Businesses are always searching for ways to stand out. While paid media and owned content play a significant role, there’s another powerful element that often gets overlooked—earned content. In this blog post, we’ll explore the power of earned content and how it can propel your brand forward organically.
What is Earned Content?
Earned content, also known as earned media, is the exposure a brand receives through word-of-mouth, social media mentions, shares, reviews, and user-generated content without directly paying for it. Unlike paid content (advertisements) or owned content (your website, blogs, or social media channels), earned content comes from external sources and is often seen as more credible by consumers.
Examples of earned content include:
- Positive reviews on Yelp or Google
- Mentions on social media platforms
- Shares or reposts of your content by others
- Media coverage in articles or blogs
- Influencer shoutouts that aren’t sponsored
Why is Earned Content Important?
Earned content is a powerful form of marketing because it’s based on trust and authenticity. Consumers are more likely to believe recommendations from real people than from a brand’s direct advertisements. According to a Nielsen survey, 92% of consumers trust earned media over all other forms of advertising.
Moreover, earned content amplifies your reach without additional cost. A customer sharing their experience on social media or leaving a review acts as a free endorsement, expanding your brand’s visibility. This organic promotion can lead to an increase in brand awareness, website traffic, and ultimately, conversions.
How to Leverage Earned Content for Your Brand
- Encourage User-Generated Content (UGC) UGC is a form of earned content where customers create content that promotes your brand. This could be as simple as sharing photos with your product or writing a blog post about their experience. Encourage your customers to share their stories by running campaigns or using branded hashtags.
- Foster Relationships with Influencers and Micro-Influencers While paid influencer partnerships are common, earned mentions are even more valuable. Building genuine relationships with influencers who align with your brand can result in organic mentions that resonate more with their audience.
- Deliver Exceptional Customer Experiences The foundation of earned content is satisfied customers. By delivering excellent customer service and high-quality products, you encourage people to talk about your brand. Whether through word-of-mouth, social media shoutouts, or reviews, happy customers are your best marketers.
- Monitor and Engage on Social Media Social media is a hub for earned content. Monitoring your brand mentions and engaging with your audience shows that you value their feedback. Responding to comments, sharing user content, and acknowledging your followers fosters a community around your brand, encouraging more earned media.
- Leverage Positive Reviews Online reviews are a critical form of earned content. Encourage satisfied customers to leave reviews on platforms like Yelp, Google My Business, and TripAdvisor. Respond to both positive and negative reviews to show that you care about customer feedback.
- Capitalize on Media Coverage If your brand receives media attention, amplify it! Share these earned media mentions on your owned channels, like your website or social media platforms, to further boost credibility.
The Role of Earned Content in a Balanced Marketing Strategy
While paid and owned content are essential elements of a marketing strategy, earned content provides the authenticity that modern consumers crave. It’s not something you can control directly, but by fostering positive relationships with your customers and community, you can create an environment where earned content thrives.
A balanced marketing strategy combines paid, owned, and earned content, with each playing a unique role. Paid media drives immediate traffic, owned media provides consistent value, and earned content enhances trust and credibility. Together, these elements create a well-rounded approach that maximizes reach and influence.
Earned content is an invaluable asset for any brand looking to build authentic connections with their audience. By focusing on customer satisfaction, fostering community, and encouraging organic content creation, you can leverage earned content to enhance your brand’s reputation and drive long-term success.
Invest in your relationships with customers, and they’ll invest in your brand by spreading the word—for free.
