The answer is YES!

The importance of earned media is huge.

First let’s start off with a solid definition of what earned media really is.

Definition: Earned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Improving upon and leveraging owned media efforts often increases the effectiveness of paid media and earned media for online businesses.

More specifically, earned media –  If owned media sites are the destination then earned media is the vehicle that helps people get there. What good is a website or social media site if no one is seeing or interacting with it?

That’s where earned media comes in. Earned media is an essentially online word of mouth, usually seen in the form of ‘viral’ tendencies, mentions, shares, reposts, reviews, recommendations, or content picked up by 3rd party sites.

Earned media includes:

  • Email marketing campaigns such as company newsletters.
  • Blogs and other owned content. Content marketing efforts can be either owned or earned, and sometimes a combination of both.
  • Social media posts including Facebook, Instagram and Twitter. Other social media — such as shares, comments, and retweets — falls under earned media.

One of the most effective driving forces of earned media is usually a combined result of strong organic rankings on the Search Engines, and content distributed by the brand. Rankings on the first page of the search engines place your owned media sites and content links in a position to receive higher engagement and shares, which is why a good SEO strategy is crucial.

When it comes to brand content, interesting, informative content can come in all shapes and sizes. Whether it be a blog, infographic, video, press release, webinar or e-book, the bottom line is that the content has to be targeted towards a specific end user in order to receive the valuable earned media; which is why a great content strategy is also important.

Now that we have defined earned media let’s point out how should it play into your overall marketing strategy for 2019.  Well, first things first, earned media is simply your brand.

Earned media sites are an extension of your brand and create additional avenues for people to interact with your brand. So it’s important to display the appropriated targeted message.

So in a nutshell, everything you create essentially defines your business online. This brings us to something else very important to mention.  While content is great it is also very important to ensure that you have established your exact target audience.

Speaking to your audience is key in seeing conversions and establishing that engaging relationship with the end user. By developing a relationship you create the trust needed for the end user to take action.

Today end users are flooded with offers, people telling them that their stuff is the best, etc. So to be quite frank, to see conversions you must define your ideal audience and speak to them so they will take action.

Let’s face it at the end of the day it’s all about conversions right?

We think so!  So it’s time to create an awesome earned media strategy in 2019.

IMPORTANT TIP: Be sure to really define your target audience.  Be very specific! If you do not know who you are speaking to then how can you expect them to listen? Much less take action.

Do you want to blow it out of the water in 2019?

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