{"id":41083,"date":"2020-11-24T18:38:23","date_gmt":"2020-11-24T23:38:23","guid":{"rendered":"https:\/\/ahrefs.com\/blog\/?p=41083"},"modified":"2023-05-15T04:59:41","modified_gmt":"2023-05-15T09:59:41","slug":"earned-media","status":"publish","type":"post","link":"https:\/\/ahrefs.com\/blog\/earned-media\/","title":{"rendered":"What is Earned Media? 7 Ways to Get&nbsp;It"},"content":{"rendered":"<div class=\"intro-txt\">Earned media is publicity gained organically from promotional efforts, like press coverage, social media mentions, and search engine rankings.<\/div>\n<p>But why is earned media important? And how can you get more of&nbsp;it?<\/p>\n<p>In this post, we\u2019ll explore:<\/p>\n<ul>\n<li><a href=\"#earned-paid-owned\">Earned vs. paid vs. owned&nbsp;media<\/a><\/li>\n<li><a href=\"#why-is-earned-media-important\">Why earned media is important<\/a><\/li>\n<li><a href=\"#earned-media-examples\">Examples of earned media<\/a><\/li>\n<li><a href=\"#how-to-get-earned-media\">How to get earned media<\/a><\/li>\n<\/ul>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Earned media vs. paid media vs. owned media\" data-section=\"earned-paid-owned\">\n<h2>Earned media vs. paid media vs. owned&nbsp;media<\/h2>\n<\/div><\/div>\n<p>If money changes hands at any point, that\u2019s not earned media. It\u2019s <strong>paid media<\/strong>. Examples of this include TV and radio ads, billboards, sponsorships, and online advertising (Google Ads, Facebook Ads,&nbsp;etc.)<\/p>\n<p>If you have complete control over the asset or channel, that\u2019s not earned media either. It\u2019s <strong>owned media<\/strong>. Examples include anything published on your website, newsletters, etc.<\/p>\n<p>However, not everything is so clearly defined. When it comes to things like SEO, it becomes a little muddier.<\/p>\n<p>To <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-on-top-of-google-search\/\">rank on Google<\/a>, you need to <a href=\"https:\/\/ahrefs.com\/blog\/content-writing\/\">create content<\/a>, which is owned media. But you can only influence where Google ranks that content and for what <a href=\"https:\/\/ahrefs.com\/blog\/what-are-keywords\/\">keywords<\/a>&nbsp;it ranks for. You don\u2019t have full control over&nbsp;it.<\/p>\n<p>For that reason, in our opinion, SEO&nbsp;is earned media.<\/p>\n<p>It\u2019s all about <strong>control<\/strong>. You can control both paid and owned, but you can\u2019t control earned media. And since you can\u2019t fully control where you want to rank in Google (you can only influence it), it\u2019s earned media.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Why is earned media important?\" data-section=\"why-is-earned-media-important\">\n<h2>Why is earned media important?<\/h2>\n<\/div><\/div>\n<p>Earned media is what every business strives for, and there are two main reasons for&nbsp;that:<\/p>\n<h3>1. Earned media is often cheaper over the long-term<\/h3>\n<p>In 2019, when Parachute launched its new wool mattress, the company opted for earned media over paid media. It seeded the product with editors and <a href=\"https:\/\/ahrefs.com\/blog\/influencer-marketing\">influencers<\/a>, which resulted in tons of articles and Instagram Stories from people who tested the mattress.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5571\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/parachute-review.png\" alt=\"parachute review\"><\/p>\n<p>In total, they spent around $20,000 on <a href=\"https:\/\/ahrefs.com\/blog\/pr-tactics-examples\/\">PR<\/a> and product gifting. <a href=\"https:\/\/www.modernretail.co\/startups\/as-paid-marketing-costs-rise-dtc-brands-are-shifting-attention-to-pr\/\" target=\"_blank\" rel=\"noopener noreferrer\">According to Ariel Kaye<\/a>, Parachute\u2019s founder, they would have had to spend at least $2 million on Facebook Ads to get the same number of impressions as they did from this earned media campaign.