Earned media

What is earned media?

Earned media is publicity you receive through promotional efforts other than paid advertising. It represents the attention your brand earns organically through the value you provide. Unlike owned media (content you control like your website) or paid media (advertising you purchase), earned media comes from third parties who choose to mention, share, or feature your brand based on its merits. This includes press coverage, social media mentions, reviews, word-of-mouth recommendations, and content sharing. The defining characteristic of earned media is that it cannot be directly purchased—it must be genuinely earned through creating something worth talking about.

How does earned media work in digital marketing?

Earned media in digital marketing starts with creating content or experiences that naturally inspire others to share and discuss. This typically involves developing newsworthy stories, producing exceptional content, or delivering remarkable customer experiences. PR professionals build relationships with journalists, bloggers, and influencers who might cover their brand. They craft compelling pitches highlighting unique angles that appeal to these gatekeepers' audiences. The most effective earned media strategies focus on providing genuine value rather than seeking publicity for its own sake. When your content solves problems, entertains, or informs in meaningful ways, people naturally amplify it through shares, mentions, and links—creating a ripple effect that extends your reach far beyond your owned channels.

Why is earned media valuable for brands?

Earned media carries exceptional value because it comes with third-party credibility that branded content simply cannot match. When someone else validates your brand, consumers tend to trust that endorsement more than your own marketing claims. This external validation builds authentic brand authority and shapes positive public perception. Earned media also typically reaches audiences who might otherwise avoid your advertising, expanding your reach to new potential customers. Additionally, earned media can significantly impact search engine rankings through high-quality backlinks and social signals. Perhaps most importantly, earned media often delivers stronger engagement and conversion rates than paid promotions because consumers approach recommended content with less skepticism and greater interest.

What are the most effective earned media channels?

The most effective earned media channels vary by industry and audience, but several consistently deliver strong results. Traditional media coverage from respected publications continues to carry significant weight, particularly for B2B brands and those seeking to establish thought leadership. Social media platforms serve as powerful earned media channels where content can spread rapidly through shares, comments, and user-generated content. Industry publications and blogs provide targeted visibility with highly relevant audiences. Influencer mentions and partnerships blend elements of earned and paid media but can generate authentic conversation when well-executed. Customer reviews and testimonials represent another crucial earned media channel, particularly for consumer brands where purchase decisions are heavily influenced by peer recommendations. Podcasts and video platforms have also emerged as valuable earned media opportunities for brands to reach engaged niche audiences.

How can you measure earned media success?

Measuring earned media requires tracking both quantitative metrics and qualitative outcomes. Media monitoring tools track brand mentions across news sites, blogs, and social platforms, while share of voice analysis compares your brand's presence against competitors. Engagement metrics reveal how audiences interact with earned coverage through metrics like comments, shares, and time spent. Referral traffic shows how effectively earned media drives visitors to your owned properties. Sentiment analysis evaluates whether coverage portrays your brand positively, negatively, or neutrally. For comprehensive measurement, implement attribution models that connect earned media touchpoints to conversion events. Brand lift studies can measure changes in awareness, perception, and purchase intent following earned media campaigns. The most sophisticated approach combines these metrics into a cohesive framework that connects earned media activities to business outcomes like lead generation, sales, and customer retention.