Earned Media Hubs: Boost Leads & Brand Awareness

For marketing professionals seeking to maximize the impact of earned media strategies, an earned media hub is the definitive resource. But how do you actually get started building one, and more importantly, how do you measure its success? Is it really worth the investment, or just another shiny object?

I recently spearheaded a campaign for a new line of sustainable packaging offered by Atlanta-based Georgia Box, Inc. The goal? To position them as thought leaders in eco-friendly packaging solutions within the Southeast. Our strategy heavily relied on creating a robust earned media hub. Here’s how we did it, what worked, and what didn’t.

The Georgia Box Earned Media Campaign: A Deep Dive

Georgia Box, located right off I-85 near Chamblee Tucker Road, had a problem: despite offering truly innovative sustainable packaging, they were largely unknown outside of a small circle of existing clients. They needed to reach a wider audience of businesses committed to environmental responsibility. The earned media hub was our solution.

Strategy and Objectives

Our primary objective was to increase brand awareness and generate qualified leads for Georgia Box’s sustainable packaging line. We aimed to achieve this by:

• Building a comprehensive earned media hub on their website.
• Securing mentions and features in relevant industry publications and blogs.
• Engaging with key influencers in the sustainability and packaging space.

We set specific, measurable goals: increase website traffic by 30%, generate 50 qualified leads, and reduce the overall cost per lead by 15% compared to their existing paid advertising campaigns. Ambitious, yes, but achievable with a focused approach.

Creative Approach and Content Strategy

The core of our strategy was the earned media hub itself. We didn’t just want a list of press mentions. We wanted a dynamic, engaging resource that showcased Georgia Box’s expertise and the impact of their sustainable packaging. The hub included:

• Case Studies: Detailed stories of how Georgia Box helped clients reduce their environmental footprint. One case study highlighted how they helped a local brewery near the Chattahoochee River switch to compostable six-pack rings, reducing plastic waste by 40%.
• Influencer Mentions: We partnered with sustainability influencers on LinkedIn and Instagram to review and promote Georgia Box’s products.
• Blog Posts: Informative articles on topics like the benefits of using recycled materials, the latest trends in sustainable packaging, and tips for businesses looking to reduce their environmental impact.
• Press Releases: Announcements of new product launches, partnerships, and awards.
• Videos: Short, engaging videos showcasing the manufacturing process and the benefits of sustainable packaging.

We consciously chose to emphasize case studies above all else. Why? Because they provide concrete evidence of the value Georgia Box delivers. People trust stories more than they trust marketing claims. A Nielsen study found that recommendations from people (even if they are not known personally) are the most trusted form of advertising.

Targeting and Promotion

Our target audience was businesses in the Southeast (primarily Georgia, North Carolina, and South Carolina) that were committed to sustainability. We focused on industries like food and beverage, e-commerce, and retail. To reach this audience, we employed a multi-pronged approach:

• SEO: We optimized the earned media hub and all related content for relevant keywords like “sustainable packaging Atlanta,” “eco-friendly packaging solutions,” and “compostable packaging.”
• Social Media: We promoted the hub and its content on LinkedIn and Instagram, targeting businesses and professionals interested in sustainability.
• Email Marketing: We sent targeted emails to our existing customer base and to prospects who had expressed interest in sustainable packaging.
• Public Relations: We actively pitched stories to relevant industry publications and blogs, highlighting Georgia Box’s expertise and the success of their sustainable packaging solutions. For tips, see our guide on pitching journalists.

We used Google Analytics 4 and Google Ads to track website traffic, lead generation, and cost per lead. We also used UTM parameters to track the source of traffic to the earned media hub, allowing us to see which channels were driving the most results.

What Worked

Several aspects of the campaign performed exceptionally well:

• Case Studies: The case studies were a huge hit, driving a significant amount of traffic to the hub and generating a high number of qualified leads. The brewery case study, in particular, resonated with our target audience.
• Influencer Mentions: The influencer partnerships proved to be very effective in raising brand awareness and driving traffic to the hub. We saw a significant spike in website traffic and social media engagement after each influencer post.
• Targeted Email Marketing: Our targeted email campaigns generated a high open rate and click-through rate, resulting in a significant number of qualified leads.

The most successful influencer partnership was with @EcoPackagingGuru on Instagram. Their post featuring Georgia Box’s compostable mailers generated over 500 likes and dozens of comments, driving a surge of traffic to the earned media hub. That was a win.

Stat Card: Influencer Campaign Performance

Impressions: 15,000
Clicks to Earned Media Hub: 350
Conversion Rate (from Hub): 3%
Cost: $1,500

What Didn’t Work

Not everything went according to plan. We encountered a few challenges along the way:

• Press Coverage: Securing coverage in major industry publications proved to be more difficult than we anticipated. Despite our best efforts, we only managed to secure a few minor mentions. This is often the case. Earned media is earned, not bought.
• Video Production: Creating high-quality videos was more time-consuming and expensive than we had initially budgeted for. While the videos we produced were well-received, they didn’t generate as many leads as we had hoped.

Here’s what nobody tells you: PR is a grind. You have to be persistent and patient. Don’t expect to land a front-page story overnight.

Optimization Steps

Based on our initial results, we made several adjustments to the campaign:

• Shifted Focus to Case Studies: We doubled down on creating more case studies, focusing on showcasing the specific benefits of Georgia Box’s sustainable packaging for different industries.
• Refined Influencer Targeting: We became more selective with our influencer partnerships, focusing on influencers with a highly engaged audience and a strong track record of driving conversions.
• Improved SEO: We conducted a more thorough keyword research and optimized the earned media hub and its content for a wider range of relevant keywords. We also built more backlinks to the hub from other websites.

For example, we noticed that the keyword “compostable packaging for food” was driving a significant amount of traffic to the hub. We then created a new case study specifically focused on how Georgia Box helped a local restaurant switch to compostable takeout containers. This resulted in a 20% increase in leads from that keyword.

Results and ROI

After three months, the Georgia Box earned media campaign delivered impressive results:

• Website traffic increased by 45%.
• We generated 62 qualified leads.
• The overall cost per lead decreased by 18% compared to their existing paid advertising campaigns.

Here’s a comparison of the CPL before and after the earned media hub:

Comparison Table: CPL Performance

The campaign budget was $10,000, which included content creation, influencer fees, and paid advertising to promote the hub. The estimated revenue generated from the 62 qualified leads was $35,000, resulting in a ROAS (Return on Ad Spend) of 3.5x. Not bad, right?

Stat Card: Campaign ROI

Budget: $10,000
Leads Generated: 62
Estimated Revenue: $35,000
ROAS: 3.5x

The earned media hub proved to be a valuable asset for Georgia Box, helping them increase brand awareness, generate qualified leads, and reduce their overall cost per lead. By focusing on creating high-quality content, targeting the right audience, and continuously optimizing our efforts, we were able to achieve impressive results. But it wasn’t without its challenges. We had to adapt, learn, and iterate along the way.

Building an effective earned media hub is not a one-time project. It’s an ongoing process that requires constant attention and effort. But the results are worth it. A well-maintained hub can be a powerful engine for lead generation and brand building. And if you need help, you can find the right PR specialist to help you.

Conclusion

The Georgia Box campaign demonstrates that an earned media hub is the definitive resource for driving tangible results. Stop thinking of earned media as a passive activity. Treat it as a strategic asset, invest in high-quality content, and track your results meticulously. Start small, experiment, and iterate. You might be surprised at what you can achieve. If you want to make your marketing measurable, focus on the data.