<\/p>\n<p>And unlike paid media\u2014where you have to spend more for more impressions over time\u2014earned media is the gift that keeps on giving.<\/p>\n<p>Press articles often link back to the product or company, which <a href=\"https:\/\/ahrefs.com\/blog\/how-to-improve-seo\/\">improves their SEO<\/a>. And these articles may also rank in search and send referral traffic over&nbsp;time.<\/p>\n<h3>2. Earned media is great for brand building<\/h3>\n<p>The \u201clack of control\u201d with earned media is a pro, not a&nbsp;con.<\/p>\n<p>Since brands can\u2019t control the message, it\u2019s seen as more trustworthy by consumers. Third-party reviewers can offer their unbiased opinion about a product, and people can share their honest thoughts about a company or product on social media.<\/p>\n<p>As finance writer Morgan Housel <a href=\"https:\/\/www.collaborativefund.com\/blog\/theres-nowhere-left-to-hide\/\" target=\"_blank\" rel=\"noopener noreferrer\">puts it<\/a>:<\/p>\n<blockquote><p>The information age promotes a lot of good behavior. But more powerful is its ability to reveal bad, inefficient behavior. What used to be policed by a handful of reporters and review publications is now done by billions of everyday people on the prowl for anything that doesn\u2019t look&nbsp;right.<\/p><\/blockquote>\n<p>In other words, if real people are singing your praises, and it\u2019s clear that you didn\u2019t pay or incentivize them to do so, that helps your brand stand out in the market. This is especially true for direct-to-consumer (DTC) brands.<\/p>\n<p>Think about it. Parachute isn\u2019t the only mattress company selling online today. Purple, Casper, Leesa\u2014the list goes on and on. Most consumers probably can\u2019t tell these companies apart, even if they see their&nbsp;ads.<\/p>\n<p>Earned media is the way to be remarkable in front of potential customers.<\/p>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"Earned media examples\" data-section=\"earned-media-examples\">\n<h2>What are some examples of earned media?<\/h2>\n<\/div><\/div>\n<p>Here are some examples of how earned media looks like in the&nbsp;wild.<\/p>\n<ol>\n<li><a href=\"#tv-segment\">TV segment<\/a><\/li>\n<li><a href=\"#newspaper-magazine-feature\">Newspaper\/magazine feature<\/a><\/li>\n<li><a href=\"#niche-publications\">Niche\/trade publications<\/a><\/li>\n<li><a href=\"#tweet-mentions\">Twitter mentions<\/a><\/li>\n<li><a href=\"#reddit-discussions\">Reddit discussions<\/a><\/li>\n<li><a href=\"#review-sites\">Review sites<\/a><\/li>\n<li><a href=\"#influencers\">Influencers<\/a><\/li>\n<li><a href=\"#search-engines\">Search engines<\/a><\/li>\n<\/ol>\n<h3 id=\"tv-segment\">TV segment<\/h3>\n<p>This is the most traditional form of earned media. Appear in a TV program and reach millions of viewers in their living room.<\/p>\n<p>Ahrefs has yet to appear in a TV show, but authors like Eckhart Tolle have <a href=\"https:\/\/en.wikipedia.org\/wiki\/Eckhart_Tolle\" target=\"_blank\" rel=\"noopener noreferrer\">sold millions of books<\/a>&nbsp;thanks to Oprah\u2019s recommendation.<\/p>\n<h3 id=\"newspaper-magazine-feature\">Newspaper\/magazine feature<\/h3>\n<p>Last year, Bloomberg featured <a href=\"https:\/\/ahrefs.com\/blog\/top-google-searches\/\">our data on the most popular Google searches<\/a>&nbsp;in a Businessweek article. We didn\u2019t pay for this. Our ongoing promotional efforts led the author to find our content, and he decided to include it in an article.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5581\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/1-bloomberg-businessweek.png\" alt=\"1 bloomberg businessweek\"><\/p>\n<h3 id=\"niche-publications\">Niche\/trade publications<\/h3>\n<p>Since we\u2019re based in the relatively small SEO industry, we get regular mentions in niche-focused publications like Search Engine Journal.