With the rise of social media, businesses are presented with more opportunities to communicate with their customers than ever before. However, the advantages of earned content - also known as media coverage, earned media and media relations. Earned coverage is not bought. Earned content is still unmatched. Earned content is one of the most effective ways to get your brand in front of the right audience. Although the value of earned content is widely accepted, it is hard to get. It requires a lot of hard work, patience, connections and persistence.
One of the primary reasons why earned content is so challenging to obtain is that it is highly competitive. Journalists are inundated with pitches from business owners and public relations professionals every day. Journalists and editors have limited time and resources to sift through these pitches and select the ones that are most relevant and valuable to their audience.
Earned content’s implied third-party endorsement is what makes it so powerful. We like to call this the J.D. Power effect. If I say I am good that is bragging. But if J.D. Power’s writes a story about me and says I am good that is an endorsement – proof.
But, earning content doesn’t come without a cost, time, effort, and manpower, specifically for small businesses. Third-party validation is a badge of credibility, but it comes at the price of building relationships with journalists, prospecting media outlets, and crafting newsworthy pitches. Takes a lot of time, energy, and creativity. One thing that businesses can do to maximize returns on earned content is to repurpose the content through owned media channels. For example, a blog post that earned organic traffic can be amplified through social media, e-mail newsletters, and re-purposed into an infographic or a video. Repurposing the content exponentially expands the reach and frequency of the message.
Earned Content Amplification
No question getting earned content has become more and more challenging. So when you earn coverage, it's important to maximize its value and extend its shelf life for as long as possible.
Content amplification, or repurposing, is a way to take one piece of content and use it in various paid, shared and owned media.
Why Brands Can't Use Media Relations Alone
Without fail, we always have a few prospects every year that only associate public relations with media relations. And to be fair, that is all we did in our first seven years in business. The problem with putting all of your eggs in one basket is that it takes much work to measure the impact of media relations.
The fact remains that measuring the impact of media relations can be a very challenging task. We invest significant time and resources into building relationships with journalists and getting their message out to the public. However, determining the exact ROI on said placements can be tricky.
Compared to other marketing efforts, linking media relations to increased sales or revenue is very difficult. Instead, the impact is more indirect, such as increased brand awareness or improved reputation. Additionally, media coverage can have varying levels of impact on different audiences, making it difficult to measure the overall effectiveness.
However, despite these challenges, the significance of earned content cannot be overstated. After all, media relations is the "fun" part of PR and can be very effective depending on your objectives.
Source: SpinSucks
Using the PESO Model for Earned Content Amplification
Brands must use more than media relations to reach their target audience efficiently. That's where the PESO model comes into play. The PESO model is an acronym for paid, earned, shared and owned media. This innovative approach combines the power of paid, earned, shared, and owned media to create a comprehensive marketing strategy that ensures maximum impact.
By leveraging all four media types, brands can reach their target audience through various channels, making their message heard loud and clear. Using the PESO model, brands and organizations can develop a cohesive media strategy that maximizes their earned content exposure while utilizing paid, shared, and owned media channels. This approach ensures that they reach their target audiences more effectively and efficiently. Earned content amplification through the PESO model is an ideal way for brands to extend the life of their earned content placements.
Earned Content Amplification
So, how can earned content work in paid, owned and shared media?
We like to say that earned content's point of origin doesn't always matter – it's how you amplify (repurpose) your earned content coverage utilizing various techniques to expand its reach and impact. Let me explain.
17 Ways to Amplify Your Earned Content Coverage
Once a news article is published or aired, let's look at 17 ways you can amplify it:
Brand's Blog
Writing a blog post based on your earned content coverage can be an effective way to add more value and extend the reach of that story you worked so hard for. Reusing it allows you to dive deeper into certain topics while keeping up with relevant updates, ensuring the content is always fresh and engaging. In addition, regularly revisiting press mentions in this manner helps keep them alive beyond their initial publication date - make sure that any new headlines or data used are unique from before.
eBook
You can amplify your earned content story in a dynamic eBook that showcases it creatively and engagingly. From including quotes from the media coverage to incorporating visuals and infographics that highlight key takeaways, you can make your eBook visually appealing and informative.
Email Campaign
Create a dedicated email campaign highlighting the placement, and send it to your subscriber list. Ensure to emphasize your product or service's key takeaways and benefits. Remember to track your email metrics to see how your campaign is performing.
Email Signature
Use your email signature as an invitation to discover the press coverage you've earned! Readers can investigate what others are saying about your work with just a few clicks. Keep it fresh and rotate the link every month or two; maintaining relevance is key to spreading awareness of your successes.
Guest Posts/Contributed Content
You may consider reaching out to other blogs or websites in your industry to share the placement with their audience.
