There’s a shocking amount of misinformation surrounding marketing and community building, especially when earned media is involved. Many believe that earned media is simply “free advertising,” but that couldn’t be further from the truth. What if I told you that earned media, when strategically integrated with community building, can generate a 5x return compared to paid campaigns?
Key Takeaways
- Earned media is about building trust and relationships, not just getting free coverage; focus on providing value to journalists and influencers.
- Community building amplifies earned media efforts by creating a loyal audience that actively shares and promotes your brand’s message.
- Case studies analyzing successful earned media campaigns consistently show that authenticity and transparency are critical for long-term success.
- Don’t chase vanity metrics; instead, track engagement, sentiment, and the impact on your brand’s reputation and customer loyalty.
Myth 1: Earned Media is Just Free Advertising
The misconception: Earned media is simply a way to get free advertising for your brand, product, or service. Just send out a press release and watch the media coverage roll in, right?
Wrong. So wrong.
Earned media is fundamentally different from advertising. Advertising is paid for and controlled. Earned media is, well, earned. It’s the result of building relationships with journalists, bloggers, and influencers, and providing them with information that is genuinely newsworthy or valuable to their audience. A Nielsen study found that consumers are 90% more likely to trust recommendations from people they know (earned media) over brand advertising.
I had a client last year, a small software company based here in Atlanta, who thought they could just blast out press releases to every tech blog under the sun and get instant coverage. They were sorely disappointed. They got almost no traction. We then shifted gears, focusing on building relationships with a few key industry journalists. We offered them exclusive access to our product roadmap and connected them with our CEO for in-depth interviews. This resulted in several high-quality articles in publications like TechCrunch and Wired, which drove significant traffic and leads. The difference? Authenticity and value.
Myth 2: Community Building is a Waste of Time
The misconception: Community building is a fluffy, feel-good activity that doesn’t contribute to the bottom line. It’s better to focus on direct sales and marketing efforts.
This couldn’t be further from the truth. A strong community can be a powerful engine for growth, especially when it comes to amplifying earned media efforts. Think of your community as your brand’s army of advocates. When you earn positive media coverage, your community members will be the first to share it, comment on it, and amplify it across their own networks. This creates a snowball effect, extending the reach and impact of your earned media efforts.
We see this all the time. A recent IAB report highlighted that brands with active and engaged communities experience a 30% higher customer retention rate. Community members are also more likely to provide valuable feedback, which can inform product development and marketing strategy. For more on this, see our article on audience engagement and brand protection.
Myth 3: All Press is Good Press
The misconception: Any media coverage, regardless of its tone or content, is beneficial for your brand. The more mentions you get, the better.
While it’s true that increased brand awareness can be helpful, not all press is created equal. Negative press can be incredibly damaging, especially in today’s hyper-connected world. Just think about the recent backlash against several companies who were found to be using AI-generated content without proper disclosure. The resulting media coverage was overwhelmingly negative and led to significant reputational damage.
Furthermore, even seemingly “positive” press can be detrimental if it’s not aligned with your brand values or target audience. For example, getting featured in a publication that primarily caters to a different demographic than your target market might not generate the desired results. It’s important to be selective about the media outlets you target and to ensure that any coverage you receive is accurate, fair, and aligned with your brand messaging. This aligns with our guide on avoiding trending topic traps.
Myth 4: Earned Media is a One-Time Thing
The misconception: Once you’ve secured a few media mentions, you can sit back and relax. Your work is done.
Earned media is not a one-and-done activity. It’s an ongoing process that requires consistent effort and relationship building. Journalists and influencers are constantly bombarded with pitches, so you need to stay top of mind by providing them with valuable information and resources on a regular basis. This could involve sharing industry insights, offering exclusive access to your team, or simply being a reliable source of information.
Building a strong community also requires ongoing engagement. You need to actively participate in conversations, respond to questions, and provide value to your members. This will help foster a sense of loyalty and encourage them to become brand advocates.
Myth 5: Metrics Don’t Matter, Just Get the Coverage
The misconception: The only thing that matters in earned media is the number of articles or mentions you get.
Vanity metrics are dangerous. It’s easy to get caught up in the number of mentions, but that doesn’t tell the whole story. What really matters is the impact that earned media is having on your brand’s reputation, customer loyalty, and bottom line. Are people talking about your brand in a positive way? Are they engaging with your content? Are they becoming customers? To really prove the value of your work, focus on marketing ROI.
We had a client, a local bakery on Peachtree Street near Lenox Square, who focused solely on the number of Instagram followers they had. They weren’t tracking engagement or sentiment. When we started working with them, we implemented a system for tracking key metrics like brand mentions, sentiment analysis, and website traffic. We also started monitoring online reviews and social media conversations. This gave us a much clearer picture of the impact that their earned media efforts were having. We discovered that while their follower count was high, engagement was low and many of the followers were not local. By focusing on more meaningful metrics, we were able to refine their strategy and achieve better results.
Here’s what nobody tells you: earned media and community building are interdependent. One without the other is like peanut butter without jelly. You need both to create a truly successful marketing strategy.
By dispelling these common myths, you can approach marketing and community building with a more strategic and effective mindset. Focus on building authentic relationships, providing value, and tracking the metrics that truly matter. Also, don’t forget that data-driven marketing is key to success.
To truly harness the power of earned media, start small. Identify one or two key journalists or influencers in your niche and begin building a relationship with them. Offer them something of value, whether it’s exclusive access to your product, expert insights, or simply a well-written and informative pitch.
What’s the first step in building a community around my brand?
Start by identifying your target audience and the platforms where they spend their time. Then, create valuable content and engage with them in a meaningful way. Don’t just broadcast your message; listen to their needs and address their concerns.
How do I measure the ROI of my earned media efforts?
Track key metrics like brand mentions, sentiment analysis, website traffic, and lead generation. Use tools like Google Analytics and social media analytics platforms to monitor these metrics over time. Also, consider using a media monitoring service to track mentions of your brand in online publications.
What are some effective strategies for pitching journalists?
Do your research and identify journalists who cover your industry or niche. Craft a compelling pitch that is tailored to their specific interests and audience. Highlight the newsworthiness of your story and offer them exclusive access to your team or product.
How important is transparency in earned media and community building?
Transparency is absolutely critical. Be upfront about your brand’s values and goals. Disclose any potential conflicts of interest. And always be honest and authentic in your communications. Consumers are increasingly skeptical of marketing messages, so building trust is essential.
What are the biggest mistakes companies make with earned media?
The biggest mistakes include failing to build relationships with journalists, sending out generic press releases, focusing solely on vanity metrics, and neglecting to engage with their community. Earned media is about building trust and providing value, not just getting free advertising.
The single most actionable takeaway? Audit your current marketing strategy. Are you treating earned media like advertising? If so, it’s time to shift your focus to building relationships and providing value. Start today.
