Surprisingly, there is a significant overlap between owned and earned media. In most cases, brands earn media by offering high-quality products and services, delivering valuable content to their audience, participating in community efforts, and/or “disrupting” a market.
Earned media is, for the most part, synonymous with public relations (PR) and word-of-mouth marketing (WOMM). It could come in the form of newspaper and online publication coverage, positive reviews, reposts/retweets, backlinks, and recommendations/referrals.
To earn media faster, compose press releases to highlight company news, offer industry insights to digital journalists, cultivate a valuable body of content on your website worth linking back to, and utilize the power of influencer marketing. By doing this, you’ll expedite the laborious process of earning the trust of your target marketing by producing more authentic, high-quality user generated content (UGC). In fact, a study by Neilsen found that 92 percent of consumers said they trust earned media (such as word-of-mouth and recommendations from friends and family) above all other forms of advertising!
Influencer marketing is a great example of how paid and earned media overlap. This strategy combines third party validation, testimonials, and subtle sponsored posts to promote a brand’s products or services. However, leading influencers won’t post about a product or service unless they truly believe in it.
As a result, brands can build trust with their target market and collect a higher quality and quantity of UGC. When brands take advantage of ApexDrop’s services, they’ll also maintain a high level of control over who is representing their products and how they’re doing it.
This is not to say, however, that an influencer is ever forced to post. In a case where he or she is not satisfied with the product or service, a market research survey will be completed—at no cost to the brand—in place of a post to help improve the product.