So far we have elaborated on how to create owned media (website/app, social media, content, email) and paid media (PPC) plans by giving you some tips and essential information throughout the way.
As the name implies, earned media (in other words free media) is the content that your brand earned, but which it isn’t paid for. Shares, reposts, (digital) word of mouth, reviews, or recommendations can be listed as earned media. So actually it is driven by organic search engine rankings for your content and when practiced well, it is one of the best ways to drive related traffic to your website.
An earned media marketing strategy consists of some methods such as social bookmarking, republishing, backlink activities, and guest posting. We will elaborate on these issues below with some tips, where we explain how to fill out the Earned Media tactic fields.
Before you start our guide, you can also check our article from the following link to have a comprehensive understanding of earned media marketing:
Now let us walk you through the entire process of creating an Earned Media plan through our online learning platform: the Growth Marketing Hub. And don’t worry if you don’t have an established brand. The Growth Marketing Hub is designed to give you the opportunity to exercise each module and process so that you can just practice and learn.
You might need the data from your Growth-Driven Marketing Strategy input (full brand check-up, personas, positioning, etc.) in order to create your Earned Media plans. Before you start, please make sure you have completed the previous stages on the Growth Marketing Hub.
For those who don’t have an established brand, or if you haven’t completed the previous steps, you can use the Growth Marketing Hub to simply exercise each module and process.
We start with the “Earned Media Planning” menu at the Growth Marketing Hub panel and select the “Create a New Earned Media Tactic” box.
With this module, you will exercise and learn the important points to consider when creating an earned media plan.
At this step, you can either choose one of the brands/products you have created at the “Internal Checkup” phase- from the dropdown menu, or you can easily create a new brand.
Select an existing brand:
Or create a new brand:
Click “NEXT STEP” to proceed.
Again, you can choose one of the personas you have created in the “Persona Creation” phase from the dropdown menu, create a new persona, or simply choose all personas.
Choose an existing (specific) persona:
Create a new persona:
Choose all personas:
Click “NEXT STEP” to proceed.
Let’s say we are planning to republish an existing article on Medium.com.
Related growth metrics: Earned media is all about referral metrics. So you can choose visits from referral websites, conversions from referral websites, conversion quality from referral websites, etc.
You can see all of your created Earned Media Tactics on this screen. The first tactic you see on the display will be the last one you created.
You can also create a new tactic, search for a tactic, copy, print, and download your plan as an excel sheet or PDFs, or remove the tactics you have completed or want to delete from the list.
When you click “details”, you will access the tactic details, where you can copy or delete the tactic separately.