The importance of ‘Earned Media’ to luxury lifestyle brands
The media landscape is forever changing, but one thing remains consistent – the importance of ‘earned media’. Within any brand marketing strategy, the benefits this brings to increasing brand awareness is immense. Earned media is publicity generated organically through channels such as news media coverage, content re-shared across social media, or customer reviews – it’s free exposure for a brand. In contrast there are the paid for varieties, including PR fees, paid media, or owned media such as traditional advertising or in-store merchandising.
All these marketing mediums have benefits, however earned media is shown to be one of the most effective ways for brands to build a relationship with their audience. Here are four reasons why:
It’s proven to be the most trusted source of promotional activity – the journalist or influencer chooses to publish the content by choice, without payment. It is an endorsement of the brand or product by that media channel and therefore the most likely to increase credibility and influence a consumer’s purchasing decision.
It’s the most cost-effective marketing method as earned media generated through PR has no direct cost, other than PR fees. A PR agency will create an interesting news story about your product or brand in order to ensure it’s published through media outlets or social channels, via their media relationships.
It benefits SEO – natural backlinks generated through earned media are becoming increasingly seen as one of the most beneficial ways to improve a website’s ranking on Google. Content shared on relevant, trusted, and high-authority web pages that include a link back to the brand’s website is a valuable SEO tool.
It’s the gift that keeps on giving – it’s useful, relevant and engaging lifestyle content can be re-shared or published long after initial distribution. This maintains a steady awareness for the brand. Customers are more compelled to share valuable content with families and friends, which further increases the reach.
A strategic earned media campaign managed by a PR agency is a powerful tool to help businesses stand out from the crowd. It also builds trust and credibility with a brand’s audience, helping to create a connection with potential customers.
Sarah Salord, Director at GEC PR