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5578\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/SEJ-ahrefs.png\" alt=\"SEJ ahrefs\"><\/p>\n<h3 id=\"tweet-mentions\">Twitter mentions<\/h3>\n<p>Kari recently tweeted how much she loves the Ahrefs blog. We didn\u2019t ask her to do this. We earned her praise by relentlessly publishing and promoting industry-leading content for years on our&nbsp;blog.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Making a habit of regularly visiting the <a href=\"https:\/\/twitter.com\/ahrefs?ref_src=twsrc%5Etfw\">@ahrefs<\/a> blog again. Learned the basics from them back in 2015 and still consider them a go-to primer when approaching a new problem (e.g. manual content audit - which I haven\u2019t done in&nbsp;years).<\/p>\n<p>Still super-fanning these guys \u2014 Kari Beaulieu (@SERP_queen) <a href=\"https:\/\/twitter.com\/SERP_queen\/status\/1305993457127755777?ref_src=twsrc%5Etfw\">September 15,&nbsp;2020<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3 id=\"reddit-discussions\">Reddit discussions<\/h3>\n<p>Another user also shared how much they loved our blog. But instead of sharing it on their social accounts, they decided to share it with a much bigger audience on Reddit:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5570\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/bigseo-ahrefs.jpg\" alt=\"bigseo ahrefs\"><\/p>\n<h3 id=\"review-sites\">Review sites<\/h3>\n<p>We also get plenty of users regularly sharing about their experience with our product on review sites like&nbsp;G2:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5575\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/ahrefs-G2.jpg\" alt=\"ahrefs G2\"><\/p>\n<p>If you\u2019re a local business, then review sites like Yelp, TripAdvisor, and Google Maps are important too.<\/p>\n<h3 id=\"influencers\">Influencers<\/h3>\n<p>Rand Fishkin is an influencer in the marketing industry with over 440,000 followers on Twitter. He decided to share one of our articles with his audience. We didn\u2019t ask him to do&nbsp;that.<\/p>\n<p>We earned the share because we published an article with tons of unique insights, all gained from our real-world experience.<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">Superb post on podcast advertising - the ups and downs of *real life* process from <a href=\"https:\/\/twitter.com\/itsrbek?ref_src=twsrc%5Etfw\">@itsrbek<\/a>: <a href=\"https:\/\/t.co\/6DHzboqU6X\">https:\/\/t.co\/6DHzboqU6X<\/a>\u2014 Rand Fishkin (@randfish) <a href=\"https:\/\/twitter.com\/randfish\/status\/1065292728689295360?ref_src=twsrc%5Etfw\">November 21,&nbsp;2018<\/a><\/p>\n<\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<h3 id=\"search-engines\">Search engines<\/h3>\n<p>According to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, <a href=\"https:\/\/ahrefs.com\/blog\">our blog<\/a>&nbsp;receives an estimated ~558,000 monthly visits. Take note: these are all organic visits. They\u2019re not from&nbsp;ads.<\/p>\n<p>Google ranks our content high on their search engine, thus sending traffic our&nbsp;way.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5564\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/ahrefs-blog-organic-traffic.png\" alt=\"ahrefs blog organic traffic\"><\/p>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div>&nbsp;If we compare the estimate in Ahrefs with real-world data from <a href=\"https:\/\/search.google.com\/search-console\/about\" target=\"_blank\" rel=\"noopener noreferrer\">Google Search Console<\/a>, we see that Ahrefs slightly underestimates our organic traffic. Our actual Google traffic is closer to 750,000 monthly visits. The reason for this is simple: although we have a vast database of keywords at Ahrefs, no tool knows about every search query. For that reason, websites and webpages will almost always get more traffic than Ahrefs estimates.