The purpose of this guide is to teach you how to acquire earned media. You might remember from other guides’ content that earned media is any positive digital exposure resulting from a recommendation by a friend or family member.
Also Read: Google Analytics Basics for Beginners
Table of Contents
What is earned media? (Earned media definition/ Earned media def./ Earned media define)
A. Definition
Earned media is a public relations metric that measures the value and effectiveness of unpaid or organic media attention acquired through tactics like viral campaigns, press releases, and news stories. This method of marketing is focused on creating content and engaging with the target audience in such a way that it attracts the media’s attention without paid promotional methods.
B. Types of earned media
Earned media can come in many forms including, but not limited to: online articles, blog posts, interviews, reviews, press mentions, social media interactions, user-generated content (UGC), influencer collaborations and endorsements. The most common type is news stories, which generally have higher visibility than other types due to their broad reach and impact.
C. Benefits
1. One of the key benefits of earned media is its credibility from being granted by a respected source such as a publication or influencer within your industry.
2. Additionally, it can boost credibility when customers are exposed to these positive reviews about your brand or product.
3. It also increases engagement with existing customers as well as provides valuable insights for future campaigns.
D. Strategies
To create effective earned media strategies there needs to be an understanding of current opinions within your industry; this may involve research into potential topics or relevant conversations taking place among users on different platforms as well as up-to-date trends that influence conversions and customer behavior.
Tools like Google Trends should also be used alongside more traditional PR methods such as interviews and press releases when possible so that you can achieve immediate results while gaining longer-term trust over time from varied sources within your market niche.
E. Measuring success
There are several methods businesses use to measure their earned media’s success including tracking impressions (the number of times an article is seen), sentiment analysis (which will tell you how positively people view certain words around your brand); reach & engagement data (telling you how many people interacted with the article,) lifetime value (estimating how much revenue was generated from these impressions/engagements,) viral coefficient (to track if people are repeatedly sharing content.)
By using relevant analytics tools you can gain access to specific data that then allows you to make informed decisions with any future campaigns involving earned media channels.
F. Reporting on performance
Once obtained metrics have been analyzed using OMCs then reports need to be sent out showcasing overall performance results reflecting campaign objectives – this helps build an understanding for marketers going forward what tactics work best for certain audiences/goals.
Reports need to include comparisons between outcomes achieved before & after activities have taken place integrated ROI scores + key highlights too so stakeholders know where money has been allocated & used most effectively based on actual results tracked rather than projected hypotheses.
G. Managing budgets effectively
Understanding what costs offered the best returns become easily visible once historical information is compared; digital reporting makes processes easier managed time wasted waiting for reports requested delivered; knowing precisely what worked allowed strategy tweaked / budgets altered appropriately over time maximizing total investments made even further throughout the entire season/year.
Examples of earned media
Businesses rely on earned media to promote their products because it relies on word-of-mouth referrals from friends, and family, unpaid influencer posts, and product reviews. By having someone post about your product for free, not only are you not spending anything to get positive publicity, but you are also showing your audience that you are trustworthy. Since you have no control over it, it is probably the most challenging marketing tactic.
Here are a few examples:
- Reviews and testimonials from customers
- Posts about your product/service on other blogs
- Reposts and shares of your content
- Mentions of your product on social media
Effective earned media strategy
The earned media isn’t always within your control, but there are steps you can take to prepare yourself for possible shares, reposts, mentions, and position reviews.
- When it comes to earned media, engaging content is crucial. Engagement increases the likelihood that your audience will share your content.
- Next, cultivate relationships with other brands, media members, and journalists. You may get positive press if you do this successfully.
- As a next step, make sure you provide your customers with more than satisfactory customer service. Your audience will be more likely to share your brand with others when they are enjoying their journey as followers, customers, or users.
- Last but not least, encourage others within your organization to share. The more people who share your content, the more likely it is that others will see it and share it.
