Integrating Earned Media into Paid and Owned: An Actionable Guide
In our current overwhelming and fractured media landscape, earned media has proven to be the most valuable type of media. And you don’t just have to take our word for it:
“A recent Northeastern study found that on average, increasing a brand’s social media output of owned media by 10% saw a 7% increase in brand awareness, a 4% increase in customer satisfaction, but only a 3% decrease in purchase intent. The same percentage increase in earned social media output led to significant increases across all three categories.” [PR Daily]
While this doesn’t mean paid and owned media should be discounted in their own importance, it’s clear that it’s more important than ever that you and your team are using an integrated approach to your strategy: Earned media can’t be ignored, kept by itself, or considered immeasurable. It should work next to and with your paid and owned media strategies, both of which have been easier to measure— until now.
The age of Earned Media Management is here, and we aim to show you how you can make the most of yours.
Our new ebook briefly breaks down the types of media most brands have in their strategy in one form or another- paid, earned and owned- then makes the case for why you should be integrating the strategies behind each sooner rather than later.
The industry is shifting from a paid-heavy model to putting more resources behind earned media, as the technology to measure earned media as comprehensively has emerged. How do you do this? You:
The final step- integration- is the main focus of the ebook but you have to fully understand how and why you’re targeting, engaging and measuring the right audience first. Integration involves a seamless transformation of your people, processes and technology. (Well, “seamless” is the dream, anyway.)
If so, we’re ready to take on the challenge.
Sarah A. Parker is the Content Marketing Manager for TrendKite, a Cision company, where she can be found planning, producing and curating content across channels. She previously managed content and social media for several brands, in addition to working as a freelance writer. Find her on Twitter @SparkerWorks where she is happy to talk all things integrated PR and social media strategy, and mastiffs.
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