Earned Media: Why is it important to your brand?

Becoming a reputable brand involves more than just having an active social media page. It involves a combination of staying on top of your brand’s media coverage including owned media (content published by your brand), paid media (content paid for by brand eg. advertisements) and the ever-illusive earned media.

Earned media refers to any type of media attention that your brand has gained organically. This exposure is not paid for or influenced by you; it’s content coming from a third party that you have no control over. This includes product reviews, news and social media mentions, word of mouth, user-generated content; any feedback that you haven’t paid for. It’s free exposure for your brand.

The power of earned media has often been underestimated but it can be a vital part of your strategy to achieve your marketing goals. It may be tough to earn this type of publicity for your brand but it will be well worth the effort. Here are three reasons why earned media is important to your brand.

Raising Brand Awareness

Earned media exposure can help to bring continued awareness and ensure that your audience becomes familiar with your brand. Every earned interview and online brand shout-out is an opportunity to share your message with viewers, listeners and readers who all have the potential to become paying customers. Increasing your brand’s visibility through increased awareness may not be instantly gratifying but it will boost your brand in the long run.

Expanding Reach