Why earned media content should be part of your marketing strategy

In the world of marketing and public relations, earning media coverage is one of the most valuable assets a brand or business can attain. Earned media coverage refers to the publicity a company receives through media channels that are not paid for. This can include articles in newspapers or trade magazines, media interviews, and social media mentions. While sponsored content can be effective, earned media coverage has the unique power to build trust, increase visibility, and establish credibility.

Why is earned media coverage so important? Earned media coverage provides third-party validation. When a trusted news source or influencer shares a story about a company, it carries more weight than an advertisement created by the company itself.

Through media relations, and cultivating relationships with journalists and influencers, a company can increase the likelihood that they will be featured in news stories and other media channels. As a result, earned media coverage can have a significant impact on a company’s search engine rankings. When a news story links back to a company’s website, it can improve the website’s authority and visibility in online searches, thereby increasing traffic and conversions for the company.

In addition, earned media coverage can help increase brand awareness by reaching a wider audience. When a company is mentioned in the media, it exposes the brand to new potential customers who may not have heard of the company or its products previously. This exposure can lead to increased website traffic, social media engagement, and ultimately, sales.

Customer loyalty can also improve thanks to the benefits of earned media. This is because customers are more likely to continue doing business with a company that is recognized and respected within their industry or field of expertise. 

Earned media coverage is a powerful tool for building brand awareness, enhancing credibility, and increasing customer loyalty. The positive reputation that is established through earned media coverage can impact future sales and business opportunities. 

If your business is not currently incorporating earned media coverage as part of your marketing strategy, you may be missing out on a valuable opportunity to grow your business and expand your market reach.

To learn more about how Eclipse Media Group can help you incorporate earned media coverage into your PR and marketing strategy, contact us via this link.