<\/div>\n<div class=\"post-nav-link clearfix\" id=\"section1\"><a class=\"subhead-anchor\" data-tip=\"tooltip__copielink\" rel=\"#section1\"><svg width=\"19\" height=\"19\" viewBox=\"0 0 14 14\" style><g fill=\"none\" fill-rule=\"evenodd\"><path d=\"M0 0h14v14H0z\" \/><path d=\"M7.45 9.887l-1.62 1.621c-.92.92-2.418.92-3.338 0a2.364 2.364 0 0 1 0-3.339l1.62-1.62-1.273-1.272-1.62 1.62a4.161 4.161 0 1 0 5.885 5.884l1.62-1.62L7.45 9.886zM5.527 5.135L7.17 3.492c.92-.92 2.418-.92 3.339 0 .92.92.92 2.418 0 3.339L8.866 8.473l1.272 1.273 1.644-1.643A4.161 4.161 0 1 0 5.897 2.22L4.254 3.863l1.272 1.272zm-.66 3.998a.749.749 0 0 1 0-1.06l2.208-2.206a.749.749 0 1 1 1.06 1.06L5.928 9.133a.75.75 0 0 1-1.061 0z\" style \/><\/g><\/svg><\/a><div class=\"link-text\" data-anchor=\"How to get earned media\" data-section=\"how-to-get-earned-media\">\n<h2>How to get earned media<\/h2>\n<\/div><\/div>\n<p>Just because you cannot control earned media doesn\u2019t mean that you cannot influence it.<\/p>\n<p>Here are some ways you can get more earned media for your company.<\/p>\n<ol>\n<li><a href=\"#haro\">Use HARO<\/a><\/li>\n<li><a href=\"#appear-on-podcasts\">Pitch to appear on podcasts<\/a><\/li>\n<li><a href=\"#rank-for-source-keywords\">Rank for \u201csource keywords\u201d<\/a><\/li>\n<li><a href=\"#do-something-newsworthy\">Do something newsworthy<\/a><\/li>\n<li><a href=\"#attend-trade-shows\">Attend trade&nbsp;shows<\/a><\/li>\n<li><a href=\"#send-products-for-reviews\">Send your product for reviews&nbsp;<\/a><\/li>\n<li><a href=\"#seo\">SEO<\/a><\/li>\n<\/ol>\n<h3 id=\"haro\">1. Use&nbsp;HARO<\/h3>\n<p><a href=\"https:\/\/www.helpareporter.com\/\" target=\"_blank\" rel=\"noopener noreferrer\">Help a Reporter Out (HARO)<\/a>&nbsp;is a free service that connects journalists to sources. After you sign up, you\u2019ll receive daily emails from the service with requests from journalists.<\/p>\n<p>Here\u2019s an example of what an email from HARO would look&nbsp;like:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5573\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/pasted-image-0-7.png\" alt=\"pasted image 0 7\" width=\"400\"><\/p>\n<p>After receiving the email, all you have to do is to check if you meet their requirements and reply. If they use your answer in their post, they\u2019ll usually credit you with a mention and backlink.<\/p>\n<p>As these journalists will likely get plenty of responses from other people, how do you stand out and make sure your answer gets selected? Here are some&nbsp;tips:<\/p>\n<ul>\n<li><strong>Provide actual expert insight. <\/strong>Huffington Post journalist <a href=\"https:\/\/www.weearnmedia.com\/episodes\/casey-bond\" target=\"_blank\" rel=\"noopener noreferrer\">Casey Bond says<\/a>, \u201cWhenever you call in an expert it\u2019s because they are supposed to be providing something to you that you can\u2019t figure out yourself or find easily.\u201d Don\u2019t try to give a summarized answer from an article you Googled. Provide real insight that can only come from expertise or experience.<\/li>\n<li><strong>Share your credentials.<\/strong>&nbsp;Unfortunately, HARO has been abused by unscrupulous SEO professionals looking for quick links. Journalists have <a href=\"https:\/\/www.huffpost.com\/entry\/patricia-russell-cfp-fake-finance-blogger_l_5d38f4f4e4b020cd994e447d\" target=\"_blank\" rel=\"noopener noreferrer\">called them out at times<\/a>&nbsp;and have become wary. HARO remains a great place for them to source expert quotes, but you need to prove that you\u2019re a real expert on the topic. That means sharing your credentials, social media handles, and&nbsp;more.