Paid advertising isn’t the only way to make noise and reach your target audience. Earned media, the grail of marketing, offers free publicity and brand awareness through positive mentions in news outlets, blogs, social media, and other channels. But how do you get others talking about your brand without paying a dime?
How to Get Earned Media
1. Craft a compelling story:
People are drawn to narratives, so make sure your brand has one. What makes you unique? What problem do you solve? What impact are you making? Develop a clear and concise story that resonates with your target audience and aligns with current trends or issues.
2. Build relationships with journalists and influencers:
Don’t just blast out press releases. Take the time to build genuine connections with journalists and influencers relevant to your niche. Engage with their content, offer helpful insights, and showcase your expertise without being pushy. When you have a newsworthy story, they’ll be more likely to listen.
3. Create high-quality, shareable content:
Content is king, and valuable, informative content is what gets shared. Publish blog posts, infographics, videos, or other engaging content that educates, entertains, or inspires your audience. Make it visually appealing and optimize it for search engines to increase visibility.
4. Leverage social media:
Social media is a powerful tool for amplifying your message. Share your content across relevant platforms, engage in conversations, and participate in trending topics. Run contests or giveaways to incentivize user-generated content that can further spread your message.
5. Utilize press releases strategically:
While not the magic bullet, press releases can still be a valuable tool. Craft newsworthy releases targeted to specific media outlets and journalists, highlighting your story, achievements, or newsworthy developments.
6. Don’t be afraid to think outside the box:
Get creative! Partner with other brands for joint initiatives, participate in industry events, or sponsor relevant causes. Think of unique ways to grab attention and generate buzz around your brand.
7. Track and measure your results:
Monitor your progress! Use social media analytics tools, track website traffic, and pay attention to brand mentions. Analyze what’s working and adapt your strategy accordingly.
- Earned media takes time and effort. Be patient, build relationships, and consistently produce valuable content.
- Focus on quality and authenticity. Don’t just chase mentions; strive for genuine connections with your audience.
- Stay informed about current trends. Adapt your strategy to stay relevant and in the spotlight.
By following these tips and applying a strategic approach, you can unlock the power of earned media and watch your brand awareness skyrocket. So, get creative, build relationships, and start telling your story! The world is waiting to hear it.
Bonus Tip: Consider using media monitoring tools to track mentions of your brand and identify potential opportunities for earned media coverage.