I was catching up with a former client recently. We launched their company a coupla years ago, and by almost any measure, it is now considered a hot commodity. They have tons of social media fans, lots of inbound media requests, do a lot of great content marketing, etc.
We originally parted ways, very amicably, because they had reached a degree of success that no longer warranted as much proactive effort (and, being a startup, they were wisely watching their burn rate).
During our catch-up session, this company representative described a newfound fever within the company to get more – and more awesome – mainstream media recognition.
“We want to be on the cover of a business magazine. We want to be a talking head on the business news channels. We want to be interviewed on the radio about industry trends. Etc.”
Even though they publish loads of content. Even though they have great SEO. Even though they already get a fair share of coverage. Even though they have a large and active social graph. Even though they have all that manna from heaven, they want more “old school” media coverage.
It’s an important lesson for those marketers who have become so enamored of the social stuff that they now pay short shrift to the bread-and-butter marketing tactics that still prove so effective at awareness-building, credibility and lead-generation.
Paid content is awesome. Owned content is awesome. Shared content is awesome. But earned content is extra-special awesome, cuz it can serve as a central spoke for those other media strategies.
You do something great. The mainstream media picks up on it. That’s a version of Earned Media that you can syndicate (paid), create an advertisement around (paid), post with special commentary to your social channels (owned/shared) — all of it predicated on the fact that you earned credible 3rd party endorsements of your great offering, activity or product.
Also, it’s more impressive to your mom.
Posted on: April 23, 2012 at 9:17 am By Todd Defren