Earned Media FAQs
Earned media examples
Trying to come up with creative ways to get more earned media? Look no further! From utilizing effective influencer marketing to captivating social media content, we’ve curated five earned media examples that completely nailed it.
Learn from these campaigns and see how you can apply them to your project!
Pepsi, Live for Now:
The goal of Pepsi’s Live, for Now, the campaign was to reach the youth market, and by utilizing relevant influencers, their message resonated throughout the country. Utilizing a mix of digital and traditional earned media tactics, Pepsi created short-form content pieces that were fun, shareable, and most importantly, truly connected with their demographic. To take it one step further, they also took over several large music events where they could authentically interact with young people.
Red Bull, Stratos Jump:
Red Bull’s Stratos Jump was a marketing campaign that achieved multiple “firsts” with one mind-blowing stunt. The brand voted in theatre director Felix Baumgartner to complete a record-breaking space jump from a balloon that floated 24 miles above the Earth, with immediate updates being shared live on all their social media accounts. The event generated 8 million concurrent viewers and branded content that continues to be circulated today.
Dove’s Real Beauty Sketches:
This campaign sought to redefine beauty for women and give them the self-esteem boost they deserved. Through a series of sketches, a professional Federal Bureau of Investigation illustrator asked women to describe their appearances, and then used a stranger’s description to produce a second portrait that was much more flattering. This powerful video has been viewed over 114 million times.
WestJet Christmas Miracle Campaign:
WestJet’s Christmas miracle campaign was one of the most successful social media campaigns of all time. For this campaign, WestJet surprised passengers at Toronto Pearson International Airport with customized gifts chosen from their ‘wish list’. Through video and social media posts, WestJet captured the hearts and minds of viewers around the world, creating an emotional connection with its guests that few brands can ever hope to achieve.
LinkedIn as a Recruiting Platform:
Microsoft’s use of LinkedIn for recruiting is another mini-masterpiece in terms of earned media success. Microsoft launched its ‘Dream it. Do it.’ campaign on LinkedIn, to demonstrate that world-changing careers are accessible to all kinds of people. Microsoft used their platform to showcase the real people behind their company – the employees that drive innovation and shape culture – inspiring the next generation of tech creators. It was an extremely successful strategy and resulted in higher engagement rates than expected.
Earned Media vs Paid Media
What is the difference between earned media and paid media? While both strategies are valuable tools in the digital marketing world, their approaches and results can be drastically different. Learn how to maximize your efforts with earned media versus paid media, and see examples of successful implementation.
Definition of Earned and Paid Media.
Earned media, also known as word-of-mouth marketing, is any form of media coverage that has been created organically through public relations or the action of social and influencers.
In other words, earned media focuses on gaining credibility and trust by connecting with your key audience while paid media is focused on gaining visibility through advertisement spending. Paid media can be further broken down into two categories — owned and sponsored media.
Owned media is content created directly by a brand such as blogs, eBooks, and videos to name a few. Sponsored media involves payment for placement such as print ads and promotions with popular influencers.
Examples of Earned and Paid Media.
Examples of earned media include influencer partnerships, social media campaigns, and user-generated content. Earned media is usually achieved through a longer timeline since it requires engaging with people organically. An example of paid media includes search engine marketing (paid search), native advertising, display ads and promotions with prominent influencers. Paid media can be used to promote your content as soon as it has been published since you are paying for its visibility. It’s also important to note that both earned and paid media can be leveraged in tandem for maximum results. For example, you might use a strategy of launching a paid campaign for blog posts alongside organic promotion on social channels and PR efforts.
Benefits and Challenges of Each Type of Media.
- Earned media has the benefit of being highly cost-effective. It can be a more cost-efficient way to reach your target customers and amplify your message.
- On the other hand, paid media can be expensive, depending on your campaign goals and budget. It does, however, provide guaranteed results and is the best approach for targeting a niche audience quickly and efficiently.
- Additionally, both earned and paid media campaigns to come with their own unique set of challenges.