<\/li>\n<\/ul>\n<p>You can learn more about using HARO effectively also <a href=\"https:\/\/ahrefs.com\/blog\/seo-tips\/\">here<\/a>&nbsp;(tip #6) or in <a href=\"https:\/\/www.youtube.com\/watch?v=73lj6m6Xulc\" target=\"_blank\" rel=\"noopener noreferrer\">this video<\/a>:<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-73lj6m6xulc\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-73lj6m6xulc\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/73lj6m6Xulc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/73lj6m6Xulc?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<h3 id=\"appear-on-podcasts\">2. Pitch to appear on podcasts<\/h3>\n<p>If you\u2019re a subject matter expert, HARO isn\u2019t the only way for you to gain earned media. The ubiquity of podcasts means you can also appear as a guest and share your expertise.<\/p>\n<p>This is a strategy we\u2019ve used at Ahrefs.<\/p>\n<p>In 2019, our Chief Marketing Officer, Tim Soulo, <a href=\"https:\/\/medium.com\/swlh\/12-lessons-i-learned-from-doing-20-podcast-interviews-in-4-months-537a3d621e4f\" target=\"_blank\" rel=\"noopener noreferrer\">set a goal<\/a>&nbsp;to appear on more than 20 podcasts. He accomplished that in only four months.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5567\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/pasted-image-0-7-1.jpg\" alt=\"pasted image 0 7 1\"><\/p>\n<p>How do you find podcast opportunities?<\/p>\n<p>A straightforward way is to identify someone of a similar caliber who\u2019s been on multiple podcasts.<\/p>\n<p>Let\u2019s use Tim as an example.<\/p>\n<p>First, we\u2019d paste his website (ahrefs.com) into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/site-explorer\">Site Explorer<\/a>, go to the <strong>Backlinks<\/strong>&nbsp;report, and type his name in the \u201cInclude\u201d box.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5568\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/2-site-explorer-include-box.png\" alt=\"2 site explorer include box\"><\/p>\n<p>Second, we\u2019d eyeball the list to see the podcasts he has been&nbsp;on.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5580\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/tim-soulo-podcast.png\" alt=\"tim soulo podcast\"><\/p>\n<p>Third, we\u2019d <a href=\"https:\/\/ahrefs.com\/blog\/find-email-address\/\">find the podcast hosts\u2019 email<\/a>&nbsp;and <a href=\"https:\/\/ahrefs.com\/blog\/outreach\/\">reach out<\/a>&nbsp;to see if they\u2019re willing to interview us.<\/p>\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/medium.com\/swlh\/12-lessons-i-learned-from-doing-20-podcast-interviews-in-4-months-537a3d621e4f\" target=\"_blank\" rel=\"noopener noreferrer\">12 lessons I learned from doing 20+ podcast interviews in 4 months<\/a><\/em><\/p>\n<h3 id=\"rank-for-source-keywords\">3. Rank for \u201csource\u201d keywords<\/h3>\n<p>In her presentation for the 2019 Chiang Mai SEO conference, SEO consultant <a href=\"https:\/\/twitter.com\/staceycav\" target=\"_blank\" rel=\"noopener noreferrer\">Stacey MacNaught<\/a>&nbsp;said this:<\/p>\n<blockquote class=\"small\"><div class=\"quote-content\">\n<p><em>Journalists have no access to data or premium tools\u2014that\u2019s an advantage.<\/em><\/p>\n<\/div><div class=\"quote-info clearfix\"><div class=\"quote-photo\"><img decoding=\"async\" alt=\"Stacey MacNaught\" src=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/stacey-macnaught.jpg\"><\/div><div class=\"extra-box\"><span class=\"quote-author\">Stacey MacNaught,<\/span> <span class=\"quote-author-job\">SEO Consultant <a href=\"https:\/\/www.macnaughtdigital.co.uk\/\" target=\"_blank\">MacNaught Digital<\/a><\/span><\/div><\/div><\/blockquote>\n<p>What does she mean? Journalists often need to back up their arguments with data. And when they do, they usually mention and link to the source of that&nbsp;data.