Earned Media: The investment in marketing you have made during years but didn’t know about
By MarketLogic
Mexico City, June 18th 2024.- Positioning yourself within key audiences has never been as important as it is now. However, in order to do it, many companies focus an important amount of resources that aren’t always focused on the right thing. Usually brands direct their efforts towards proper mediums that are generated for the exposure of original content like blogs, social media or newsletters. They also design strategies with paid media like digital campaigns, or ads in physical and digital media. Ignoring an important broadcast channel “ earned media “.
Those last methods represent a tool that if handled correctly increases the action power of your brand. Earned media are the satisfied users, your brand ambassadors and the ones that recommend your products or services in an organic way and recognize you as a leader in your sector.
The content created through earned media generates a scathing acceptance rate, an acceptance where you don’t need your community references. In a context where influencer marketing has gained so much traction, earned media is essential in order to obtain impactful results.
Data from the consultant YouGov shows that 90% of consumers trust earned media, since the brand’s message is being transmitted by a person not related to the company, elevating the brand’s credibility in a significant way.
Traditionally, reaching consumers through earned media required a solid Public Relations ( PR ) strategy, brand communication and marketing. However, now you need to incorporate your collaborators and your social media followers who have become content creators.
How to start an earned media strategy
Earned media covers a large spectrum of content generated by other people, from journalists and bloggers to social media users and users of other means of communication. This makes it a key indicator for the brand’s perception and its reputation.
They are a reflection of how the online community and traditional media interact and share information about the brand, which can have a significant impact in the creation of reputation, confidence generation and the companies reach.
The organic nature depends in large part on the perception and opinion the public has. Which means that maintaining a good relationship with the media and the objective public has become an essential factor in order to cultivate this kind of positive coverage and use its benefits to the max. Although you cannot have direct control over earned media it is possible to create a strategy that allows you to leverage them better:
- 1. Establish Objectives:
Precisely define your goals, align them with the desired business results. For example, an increase in the brand visibility, the generation of interest in specific products and the increased reach to new audiences, an increase to the interaction and participation of the public on digital platforms. - 2. Investigate:
Analyze your target audience and the relevant influencers in your industry. Utilize tools to identify behaviors, preferences, trends and connection points. - 3. Create strategic relations:
Build solid relations with the media, opinion leaders, influencers and other key actors in your ecosystem. - 4. Generate relevant and attractive content:
Design and produce creative content,authentic and high quality content that would be attractive for your target audience. Apply storytelling techniques, multimedia techniques and personalization in order to maximize your messages impact. - 5. Be a leader:
Establish your brand as an authority in the industry, sharing knowledge, innovative ideas and unique perspectives through diverse channels and digital platforms. - 6. Participate in relevant Events:
Be a part of key events in your sector, like commercial fairs, conferences and specialized forums in order to fortify your brand visibility. - 7. Organize experiences for your audience:
Create memorable and exclusive experiences for your most loyal and committed followers. Design events and activities that generate enthusiasm. - 8. Collaborate with the Media and Influencers:
Establish strategic alliances with relevant media and opinion leaders in your market niche. Offer exclusive collaboration opportunities, sponsored content, privileged access to events and product launches.
It’s true that building an earned media network can be a complex formula for many brands and requires a long-term investment. However, when managed optimally, this strategy can be a powerful tool for marketers. So, it’s a good time to assess our earned media capabilities and boost them.
About Marketlogic
MarketLogic is the comprehensive marketing agency with coverage in the United States and Latin America, which helps reduce the gap between the marketing and sales teams to achieve the commercial objectives of companies, in a sustainable way in the medium and long term, thanks to its exclusive S.M.A.S.H. methodology, which integrates three pillars: 1. Planning and creativity 2. Demand Generation 3. Sales acceleration. It generates value for its clients by increasing and protecting the reputation of its brand and generating concrete and measurable business opportunities. MarketLogic won the Golden Bee Award for “Best Event Experience” in 2023 and is a partner of BBN, the leading global B2B marketing agency. Get to know us by visiting www.mymarketlogic.com.
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