As account team members, we often find ourselves writing long-form content for our clients, such...
When it comes to mapping out your marketing mix, where earned media lives might seem like an obvious answer: at the top,driving overall awareness and acting as part introduction and part thought leadership on behalf of the brand.
But that’s not the only place it should be. Lining up solid earned media coveragethat tellsyour story is only half the battle.The other half isensuringthat content is amplified to reach the right people at the right times at the right point in theirdecision-makingcycle.
That said, landing a story that reinforces your vision or validates your product or service is tougher than ever before,as the traditional newsroom continues to shrink,leavingfewer resources towritetraditional feature stories.In addition, reporters are working against a never-ending news cycle.The hunger for“of-the-moment”content drives them to deliver on continuous deadlines ranging fromfeature stories toemail newsletters to socialcontent.
This means we need to reset the rules on how we pitch and work with reporters to secure earned content.And,forB2Bmarketers, it meansonce we land a solid piece of content,wemustmakeearned contentworksmarter and harderto make an impact.
Driving consideration, preference and purchase
If it gets in front of the right customers and prospects at the right times,an earned piececan go beyond awareness andplay asignificantrole intheconsiderationphase.However,thiscan’tbe left up to chance.Putting paidsupport behind a solid earned piece will ensure you get more of the right eyes on your content.
When it comes to buildingpreference,a solid story can continue to move a lead through your marketing funnel.Sharing that story on social channels canfurtherextend its life andensure itis reachingthosewho already have you in their consideration set.
By helpingearned content carrythrough your owned channels, you can alsomove engaged audiences topurchase.Earned canalsobe a great purchase or post-purchase confirmation for customers byreinforcingthat theyare“makingthe right choice.”
Jennifer Thomas is a Vice President in Edelman's B2B Marketing and Corporate Communications Group.