<\/p>\n<p>For example, take our mention in Bloomberg. It came as a result of us having some unique data that helped the author make his&nbsp;point.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5569\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/bloomberg-mention.png\" alt=\"bloomberg mention\"><\/p>\n<p>But here\u2019s the thing: you can\u2019t just create any old data, publish it wherever, and expect publicity. If you want to earn coverage from this tactic, you need two things:<\/p>\n<ol>\n<li><strong>Interesting data.<\/strong>&nbsp;When we say interesting, we mean interesting to relevant journalists.<\/li>\n<li><strong>Delivery mechanism.<\/strong>&nbsp;Having interesting data is a start, but unless you have a way to get it in front of the relevant journalists, you\u2019ll struggle to earn coverage.<\/li>\n<\/ol>\n<p>There are tons of ways to do the two things above. For example, you could create or curate data about a trending topic, then use a tool like <a href=\"https:\/\/ahrefs.com\/content-explorer\">Content Explorer<\/a>&nbsp;to find relevant journalists and pitch your resource.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5563\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/3-content-explorer.png\" alt=\"3 content explorer\"><\/p>\n<p>That\u2019s the \u201ctraditional\u201d route and it works, but another tactic that worked for us is to create content around so-called \u201csource\u201d keywords.<\/p>\n<p>Source keywords are the terms journalists are likely to be searching for when looking for facts and data to reference in their upcoming posts.<\/p>\n<p>Examples include:<\/p>\n<ul>\n<li>[topic] statistics<\/li>\n<li>[topic] stats<\/li>\n<li>[topic] facts<\/li>\n<li>[topic] figures<\/li>\n<\/ul>\n<p>To find these keywords, enter a few relevant keywords into Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/keywords-explorer\">Keywords Explorer<\/a>, go to the <strong>Phrase match<\/strong>&nbsp;report, and use the \u201cInclude\u201d filter to find keywords containing words like <em>statistics<\/em>, <em>stats<\/em>, <em>facts<\/em>, and <em>figures<\/em>.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5566\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/4-keywords-explorer.jpg\" alt=\"4 keywords explorer\"><\/p>\n<p>Look through the list for a good keyword to target.<\/p>\n<p>For example, if we owned a coffee site, we could potentially target either \u201ccoffee nutrition facts\u201d or \u201ccoffee statistics.\u201d<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5577\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/5-keywords-explorer-facts-stats.png\" alt=\"5 keywords explorer facts stats\"><\/p>\n<p>From there, create a post by curating a list of up-to-date statistics (owned media). Then, reach out to any sites linking to competing but outdated statistics pages on the same topic to <a href=\"https:\/\/ahrefs.com\/blog\/link-building\/\">build links<\/a>&nbsp;to your page (earned media).<\/p>\n<p>We did this in 2020 for the term \u201c<a href=\"https:\/\/ahrefs.com\/blog\/seo-statistics\/\">SEO statistics<\/a>.\u201d As a result, our page has earned links from over 350 websites and ranks #2 for its main keyword.