Earned Media: Why it’s Important and How it Fits Into the Channel Mix

When planning an integrated marketing campaign, you will look at implementing strategies across PAID, OWNED and EARNED channels. Here we address earned media and why you should be utilising it in your marketing mix.

WHAT IS EARNED MEDIA?

Earned media is any content or reference to your brand that someone distributes. This could be offline through word of mouth, online through social media, or through traditional media publishers across press, TV and radio.  The best way to harness earned media is through a well-planned PR strategy.

WHY EARNED MEDIA IS IMPORTANT

Earned media is a trusted and credible third party source of content for your brand. Whether it’s a friend’s recommendation or endorsement through published content, the level of trust and authority bestowed on this message far exceeds any sales message.

Earned media also delivers cut-through messaging to your audience which can be amplified across multiple platforms in traditional and digital media.

With topical content, your brand can begin trending across social. When stories are placed across social platforms, the quantity and reach of earned media is expedited through tagging, the use of hashtags and content sharing.

HOW EARNED MEDIA FITS WITHIN THE CHANNEL MIX

It’s important earned media forms part of a bigger plan and is used in tandem with your owned and paid media strategy. It is an additional channel to drive awareness, amplify messaging and build brand excitement with your audience.

You can link earned content into your marketing strategy across owned assets by sharing a news story on your website or reposting an influencer’s endorsement across your social pages.

Where many brands falter in obtaining earned media is in failing to create a compelling story.  Forget the sales pitch and develop a strong media story like community initiatives, innovations or business milestones.

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