Why Earned Media is the Most Powerful Form of Marketing
Web marketers can leverage three primary main forms of media: owned, paid, and earned. Owned media refers to a type of media where the user controls the communication channels. Paid media is what is commonly referred to as advertising. Lastly, earned media is what cannot be purchased or owned. Earned media is just a matter of communicating material to others, whether via social media, word of mouth, or both. Earned media often involves press attention derived from several sources, including media like newspapers, TV, radio, and the Internet.
What is Earned Media?
Earned media is made up of direct communication with other people, either by mail, phone, or in person. Earned media often takes the form of reviews, blogs, videos, interviews, podcast segments, print articles, and more. Each social network and blog has its content distribution methods. What one might refer to as earned media on Facebook might not be the same thing on LinkedIn. Although social media play a significant role in earned media, this last is traditionally associated with the press. Journalists mentioning or featuring your product or service are the typical case of earned media.
Why is Earned Media so Powerful?
Earned media is an indirect form of marketing. Direct marketing means you are controlling the supply and demand of a product. In other words, if I want to buy an electric car, then I’ll just go out and buy one. Earned media is different. When someone reads an article on a blog, they are influenced by the content in it. The media source is my only source of information, and I can only rely on what I’m reading. When it comes to earned media, you are not in control of what people see. Therefore, brands should be careful to earn media to build their brands as traditional advertising does when using ads.
What is the Difference between Owned and Earned Media?
The difference between owned and earned is pretty easy to define. Owned media is a term applied to the messaging, advertisements, and press releases produced by the news source. For example, the article found in your blog is generally considered to be part of owned media. On the other side instead, the term earned refers to the coverage that is acquired “organically.” As such, it is tough to monitor it: as the communication medium is constantly in motion, the news is reported daily, so it’s not always possible to immediately pinpoint the date and time of any coverage.
How to Use Earned Media to Your Advantage
Earned media can be acquired in different ways. For example, you can guest posts on relevant blogs, particularly on an industry-related blog. Or in social media blogs, using engaging questions to foster a relationship with your audience. The result is that your audience will follow your brand on social media, and your brand’s online presence will increase. However, not all earned media is good. Therefore, you need to follow a set of guidelines to harness this valuable marketing power successfully.
“Social media is where news is born, shared, and debated.” – Growella said. Social media marketing involves sharing and shaping social media content, and it’s not limited to paid media. By utilizing the social media tool of Facebook and Twitter, you can strategically use your target market as your social media marketing network. Or you can outreaching journalists pitching the competitive value of your brand to acquire coverage.