- Earned media outcomes are difficult to precisely measure as their success relies heavily on word-of-mouth promotion which is hard to track or attribute directly to a sales result.
- For paid media campaigns there’s often an unbalanced ratio between the time invested by marketers compared to the return on investment (ROI). To ensure success on both paid and earned channels it’s important to create high-quality content that resonates with your target customers.
How to Balance Your Earned and Paid Strategies for Maximum ROI?
To get the most out of your digital marketing efforts, it’s important to have a balanced approach when it comes to earned and paid media strategies. Both channels have the potential for great ROI but need to be managed differently. Paid campaigns should focus on pushing customers down the sales funnel quickly and efficiently.
At the same time, earned media efforts should focus on creating quality content that will bring customers organically through search engine optimization (SEO) and earned impressions via word-of-mouth promotion. To ensure success with your integrated strategy, you should invest time in measuring performance metrics on both channels to identify what’s working or where improvement is needed.
Our Top Tips for Creating Impactful Online Content that Generates Momentum.
Quality content is key to generating earned impressions online, whether you’re creating content for your website or social accounts. When creating a content plan, make sure to think of the topics that are most interesting and relevant to your target audience.
You’ll also want to ensure that the content you create is original and valuable so it will have greater chances of getting shared. Optimizing keyword phrases can also help bring more traffic organically from search engine results. Lastly, utilizing visuals like photography and video can help increase engagement with your brand on social media.
Earned Media Value
Earned media value (EMV) is a marketing metric used to measure the success of a campaign or initiative. It is based on the total amount of exposure for a brand in both traditional and digital media. This includes quantifying the results of earned impressions, click-through rates, social media conversations, and more. EMV is often used to compare online campaigns to measure which strategies are most successful over time.
How Can You Use EMV for Your Brand?
Using EMV is an invaluable tool for all aspects of your marketing strategy. It allows you to measure the performance of campaigns, track trends and optimize results. With EMV you can identify which channels are generating the most buzz for your brand and which messages resonate best with your target audience. By understanding what is valuable to customers, brands can create more powerful campaigns that drive real results.
How Do You Measure and Track Earned Media Value?
Tracking Earned Media Value is essential to understanding how effective your campaigns are. For effective tracking, you need to measure the engagement and reach of each channel you’re using. Analytics tools like Google Analytics can provide metrics on clicks, impressions, watch time and other variables. You can also track metrics such as shares, likes and comments to see how your messages are resonating with target audiences. With this data, you can make informed decisions on how best to focus your efforts for maximum impact.
What Are the Benefits of Using EMV?
By tracking and calculating earned media value, you can better gauge the success of your marketing efforts. You’ll be able to track the ROI of your investments and optimize campaigns for greater efficiency. With EMV, you can also effectively measure the impact of influencers in your campaigns and compare them to other channels. Additionally, it provides insights into how well different scenarios are performing in terms of engagement and reach. This helps marketers make better decisions based on empirical data.
Developing an Effective EMV Strategy.
When it comes to managing your Earned Media Value, having a well-defined strategy in place is essential. This should include setting specific goals for each campaign, determining the metrics you want to measure and tracking the performance of media campaigns against them. Additionally, use tools like sentiment analysis to measure how consumers are responding emotionally to your messaging. This can help ensure that you’re creating content that resonates with target audiences and optimizing campaigns for maximum effect.
Earned Media Strategy
Are you looking to enhance your company’s online presence? Earned media, also known as word-of-mouth marketing or social media marketing, can be an effective way to do just that. Through strategically designed content and clever outreach tactics, earned media can help your business reach a wider audience and create a strong connection with potential customers.
Earned Media Strategy #1: Understand Who You Are Trying to Reach.
Do you know who your target audience is? Before you jump into creating content, it’s important to first understand and define who you are trying to reach. Consider their interests, demographics, and locations, as well as the platforms they use most frequently. This will help you tailor your content more effectively to reach your targeted customers in the places they already spend time online.
Earned Media Strategy #2: Choose Your Content Creation Tools and Platforms.
