We wrote in our May/June issue about a study that shows earned media – the mention of your brand by journalists, influencers and other third-party sources – is 80 percent more effective than owned media for buyers at the bottom and middle of the sales funnel. It’s nearly 40 percent more effective for buyers at the top of the funnel.
Unfortunately, earned media is missing in action for too many marketers, says Brian Kolb, Chief Operating Officer at Wright’s Media, a full-service licensing solutions provider that works with B2B and B2C publications. “With multiple firehoses gushing information at us all the time, your audiences need an effective filter or they’ll drown. If you gain earned media, you are more likely to get through your audience’s filters,” Kolb states in a blog post for the Content Marketing Institute. He offers three tips for generating earned media:
Cultivate influencer marketing – You won’t be the first or the last to reach out to your industry’s influencers, so you need to make sure your outreach stands out. Tailor your pitch so it shows you know who the influencer is and how they communicate with their audience. Show how your brand and content would be valuable and helpful to their audiences. And don’t limit yourself to individual influencers. Identify other influencers, such as industry associations, non-competing brands that publish great content and have their own audiences, etc.
Participate in industry trade shows – Showing up on the exhibit floor isn’t enough. You need to create and distribute your content – in text, visuals, video and in person throughout the event. Explore whether someone from your organization could present on a topic that’s relevant to your brand and helpful to the event’s audience. If you do speak, ensure that your slides and handouts include your Twitter handles, proper hashtags and links to make it easier for your audience to share the presentation’s content. Don’t forget to promote this appearance to media organizations that may cover the topic or the event.
Engage your fans and advocates – Add a segment or category called fans/advocates to your media contact lists. Thank them when they share your content and initiate contact with this group – similar to how you would reach out to traditional media – to encourage them to share news about your brand. Fans and advocates of your well-respected brand often are honored that you have asked them for something and are willing to share because it shows they’re connected closely to a reputable company.
