What is Earned Media? 6 Brand-Building Benefits
Do you ever feel like your brand struggles to stand out? You’ve tried content marketing and paid advertising, but you’re not getting the coverage you want.
You’re not alone. Many brands struggle with this issue. However, some can overcome it by using effective methods like press release distribution and media pitching to garner attention
That attention is earned media and, in this blog, post we cover:
- What is earned media?
- Why is earned media important?
- Top benefits of earned media
- Examples of earned media
What is earned media?
Simply put, earned media is when a brand gets publicity without paying for it.
Examples of earned media
Earned media isn’t one-size-fits all and there are various forms including:
- Social media mentions – When a consumer or brand talks about your brand on their social media channels.
- Online reviews – Google, Yelp, or Amazon reviews are examples.
- User-generated content – This is content created by customers like photos and videos that are shared with their followers.
- Backlinks – Not only are backlinks great for SEO, but they also build brand credibility as a website’s backlink to your website is seen as a vote of confidence in your authority.
Why is earned media important?
Brands value earned media because the public sees it as credible which boosts their authority.
These media mentions come from unbiased sources that weren’t paid to promote. Because of that, customers view these mentions as more valuable, genuine, and trustworthy.
All these factors can greatly influence the public’s perception of your brand and drive awareness and sales.
Let’s explore them in a bit more detail.
Top benefits of earned media
Consumers’ perceptions of traditional advertising continue to shift toward skepticism.
It’s for this reason, among many that the value of earned media continues to grow:
Here are six benefits:
Improved Credibility
We mentioned it before, but earned media is perceived as more trustworthy. When a notable publication mentions your brand, readers view that as a vote of confidence.
The more credible your brand is, the more opportunities you have to build your business and bottom line.
Increased Visibility
These mentions open your brand up to a wider audience beyond your own. When a publication talks about your brand, more people then see your products/services.
Strengthen SEO
Again, backlinks can boost your brand’s search engine results page (SERPs) results which drives more organic traffic to your site.
Quality backlinks fuel your brand’s authority and credibility in the eyes of search engines.
Engagement Rates
Content that’s shared by others often experiences higher engagement rates. That’s because people are more likely to click and engage with content a trusted source shares with their audience.
Higher engagement rates can lead to broader brand awareness.
Cost Savings
Since this form of media coverage doesn’t require a direct monetary investment, the return compared to traditional advertising is higher.
These cost savings are particularly beneficial for startups and small businesses with limited marketing budgets.
Future Impact
Positive coverage continually attracts attention and drives traffic to your website long after the content was originally published.
This leads to the creation of a steady stream of visibility and engagement.
Examples of earned media
Earned media is synonymous with our Press Release Optimizer (PRO).
Our experts work hard to create newsworthy press releases and strategic media pitches to get coverage for our clients.
We’re proud to have secured mentions in top-tier publications such as Allure, Bloomberg, TechCrunch, TIME, New York Post, and many more.
Here’s a quick snapshot of some of the media coverage we’ve faciliated for our PRO clients so far in 2024.
PRO Client: AAA Distributor
Publication: Architectural Digest
Client: Ankle & Foot Centers of America
Publication: TIME
Client: BHG Financial
Publication: CNN
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