Earned media is something that we all have taken part in. Don’t think so? Did you ever share a post about a product you have bought? Have you ever shared your thoughts about a product you have used? Have you ever shared a promotional post of a brand? If so, you have helped them get earned media.
In this blog, we will discuss what earned media is how to get it. Let’s get started.
What is earned media?
Earned media is any media in which your business is mentioned or promoted organically. In terms of content marketing, this is by far the most effective approach as well as the most difficult to secure.
There are three types of media and they are as follows:
Owned: Any form of content created and posted by you, content that you have complete control of. Blog articles, your social media posts, and newsletters are prime examples of owned media.
Paid: An ad, avert in a magazine, a social media post, a sponsored post by an influence are prime examples of paid media.
Earned: Earned media on the other hand is something that you have no control over. It usually includes reviews, shoutouts, retweets/shares, among others.
Why is earned media important?
The concept of earned media is indeed not new. For many years, companies have employed public relations strategies to connect with the media and raise brand awareness. Ultimately, they want to encourage publications to run stories about their company or brand in order to reach their intended audience and boost their brand’s trustworthiness.
Earned media has become increasingly significant as the landscape of media shifts from print to digital and as more users engage on social networks. Earned media helps in:
- Amplifying the reach of your content
- Increasing brand awareness and credibility
- Driving conversions
Tips to get more earned media
Now that you know what earned media is and why it is important, here are a few tips to get more earned media for your brand.
Focus on building relationships
Thanks for reaching out, Jodie. We’re so sorry for the trouble with your account. Please shoot us a DM with your email on file and we’d be happy to look into this further for you. Look forward to hearing from you!
— ClassPass (@classpass) October 31, 2021
Do you only speak to reporters and members of the media when you have anything you want them to do? You must cultivate and create trust in media interactions just like any other kind of relation.
Developing a working relationship with a journalist may not result in immediate demand for your goods, but you’ll be remembered if the opportunity emerges. You don’t have to accomplish all this relationship development over email, either. Social media and public relations go hand in hand because they allow brands and reporters to keep tabs on each other’s activities through one medium or another. You’ll discover that your brand references naturally appear in publications as well as other media if you take the effort to build these ties.
Create content that resonates with the audience
Creating an engaging content strategy is essential to draw the attention of users towards your brand. But building an engaging content strategy is not that easy, it is something that even seasoned marketers struggle to achieve.
However, if you analyze your previous posts, you can identify content that users engage with the most. You can also do the same with your competitors. Analyze their social media posts and identify the content that has the highest ideas. Make of list of such content ideas and incorporate them into their content strategy.
Although, analyzing your social media become difficult due to the massive number of posts. Imagine going through thousands of tweets. But if you use a tool like FollowersAnalysis, you can get a detailed tweet analysis report of any public Twitter account. It analyses the most recent 3200 tweets of any targeted account and provides insights into their content strategy.
Use multiple channels to share content
Are you using every available channel to share your content? As a content distributor, don’t limit yourself solely to using social media. Send your material to your subscribers by email and encourage them to share it with their contacts.
Use an employee referral strategy to distribute your finest content to users who are really strong supporters of your brand. If you think of your staff as brand advocates, you might see them as a personal connection between your company and its customers.
Be unique and add value with content
How do you establish yourself as a subject matter expert in articles? Show off your knowledge of the sector with blog pieces, social media updates, and other sorts of owned material. You’ll automatically get to be a go-to expert for your industry as you become a trusted advisor.
Engage with your customers
— Wendy’s (@Wendys) October 29, 2021
Brands that respond to customer concerns or grievances on social media are seen more favorably by their customers. Even though social customer care has been around for some time, it is still a niche in which only a few companies excel. The huge public shoutouts happen as a result of it happening.
Moreover, this isn’t only confined to online platforms like Facebook and Twitter. Customer service excellence should be demonstrated in person, via email, and in any other way that you communicate with them. People take note if you go over and above for all your customers, not only the influencers.
As is said earlier, earned media is entirely out of your control, but if you focus on creating engaging content that adds value for your users, it will increase. Also, focus on building relations with your customers. Identify and respond to their queries and grievances as soon as you can. It will also encourage other users to do the same.
Lastly, make sure to use a social media analytics tool that can help you monitor the impact of your social strategies. FollowersAnalysis is the perfect tool that can help you do that. Do give it a try.