(Contributed to by Jessica Curley)
Business marketers rely on three forms of media coverage to boost their brands: paid, owned and earned. Paid and owned media are reliable marketing methods since the business controls them. However, earned media offers an outside perspective that complements the other press, and it’s always free! When you see an unpaid brand endorsement, it adds legitimacy to the product and elevates its perceived value. Many consumers trust the word of other buyers, so earned media yields significant influence. Not only is earned media a credible form of coverage, but it also allows you to position your brand to desired audiences effectively. When people shop for products, they often choose a trustworthy brand that resonates with them, and earned media is the best way to solidify that trust.
Media coverage is a powerful marketing tool. It displays your message to a broader audience and establishes credibility. When your brand scores attention in a popular outlet, it can have a more substantial impact than a paid advertisement. Plus, your target audience is more likely to tune in when the coverage comes from an independent source. Take Apple, for instance; they receive the most press in the mainstream news, taking up 15.1% of all technology stories. Google came in second place with 11.4% of coverage and Twitter with 7%. All of the stories written about Apple describe the brand as “innovative and superior.” Positive media coverage is the best way to distinguish yourself from competitors in the industry, and Apple reflects that.
Once you secure beneficial press, you must act on it. Many companies make the mistake of basking in their short-term fame and then let the news fade away. To maximize the impact of favorable media coverage, extend it to other owned channels such as social media, website, blog and email. The positive coverage will reinforce your brand message and convince consumers to choose you over competitors.
To earn compelling media coverage and maximize its results across various channels, contact Decibel Blue today.
Tyler Rathjen is a partner in Decibel Blue, where he leads some of its highest-profile lifestyle clients. Whether developing strategic marketing plans, establishing creative programs, or managing digital, advertising, social media, influencer and branding projects, Tyler has a wealth of communications expertise. Tyler began his career with Decibel Blue in 2006 and has since overseen the launch of more than 120 franchises across the nation, including 80 Dunkin’ Donuts stores.
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