Today’s content creation tools allow you to create and manage content quickly, easily, and across multiple platforms. Choose the software that works best for your team with features like templates and drag-and-drop builders that let you create superb content without needing any coding knowledge. Don’t forget to look into social media management solutions as well so that you have easy access to insights, analytics, and scheduling capabilities.
Earned Media Strategy #3: Focus on Quality Content Creation.
Quality content is key and should be your top priority. To create good content, you need to invest time and energy into finding a high-quality team who can bring together great ideas and execution to match. Don’t forget that your topics should always be interesting, and helpful and provide value to an audience. Think about what people are looking for and what kinds of problems they can solve with your content.
Earned Media Strategy #4: Leverage Research and Analytics for Content Optimization.
Research and analytics can help inform the development of content, as well as its optimization. Using data-driven strategies and process-oriented results can help ensure that content is targeting the right audience and reminding effectively. Analytics data such as page visits, time on page, bounce rate, click-through rates, etc. can all impact how you optimize your content after it’s published.
Earned Media Strategy #5: Increase Visibility Through Paid Advertising, Earned Media, and Organic Search Results
Increasing visibility online is a key factor when it comes to making sure earned media and content marketing strategies are successful. Organic search traffic and earned media are made more efficient through the use of paid advertising and social media campaigns. Paid ads allow for laser-targeted messages, along with improved brand recognition, since your ads can appear in multiple places at once. However, you must be strategic to ensure that your campaigns do not outpace the content creation – there must be a balance between creating valuable content with regular updates, and investing money into boosting its visibility.
Earned Media Value Calculator
An earned media value calculator can help you measure the success of your marketing campaigns and reach your goals more quickly. It gives you powerful insights into the return on investment (ROI) potential of different strategies, helping you make smarter decisions about where and how to spend your time and money. Let’s take a closer look at what an earned media value calculator can do for your business.
What is Earned Media Value (EMV)?
Earned media value (EMV) is the estimated monetary value of your marketing efforts. EMV takes into account all the visibility and engagement that are generated through organic earned channels, such as organic social media posts, mentions from influencers, organic news articles, and much more. An earned media value calculator can help you calculate the precise EMV of a given campaign so you can determine its effectiveness and refine future campaigns accordingly.
How to Use an EMV Calculator?
An Earned Media Value calculator is an easy-to-use tool that helps you measure and track the monetary value of your marketing efforts. To use it, simply enter the estimated number of impressions, engagements, and conversions generated by your campaign. The calculator will then estimate how much-earned media value was created based on all inputted data. This allows you to quantify and compare the success of different campaigns so you can continue to refine and build on them in the future.
Pros & Cons of Using an EMV Calculator.
An Earned Media Value calculator can be a great way to measure the success of your campaigns, especially if you are just getting started. One of the biggest pros is that it makes quantifying the results of your campaigns much simpler. It’s also an easy-to-understand form of marketing measurement that even those with little technical knowledge can use. On the other hand, EMV calculators have their flaws – they cannot account for every single factor that contributes to campaign success, and they don’t provide insights into what elements or tactics are responsible for creating value.
Generating and Comparing Multiple Campaigns with the EMV Calculator.
The EMV Calculator is a tool that goes beyond the basic metrics for measuring the success of your campaigns. By running multiple versions of a campaign, you can learn which elements lead to the best results without having to manually calculate values like impressions or views. This can be done quickly and easily so you can optimize campaigns in real-time and make adjustments accordingly. By comparing multiple campaigns, you’ll be able to see which one performs best in terms of ROI or other goals.
Tracking Your Results with the EMV Calculator.
The EMV Calculator is an invaluable tool for you to quickly measure the success of your marketing campaigns. By tracking your results in real-time, you can make adjustments to optimize your campaigns and maximize ROI. Plus, by comparing multiple versions of a campaign or across multiple channels, you’ll be able to learn which elements lead to the best results. With the EMV Calculator you’ll unlock accurate insights into what’s working—and not working—in your hard-earned media efforts.