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5576\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/6-seo-stats.png\" alt=\"6 seo stats\"><\/p>\n<p>Learn how we did this step-by-step in <a href=\"https:\/\/ahrefs.com\/blog\/link-building-case-study\/\">this post<\/a>&nbsp;or <a href=\"https:\/\/www.youtube.com\/watch?v=gMcA-8nalL8\" target=\"_blank\" rel=\"noopener noreferrer\">this video<\/a>:<\/p>\n<div data-mode=\"normal\" data-oembed=\"1\" data-provider=\"youtube\" id=\"arve-youtube-gmca-8nall8\" style=\"max-width:900px;\" class=\"arve\">\n<div class=\"arve-inner\">\n<div style=\"aspect-ratio:500\/281\" class=\"arve-embed arve-embed--has-aspect-ratio\">\n<div class=\"arve-ar\" style=\"padding-top:56.200000%\"><\/div>\n<p>\t\t\t<iframe allow=\"accelerometer 'none';autoplay 'none';bluetooth 'none';browsing-topics 'none';camera 'none';clipboard-read 'none';clipboard-write;display-capture 'none';encrypted-media 'none';gamepad 'none';geolocation 'none';gyroscope 'none';hid 'none';identity-credentials-get 'none';idle-detection 'none';keyboard-map 'none';local-fonts;magnetometer 'none';microphone 'none';midi 'none';otp-credentials 'none';payment 'none';picture-in-picture;publickey-credentials-create 'none';publickey-credentials-get 'none';screen-wake-lock 'none';serial 'none';summarizer 'none';sync-xhr;usb 'none';web-share;window-management 'none';xr-spatial-tracking 'none';\" allowfullscreen class=\"arve-iframe fitvidsignore\" credentialless data-arve=\"arve-youtube-gmca-8nall8\" data-lenis-prevent data-src-no-ap=\"https:\/\/www.youtube-nocookie.com\/embed\/gMcA-8nalL8?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" frameborder=\"0\" height=\"505.8\" loading=\"lazy\" name referrerpolicy=\"strict-origin-when-cross-origin\" sandbox=\"allow-scripts allow-same-origin allow-presentation allow-popups allow-popups-to-escape-sandbox\" scrolling=\"no\" src=\"https:\/\/www.youtube-nocookie.com\/embed\/gMcA-8nalL8?feature=oembed&amp;iv_load_policy=3&amp;modestbranding=1&amp;rel=0&amp;autohide=1&amp;playsinline=0&amp;autoplay=0\" title width=\"900\"><\/iframe><\/p><\/div>\n<\/div>\n<\/div>\n<h3 id=\"do-something-newsworthy\">4. Do something newsworthy<\/h3>\n<p>Do you want to be in the news? Then <em>be<\/em>&nbsp;the news.<\/p>\n<p>When done right, PR stunts can help generate tons of earned media mentions on publications and across social media. I\u2019m sure you\u2019ve heard of at least a few of these campaigns, from Red Bull\u2019s stratospheric dive to Dove\u2019s Real Beauty campaign.<\/p>\n<p>It doesn\u2019t have to be crazy expensive either.<\/p>\n<p>For example, KFC cleverly leveraged their Twitter account to get earned media. They secretly followed 11 people and waited for someone observant enough to notice it was a play on their \u201csecret recipe\u201d \u2014five spices (the five Spice Girls) and six herbs (six people named&nbsp;Herb).<\/p>\n<blockquote class=\"twitter-tweet\">\n<p dir=\"ltr\" lang=\"en\">.<a href=\"https:\/\/twitter.com\/kfc?ref_src=twsrc%5Etfw\">@KFC<\/a> follows 11 people.<\/p>\n<p>Those 11 people? 5 Spice Girls and 6 guys named&nbsp;Herb.<\/p>\n<p>11 Herbs &amp; Spices. I need time to process this.<\/p>\n<p>\u2014 (@edgette22) <a href=\"https:\/\/twitter.com\/edgette22\/status\/921103567771131904?ref_src=twsrc%5Etfw\">October 19,&nbsp;2017<\/a><\/p><\/blockquote>\n<p><script async src=\"https:\/\/platform.twitter.com\/widgets.js\" charset=\"utf-8\"><\/script><\/p>\n<p>The tweet went viral and helped KFC capture a ton of earned media in marketing-focused magazines and major news publishers.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5582\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/KFC_Only_Follows_11__Herbs_and_Spices__on_Twitter_-_Eater.png\" alt=\"KFC Only Follows 11 Herbs and Spices on Twitter Eater\"><\/p>\n<p>Now, there is no surefire way of creating a PR campaign that will guarantee press.<\/p>\n<p>However, <a href=\"https:\/\/tim.blog\/2016\/12\/07\/testing-the-impossible-17-questions-that-changed-my-life\/\" target=\"_blank\" rel=\"noopener noreferrer\">this question from Tim Ferriss<\/a>&nbsp;might get you started on the right foot: <em>\u201cWhat if I couldn\u2019t pitch my product directly? What if I had to sell around the product?