Earned Media: Definition and Uses
Definition of earned media
Earned media refers to media coverage obtained without direct payment. Unlike paid media, which comes from advertising, earned media comes from organic engagement, such as mentions in press articles or shares on social networks.
Importance of earned media
Earned media are essential for building brand credibility and awareness. They foster public trust, because the content comes from an independent source. They also contribute to SEO, as relevant media coverage often improves search engine rankings.
The difference between earned and non-earned media
There are three main categories of media: paid media, owned media and acquired media. Paid media refers to advertising, while owned media refers to content created by the brand itself, such as a blog or website. Earned media, on the other hand, comes from spontaneous expressions external to the brand.
Strategies for increasing earned media
To develop your earned media coverage, it's crucial to have a well-defined strategy. This includes developing engaging content that piques the interest of journalists and influencers. Participating in industry events or producing compelling case studies can also increase your chances of attracting attention.
Recommended tools and software for managing acquired media
The use of certain digital tools can facilitate the management of acquired media. Platforms like Cision or Meltwater, for example, allow you to monitor your media footprint and make it easier to find journalists likely to be interested in your field. Other tools such as BuzzSumo help identify key trends that may draw attention to your content.
Examples of successful implementations of earned media
Various brands have achieved immense success thanks to their earned media strategies. For example, when a company launches an innovative campaign that attracts the attention of a major media outlet, this can lead to impressive results in terms of visibility and traction on social networks.
Conclusion on the impact of acquired media
Having a solid presence in acquired media can transform a company into an industry fixture. By combining different tactics and modern tools, any organization can aspire to boost its visibility while building a solid base of trust with the public.