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2GC builds mutually beneficial relationships between companies and their audience with solid strategies to develop awareness and grow businesses. We take the guess-work out of marketing and brand development, to help your company build its client base and expand its services or product offerings. We're here to support your business's ability to focus on growth without losing momentum to branding and marketing missteps.

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Earned Media: Building an Integrated Strategy

10/09/2013 Adrienne N. Hester

Think Outside the BoxEarned media is an elusive form of marketing in which your company is promoted by positive media that comes from outside the company itself. News stories, radio interviews, and positive reviews can all constitute earned media. Earned media is alluring because it costs nothing for the business, yet can significantly increase overall revenue.

While by definition a company cannot buy or create its own earned media, there are a few strategies that can increase your company's chances of gaining earned media. One of the best ways to increase the earned media that your company receives is to design an integrated strategy that blends content marketing strategies with earned media potential.

Make Your Business Easy To Present. As soon as possible, spend time developing an elevator pitch for your business. Highlight the attributes that make your business unique, and write your company's vision. This makes it easier for media outlets to highlight your business in a coherent manner, without causing journalists the frustration of having to unearth your company's vision and purpose on their own.

Develop Your Own Media Marketing Strategies. Using media strategies such as content marketing will increase your company's visibility and thus the likelihood gaining earned media. Making your company searchable by developing a presence on social networks and other sites makes it easier for your company to be 'found.'

Do Something Out Of The Box. In order to be newsworthy, your company needs to be doing something different from the competition. What is your company doing to stand out from the crowd? Determine your company's unique aspects, and don't hesitate to make them known.

By establishing a robust marketing strategy, it will be easier for news outlets to highlight your company through earned media. Take the time to invest in your company, and the earned media will follow. To learn more about ways to improve your small business, please visit our website and contact us with questions or comments.