Earned Media Measurement
Measuring earned media campaigns can be a tricky business. From assessing impressions to calculating ROI, there are many moving parts. But with the right strategies and tools, you can measure the success of your campaigns and make valuable data-driven decisions.
Set Goals and Establish Key Performance Indicators (KPIs).
Before you can even think about measuring the success of your earned media campaigns, you need to set clear goals and establish key performance indicators (KPIs). This will ensure that everyone is on the same page regarding what success looks like for the campaign, and will provide a framework for tracking progress. Examples of KPIs may include the number of mentions, average sentiment score, or website visits generated by earned media.
Decide on Your Methodology for Measuring the ROI of Earned Media Strategies.
The return on investment (ROI) of your earned media campaign is one of the most important KPIs to measure. To accurately track and measure ROI, you will need to decide on which methodology works best for you. There are different ways of measuring earned media, such as a cost per acquisition (CPA), media value equation (MVE), or total reach and impressions method. Consider the goals of your campaign and the metrics at your disposal before making a decision.
Monitor Media Channels for Relevant Mentions and Content.
An important part of earned media measurement is the tracking of mentions of your brand and content created about your business. Monitor the major channels for relevant conversations to measure the engagement and recognize brand advocates who create positive buzz about your products or services. This helps you understand the impact of your campaign in terms of reach, impressions, conversions, and brand awareness.
Analyze the Performance of Your Campaigns.
As you track the mentions of your brand, analyze their performance to measure the success of your campaigns. Look at engagement levels, impressions, click-through rates and other metrics to gain insights into how successfully your campaign resonated with audiences. This also provides key data points that you can use when tweaking content strategy or fine-tuning creative elements for future campaigns.
Identify Promising Opportunities Through Enhancements in Earned Media Measurement Tools.
Enhanced measurement tools can help media professionals stay ahead of the curve, as they provide visibility into key metrics related to earned media campaigns at a much deeper level. Data-mining techniques are bringing enhanced measurement opportunities through real-time insights into what is performing well and why it’s resonating with audiences. Don’t forget to apply predictive analytics as part of your analysis—it can provide valuable insights that can be used in future campaign planning.
Earned Media Coverage
Earning media coverage is a great way to get more visibility for your business and boost brand recognition. With strategic planning and a few smart tactics, you can reach audiences with public relations, pitch reporters, create relationships with media influencers, and more.
Do your homework and research high-quality media outlets?
The best way to get media coverage for your business is to target outlets that are a good fit for you and your story. Look for outlets that have an audience whose interests align with what you’re sharing and who could be potential customers. Don’t just focus on local newspapers, magazines, ‘zines, radio and TV stations – look also at blogs, podcasts, YouTube channels and popular web resources in your niche – these can boost the chances of reaching your ideal audiences.
Research each outlet thoroughly – read its magazine or blog posts and make sure it has published similar stories in the past or reaches an appropriate demographic. Make a list of all the contacts that may be relevant to you before you even begin pitching!
Craft high-value pitches to grab the attention of decision-makers.
It’s essential to craft a tailored pitch for each outlet you target – no generic emails or template pitches! Take the time to research exactly who needs to hear your story before you start. Understand their style and interests, so you can present your message most effectively.
Make sure it’s unique, clear, concise and comprehensible for them – add specific information, such as exclusive stats and figures, if applicable – this will help boost the chances of getting noticed. Your pitch needs to highlight the angles that provide newsworthy value and promise something fresh. Practise thinking critically – question how different aspects of your offer could be covered by media outlets rather than just sending out basic details.
Make personal connections to increase the chance of getting featured.
Making genuine connections with journalists and editors is a powerful way to increase the chances of getting featured, so networking is key. Connecting on social media through Twitter or LinkedIn and seeking out common ground can help start conversations – or even better, join local press communities or meetups and get to know reporters and editors in person.
Responses are much more likely when they know you from personal interactions above cold emails. Take it easy but be persistent – show an interest in their work and build these connections over time.
