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How to turn owned content into earned media wins

So that you’ve lastly managed to generate content material on your web site that tells the story of your group. Perhaps it’s a sequence of blogs that includes management that outlines the organizational mission with a personalized effect. Maybe it’s a video sequence that visualizes how your organization is making a tangible distinction in your area. However the time all the time comes when it is advisable to transition your storytelling push from your house turf to the world at giant, and that’s accomplished by means of pitching, then securing earned media placements.

Know your model.

Whether or not you’re constructing an awesome owned media technique from scratch or gearing as much as department that narrative out into the world past the partitions of your group, the beginning place stays the identical – it’s all about having a deep data of your model. This goes hand-in-hand with constructing on the belief you’ve constructed together with your buyer base and people who work together with the fabric you’ve put out into the world to this point. Nancy Lippincott, director of content material at Greatest Attorneys, shared an anecdote about how her group labored to get its identify out into the world with respected journalists.



“When Greatest Attorneys set our eyes on international growth, we knew that high-quality earned media in worldwide markets was vital to our success and development. For us, our model belief and status was the foot within the door that allowed us to develop relationships with among the most necessary enterprise media retailers worldwide, corresponding to Les Echos in France and the Australian Monetary Evaluate.”

Tapping into that belief additionally requires leaning into your status as a corporation. Suppose you’re an organization promoting fruit juice. If you would like top-tier earned media placements in notable publications, your owned media ought to lean into the way you’re hawking the perfect juice round with proof to again it up. Keep in mind, the perfect journalists are going to test in on these types of issues once they’re doing their due diligence. What you’re placing out into the world in your facet of the equation is vital as a result of it’s typically going to be mirrored externally to an extent. That’s why being safe in your branding is so necessary.

Do your analysis.

Whereas your services or products may all the time be probably the most thrilling or common curiosity factor on the market, there’s a very good probability you’re not the one one within the area that provides it.. In the event you’re aiming for that push into earned media, it is advisable to do your due diligence not simply round what’s being mentioned about your business within the media, but in addition about your rivals. This will help give a way of the tone of the protection and reporters which might be on the market. Rachel Rosenblatt, senior managing director at FTI Consulting, shares the assumption that an awesome earned media push begins with correct analysis and data.

“I’d recommend that folks actually take a step again and do their analysis across the subject you wish to speak about. What I’ve discovered with shoppers is that in their very own echo chamber, issues is likely to be totally different than they’re within the exterior world. What’s well-liked in that echo may not get traction with journalists. In the event you take an unemotional view, you may typically be shocked about what’s being lined, what subjects are gaining traction, and you may decide the place your story can fill a niche.”

Pitch property with discretion.

When you’ve accomplished your analysis, it’s time to return to your owned library and archives to find out which content material and property are proper for every pitch. In case your analysis tells you that one goal tends to embed movies of firm bulletins in its tales, your pitch can embody a brief hyperlink to related property. Furthermore, when you’ve got a sort of owned story that’s heavier on proprietary information and analysis, it’s best to embody that top up in your pitch alongside your newspeg.

However with huge array of owned assets, it’s additionally very straightforward to overdo it. Preserve from overstuffing your pitches and resist the temptation to present away your entire property from the outset. You possibly can all the time ship a reporter extra ought to they comply with cowl, and the perfect journalists received’t wan’t to have a lot that they will’t inform the story themselves.

Relationships are key—in and out.

You may have probably the most dynamic story round, however in case you don’t know the right way to get in contact with the media about it, making the leap to an earned media push goes to be robust, if not practically inconceivable. That’s why getting to actually know the journalists that cowl the beat you’re aiming to interrupt by means of to is so key.

Communicators ought to check out their owned media and decide the way it may match as much as the scope of protection a journalist or publication covers. Pitching out into the darkish is alright to an extent, however you’re a lot better served to actually get to know what an individual or pub works on with a purpose to nail down that pitch to get consideration on your messaging.

“It’s important to put money into creating relationships with the journalists and editors with whom you wish to work. Relationships construct belief, and media professionals must know that their sources are reliable and dependable. One cultivated connection at a media outlet is infinitely extra invaluable than even a thousand names of strangers on a press launch mailing listing,” Lippincott mentioned.

Don’t low cost your inside relationships, both—understanding who your inside champions are, past leaders and executives, can lead you to domesticate relationships with workers who is likely to be SMEs in wait. This, in flip, can yield nontraditional sources that you would be able to go off to reporters and body as unique entry.

Sean Devlin is an editor at Ragan Communications. In his spare time he enjoys Philly sports activities, a superb pint and ’90s trivia evening.


Learn how to flip owned content material into earned media wins