Homepage
For years, brands have used news placements as social proof on their website under the banner: As Seen In. While using press logos has started to fade from prominence due to visitor' banner blindness,' it still warrants a mention.
LinkedIn Story
You can create a captivating LinkedIn story with your earned content placement as the highlight, establish yourself as a thought leader in your industry, and grab the attention of potential customers and collaborators alike.
Newsletter
Include your earned content placement in your monthly or quarterly newsletter. Ensure to introduce the article with an eye-catching headline and a summary that entices the reader to click through. Consider using quotes or images from the placement to emphasize its value further. Additionally, including a call-to-action at the end of the article can encourage readers to share with others, effectively increasing its exposure even further.
Newsroom
To maximize the impact of your earned content placements, we recommend that every brand integrate them into their website's newsroom. Include keywords in your article's summary that capture the key takeaways. Your newsroom attracts not only journalists but customers as well. According to Online Newsroom Survey Report, 98% of journalists say online newsrooms are somewhat important, as is the ability to search news archives within the newsroom.
Paid Media
Maximize the impact of your news placement with strategic, targeted paid campaigns. For a relatively small investment, you can reach audiences that might be difficult otherwise. Create an ad to show people in trade publications or associations who may have an interest in what you offer; targeting fans of competitors is also possible using specialized tools.
Pitch Deck
Be sure you include earned content placements in your pitch deck. After all, earned content is third-party validation of your brand, products or services. To amplify these placements, you'll need to include key elements such as the publication's name and the article's date and headline. Additionally, you'll want to highlight any key quotes or statistics that make the placement stand.
Pitches
The key to using your earned content clip in a pitch is to expand on it with additional information or value. Start by highlighting the placement and its significance. Be sure to include relevant statistics or quotes that lend credibility to the story. From there, add something new to the pitch that wasn't included in the initial placement. This new angle or perspective could build upon the initial story. To make your pitch stand out, focus on the unique value that you bring to the table as a business or individual.
Public Speaking
The impact of a well-earned content placement can be amplified even further by incorporating it into public speaking engagements. To make this method effective, it's important to include the earned content placement in the speech and seamlessly weave it into the narrative. Moreover, it's important to make it stand out by highlighting key points and memorable quotes from the earned media feature. Incorporating earned content placements into public speaking engagements with the right tone and delivery can become a powerful tool in your marketing arsenal.
Share Internally
It's important to make sure your team members understand the successes your company has achieved. To maximize exposure of good news, a monthly summary email is an effective tool for ensuring everyone in-house stays informed and can share positive press with their networks.
Social Media
One of the most effective ways to amplify earned content coverage is to leverage your social media platforms. By sharing the placement on your company's accounts, you'll be able to reach a wider audience and promote your brand's message. Including key elements in your social media post, such as a headline and call-to-action, increases engagement. Also, encourage your employees to share your brand's social media posts. Finally, track metrics such as likes, shares, and clicks to measure success to evaluate the placement's impact.
Social Media Influencers
Identify the relevant social media influencers in your industry and contact them. Offer them exclusive content and sneak peeks to share with their followers. Make it easy for them to share the earned content placement by providing shareable images and captions.
Webinar
One powerful way to amplify your earned content clip is to incorporate it into a webinar. First, clearly state the media placement, creating the context for the audience. Then weave in the insights and expertise you shared during the initial interview, providing additional value and illustrating your thought leadership. By amplifying your earned content placement through a webinar, you can ensure your insights reach a broader audience and further solidify your brand's authority.
Amplification
TrizCom PR is a very big fan of the powerful PESO model. The PESO (paid, earned, shared and owned media) model has revolutionized how TrizCom PR does business. We have witnessed firsthand its positive impact on a company's success. By combining paid, earned, shared, and owned media, we have elevated our partner brands and reached a wider audience. This innovative marketing approach has allowed us to break through the noise and connect with target customers more meaningfully.
earned content is one of the most effective ways for businesses to get their message in front of the right audience. However, it is challenging, and it requires a lot of hard work and persistence. Nonetheless, it is powerful in building credibility and authoritativeness, especially if repurposed through paid, owned and shared media channels.
With TrizCom PR, you can trust that your brand is in good hands. From ideation to dissemination, our team provides you with the best PR services in the industry. Don't just take our word for it - experience the TrizCom PR difference for yourself.
Ready to take your brand to new heights with our unparalleled PR services? Get in touch with us today to learn more about our PR services and discover how we can help your organization achieve its objectives. Let TrizCom PR pave the way to success for your brand.
TrizCom Public Relations is an award-winning, full-service digital PR firm specializing in national PR. Pitch PR, a division of TrizCom PR, focuses on press release distribution with a pitch.
Everyone has a story to tell; let us be the ones to tell yours. Let's get to work.
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