Among the key pillars of the content marketing ecosystem are owned, earned and paid media. While owned content is what you create and control (like blog posts, videos, podcasts, long-form articles and ebooks), earned media refers to the external validation you receive, such as media coverage, guest articles, social shares and influencer endorsements. Achieving earned media coverage can significantly amplify your content’s reach and impact. Here’s a guide on how to get more mileage from your owned content by securing earned media coverage.
1. Create Quality Content: Before you can get anyone to cover your content, it must be of high quality. Quality content is relevant, engaging and provides value to the audience. This not only attracts consumers but also catches the attention of journalists, bloggers and influencers who are always on the lookout for noteworthy material.
2. Build and Foster Relationships: Networking is crucial. Establish relationships with journalists, influencers and bloggers in your industry. Share their content, engage with them online and attend industry events. Strong relationships will lead to more organic mentions and shares.
3. Leverage Social Media: Promote your content vigorously on your social channels. When your content gains traction and is shared widely, it is more likely to catch the eye of media professionals. Use relevant hashtags, engage in conversations, and even run targeted ads to promote your top content.
4. Write Guest Posts: By contributing articles to reputable industry websites, blogs or media outlets, you position yourself as a thought leader. This not only exposes your content to a wider audience but also builds your credibility, making it more likely for your content to be shared or covered by others.
5. Craft a Compelling Pitch: When reaching out to journalists or influencers, tailor your pitch to make it relevant to them. Offer fresh angles or insights, and explain why your content is relevant to their audience. Be concise, respectful and always follow up (but not too much) if you don’t receive a response.
6. Use Real-time Moments: If there’s breaking news or trending topics related to your industry, leverage these moments to pitch your content. Journalists often need expert insights or opinions when such events occur, making it a perfect opportunity for your content to get covered.
7. Monitor and Measure: Using media monitoring tools, keep an eye on where and how often your content is mentioned. This will help you measure the impact of your earned media efforts and understand what’s working and what isn’t.
8. Engage & Thank Your Advocates: When someone shares or covers your content, engage with them. Express gratitude, share their coverage and nurture the relationship. These advocates can become long-term allies in your earned media efforts.
In conclusion, securing earned media coverage for your owned content isn’t just about luck or having a vast network. It’s about creating valuable content, building genuine relationships, leveraging real-time opportunities and being proactive in your outreach. When done correctly, the ROI of your earned media efforts can be substantial, extending the lifespan and reach of your owned content like never before.
Copyright © 2023, Stefanie M. Marrone. All Rights Reserved.
National Law Review, Volumess XIII, Number 274