Measure success with various metrics and analytics tools
Measure success not just by the stories you receive, but also by how well those stories were shared and liked. Use online analytics tools to track clicks, views, and conversion rates for any press coverage you receive to see what works best for your business.
This can help ensure that future pitches are tailored towards similar topics with higher engagement potential. Analyzing your engagement metrics will give you a good indication of what resonates with your target audience better, helping you to grow earned media coverage over time.
Build on successful earned media placements for more coverage over time.
Focus on expanding past coverage. After receiving a solid piece of press, don’t forget to shoot for more. Look for ways to add new angles or coverage regarding the same topics that landed you that initial press. For example, if the original story was about your company’s product launch, focus on positioning additional stories around customer success stories and testimonials.
You can also use earned media to increase awareness of upcoming campaigns by discussing them in advance or offering exclusive interviews as pre-release teaser content. This type of approach will ensure that you can build on earned media coverage over time without having to reinvent the wheel each time you want to gain exposure.
How to Get Earned Media?
Looking for ways to get earned media and drive more attention to your brand or business? With time and energy invested in the right places, leveraging a comprehensive earned media strategy can lead to excellent reach and meaningful consumer engagement. Here are some proven strategies to help get you started.
Identify High-Value Media Contacts
One of the best ways to keep your earned media strategy successful is by building and maintaining strong relationships with relevant media contacts. Take the time to do a thorough audit of potential influencers who would be interested in your brand or business, and make sure you’re aware of their contact information. Don’t forget to investigate digital platforms such as Twitter, LinkedIn, Podcasts, and association websites to discover new potential partnerships.
Develop Compelling, Unique Story Ideas
The key to getting great earned media lies in coming up with unique, newsworthy story ideas. Before pitching any stories to a journalist, think about the kind of content that would grab the attention of a reader and convince them it’s worth their time. Use past editorial coverage of your business as a guide for coming up with compelling, media-ready topics and consider the angle that best suits your narrative. Additionally, look for ways to give your story an extra twist—maybe add some exclusive data or insight from an expert source. Whatever you decide upon, make sure it’ll pique journalists’ interest!
Use News Angles to Get Noticed
Identifying the news angle in a story is the best way to make it stand out from the crowd and get noticed by media outlets. Think about what’s unique or newsworthy about your story—What makes this particular story valuable to readers? Taking that extra step to add an interesting spin to your narrative will help increase earned media coverage. Additionally, don’t forget to ask questions that can spark conversation between you and potential sources. That kind of dialogue can result in greater insight into trends, developments, and technological advancements related to your business!
Consider Creativity in Your Pitch Tactics
To increase the chances of your story being picked up by media outlets, consider creativity in your pitch tactics. Try uncommon methods of storytelling like interactive elements such as games or multimedia, or have an employee blog or podcast to discuss company topics. You can even use creative images, videos, and infographics to explain your story. Doing so will help ensure that you stand out from the crowd and show potential sources that you’re familiar with modern marketing strategies!
Building Relationships with Reporters and Journalists
To get good-earned media, you need to establish trust and rapport with the journalists who can help you get your story out. That’s why it’s important to be consistently engaging and friendly in communications with them. You should try building relationships with reporters by reaching out with new stories that are relevant to their beat, attending events they’re present at, or commenting on their content online. Once established, these relationships can be invaluable in helping you spread your message!
Earned Media Placements
Earned media placements can be a great way to boost visibility and generate more brand awareness. Follow these five steps to increase your earned media placements, begin engaging with influential outlets, and position yourself as an expert in your industry.
Optimize Your Newsroom.
The first step in boosting your earned media placements is to update and optimize your newsroom. Have all of the essential information, including press releases and contact information, linked to your website. Make sure that all of this content is up-to-date and relevant by regularly updating it with fresh new content. Having a strong online newsroom can help you build relationships with key influencers in the media who may be interested in featuring your work.
Create Compelling Content.
