transform your brand’s presence and influence. By actively encouraging customer reviews, creating shareable content, and engaging with your community, you can tap into the most authentic form of promotion.
After all, earned media brings unparalleled credibility, as it stems from genuine experiences and word-of-mouth recommendations. This trust can significantly boost your brand’s reputation and visibility. Thus, driving organic growth without the need for substantial financial investment.
To maximize the impact, integrating earned media with paid and owned media strategies is essential. Start with robust, high-quality content on your own channels. Then use paid media to amplify your reach and drive traffic. As your content gains traction, leverage the resulting earned media to further expand your audience and build deeper trust.
By maintaining a cohesive message and engaging with your audience across all media types, you create a dynamic and effective marketing campaign. One that not only reaches but resonates with your target audience. This holistic approach ensures your brand stands out in the crowded digital landscape. Ultimately, turning casual visitors into loyal advocates for your brand.