Once you have your newsroom all set up and ready to go, the next step is to create compelling content that can help boost your earned media placements. Think outside the box when it comes to creating content – consider utilizing visuals, videos, and infographics that are shareable and interesting. Additionally, make sure your content is consistent with your overall message by staying on-brand with any visual elements. Your goal should be to create content that will capture the attention of key influencers in the media.
Engage with Reporters and Journalists On Social Media.
Engaging with reporters and journalists on social media is a great way to build relationships with key influencers in the earned media space. Once you’ve identified key reporters in your industry, it’s important to be active in their communities by liking and sharing their content. As your relationship progresses over time, you can start to pitch story ideas that are relevant to their beat or engage them in real time with Q&A sessions or interviews.
Develop Relationships with Influencers in Your Niche.
Developing relationships with influencers in your niche is a key part of any earned media strategy. Focus your efforts on building real relationships with the influencers who can help you further your reach and get more earned media placements. Reach out to them through digital channels and be sure to tailor your messages to their interests, so that they understand why you’re connecting with them. Also, don’t forget to collaborate with other small businesses or influencers in your space, as they can also help promote your brand and gain valuable press opportunities.
Utilize Public Relations Tactics to Earn Placements.
A public relations strategy is essential for any earned media placement success. Start by getting to know the reporters and bloggers covering your industry, and make sure they have the most up-to-date information available on your brand. Develop press releases with relevant information that are tailored to different publications, then send them out. Also, set up a system to track and measure your press campaigns, so you can analyze which outlets you’ve had success with and where improvements can be made.
How to calculate earned media value?
1. Understanding what Earned Media Value (EMV)
Earned media value (EMV) is a way of quantifying the impact and reach of earned advertising, such as public relations and influencer marketing efforts, in terms of true dollar values. It measures the financial value that was generated from organic coverage or word-of-mouth about a brand’s product or service.
2. Calculating The Reach Value
The first step in calculating EMV is to determine the potential audience for your campaign by using impressions (the number of views on any given platform). Once you have determined the number of impressions, multiply it with a media rate/cost per impression to obtain an estimated total reach value.
3. Assigning A Quality Score to Your Content
Once you have a figure for your content’s reach, you must assess its quality score by evaluating factors such as engagement rates, sentiment, branding mentions and more. Each factor will be assigned a numerical weight which will then need to be multiplied by the total reach value you obtained in Step 2. This will give you an overall quality score figure for your content.
4. Calculating The Investment Cost
To calculate investment costs related to your campaign—this can include production costs, and main incentives associated with influencers or PR specialists— add all figures together and divide them by the total number of expected brand impressions from Step 1 to obtain an average cost per guaranteed impression investment cost for your campaign.
5. Calculating Earned Media Value (EMV)
Finally, put all these steps together! To calculate your earned media value (EMV), simply subtract the cost per guaranteed impression investment from the assets quality score to obtain an overall EMV tool from its number one generated from organic coverage/word-of-mouth about our product/service!
Earned media tactics
If you want to get noticed online, earned media tactics are the way to go. From leveraging influencers and creating interesting content to interacting with customers and employing crisis communication strategies, there are a variety of earned media tactics that you can use to increase your visibility and grow your brand. This post will provide you with an overview of these tactics so you can start using them right away.
Blog Outreach and Guest Posting.
Blog outreach and guest posting can be a great way to get noticed online, increase your brand visibility, and attract targeted web traffic. By partnering with bloggers in your niche, you’re able to gain access to their audiences. Additionally, blogging is a powerful tool for increasing brand awareness, acquiring links from other websites and improving your search engine rankings.
To ensure success with blog outreach and guest posting, it’s important to develop relationships with bloggers before pitching them content ideas. Research their topics of interest and make sure any material you pitch is original and relevant to the blog’s audience.
Utilize Social Networking Platforms to Connect.
Utilize social networking platforms like Twitter, Facebook, Instagram, LinkedIn and Pinterest to connect with influencers in your industry. Following them and engaging in conversations around their content is an effective way to create relationships and build rapport that can be leveraged down the road when you propose collaborations.
Take time to research key influencers in your field and explore their platforms to determine which ones resonate most with their audiences.
Leverage Influencers for Maximum Impact.
Influencers with an established audience are a great way to get your message out there. Connecting with the industry thought leaders can open up opportunities for you to reach their audiences, generate earned media, and grow your audience in the process. Try providing influencers with content that features their brand, or work together to promote a blog post or giveaway. Both will help raise the visibility of your brand and create strong relationships within the industry.
Make the Most of Online Communities and Forums.
Take the time to participate in conversations and gain thought leadership on major online platforms like LinkedIn, Reddit, and Google+. Online communities aren’t just a great way to generate earned media but also a powerful tool for networking, building relationships, and increasing the visibility of your brand.
Focus on connecting with like-minded people to generate rich conversations about your business, industry, or product. Finally, be sure to always provide valuable content that others can engage with.
Usher in Success with Press Releases.
Press releases may seem old-fashioned in the digital age, but they’re still an important way to let news media know about your company. Leverage press releases to share important updates, newsworthy items, or product concepts you are launching.
Additionally, press releases can be used to get featured on popular outlets and websites. Aim to keep them concise, and factual and offer strong visuals and multimedia elements while creating them. As always, utilize SEO tactics to boost your visibility when it comes time to release them.
Earned media metrics
Tracking the performance of your earned media campaigns is essential for understanding their impact and effectiveness. Knowing which metrics to measure can help you gain insights into how to better reach and engage your target audience, as well as determine an accurate return on investment. Learn about the seven key metrics you need to track for successful earned media campaigns.
Earned media metrics #1: Share-of-Voice.
Share-of-Voice (SOV) is a metric that’s used to compare one brand’s performance against its competitors. It measures the percentage of overall earned media coverage your brand has received within an industry or sector, relative to other brands. When tracking SOV, you can determine how successful your campaigns are at driving mentions and what share of the industry’s conversation they are taking up.
Earned media metrics #2: Reach & Impressions.
Reach and impressions are important performance metrics that measure the total number of unique people or devices who come into contact with a piece of earned media. They can also provide an indication as to how far-reaching a brand’s influence truly is, which will give you a better understanding of your customers and target audience. To optimize campaigns, it’s essential to stay on top of your reach and impressions because they give insights into the visibility and engagement you’re driving from each campaign.
Earned media metrics #3: Engagement & Conversation Rate.
Engagement and conversation rates measure the total number of interactions that occur with a piece of earned media as well as the level of response from customers. This can include things like video views, likes, shares etc. Understanding user engagement with your content will help you better understand how people feel about your brand and its products or services.
By tracking this metric, you can gain insights into which campaigns are having an impact on building relationships with your target audience and which need improvement.
Earned media metrics #4: Website Traffic & Lead Generation.
Once you’ve earned media coverage, the next step is to measure what kind of website traffic and leads those stories generate. You can track this by looking at metrics such as referral traffic from a specific URL, the total number of leads generated, or time spent on a specific page.
Having a clear picture of how visitors are engaging with your website as a result of your earned media efforts will give you an idea of whether or not you’re reaching the right audiences and successfully converting them into customers.
Earned media metrics #5: Long-Term Memory Effects.
Measuring the long-term effects of earned media coverage is essential in determining the ultimate success of your campaigns. Techniques like social listening, keyword tracking, and sentiment analysis can help you understand how people are reacting to your brand weeks or even months after an earned media story ran. This allows you to see how well your stories were able to resonate with customers and build a lasting impression on them.
Conclusion
Earned media, which you now know is any positive digital exposure generated through personal or public recommendations, is the most difficult marketing tactic to be successful at because you have little control over it.
If you want to try to acquire more earned media, create engaging content; nurture relationships with brands, media members, and journalists; provide satisfactory customer service; and encourage members of your organization or business to share your products.