\u201d<\/em><\/p>\n<p>I\u2019d also recommend reading <em><a href=\"https:\/\/www.amazon.com\/Trust-Me-Lying-Confessions-Manipulator\/dp\/1591846285\" target=\"_blank\" rel=\"noopener noreferrer\">Trust Me, I\u2019m Lying<\/a><\/em>, Ryan Holiday\u2019s book on PR and&nbsp;media.<\/p>\n<h3 id=\"attend-trade-shows\">5. Attend trade&nbsp;shows<\/h3>\n<p>In 2016, I was working for a wearable tech startup (now defunct) that was launching a massage jacket. To prepare for the launch, we decided to attend the Consumer Electronics Show (CES)&nbsp;in Las Vegas to show off our product.<\/p>\n<p>That trip resulted in a ton of mentions on top publications like <a href=\"https:\/\/www.techinasia.com\/airawear-tware-massage-jacket\" target=\"_blank\" rel=\"noopener noreferrer\">Tech in Asia<\/a>, <a href=\"https:\/\/www.digitaltrends.com\/cool-tech\/airawear\/\" target=\"_blank\" rel=\"noopener noreferrer\">Digital Trends<\/a>,&nbsp;and <a href=\"https:\/\/www.businessinsider.com\/tware-massage-sweatshirt-gives-backrubs-2016-1\" target=\"_blank\" rel=\"noopener noreferrer\">Business Insider<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5583\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/TWare_massage_sweatshirt_gives_backrubs_-_Business_Insider.jpg\" alt=\"TWare massage sweatshirt gives backrubs Business Insider\"><\/p>\n<p>The Tech in Asia article even got <a href=\"https:\/\/ahrefs.com\/blog\/content-syndication\/\">syndicated<\/a>&nbsp;to another massive&nbsp;(at the time) publication: <a href=\"https:\/\/mashable.com\/2016\/01\/08\/massage-jacket\/\" target=\"_blank\" rel=\"noopener noreferrer\">Mashable<\/a>.<\/p>\n<p>This was an amazing return for a relatively unknown startup based in tiny Singapore.<\/p>\n<p>There is no doubt that trade shows work in getting earned media mentions. After all, journalists and bloggers <em>specifically<\/em>&nbsp;attend these trade shows to find exciting things to&nbsp;cover.<\/p>\n<p>But of course, don\u2019t assume that you\u2019ll get earned media just because you\u2019re there. You still need to be newsworthy.<\/p>\n<p>There are hundreds, if not thousands, of potential products to talk about at a gigantic conference at CES. Journalists have to choose from these options and report on the few they think their audience will most enjoy (or at least find&nbsp;novel).<\/p>\n<p>In our case, our product positioning\u2014the world\u2019s first massage jacket\u2014caught their attention. Not only had it never been done before, but we also had an actual prototype for them to&nbsp;test.<\/p>\n<p>That made it noteworthy, which resulted in our media mentions.<\/p>\n<p><strong>Recommended reading:<\/strong>&nbsp;<em><a href=\"https:\/\/tim.blog\/2013\/11\/08\/how-to-dominate-any-tradeshow-and-why-even-solo-entrepreneurs-should-try\/\" target=\"_blank\" rel=\"noopener noreferrer\">How to Dominate Any Tradeshow, and Why Even Solo Entrepreneurs Should Try<\/a><\/em><\/p>\n<h3 id=\"send-products-for-reviews\">6. Send your product for reviews<\/h3>\n<p>Another way we got earned media was by reaching out to journalists and offering them a jacket to&nbsp;test.<\/p>\n<p>This was how we managed to secure further press mentions on publications like <a href=\"https:\/\/www.engadget.com\/2016-05-09-airaware-massage-hoodie.html\" target=\"_blank\" rel=\"noopener noreferrer\">Engadget<\/a>&nbsp;and <a href=\"https:\/\/www.refinery29.com\/en-us\/2016\/09\/123644\/airawear-massage-hoodie-review\" target=\"_blank\" rel=\"noopener noreferrer\">Refinery29<\/a>.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5579\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/engadget-airawear.png\" alt=\"engadget airawear\"><\/p>\n<p>This strategy works even if you\u2019re an established name. For example, Tim Ferriss <a href=\"https:\/\/tim.blog\/2011\/03\/10\/12-lessons-learned-while-marketing-the-4-hour-body\/\" target=\"_blank\" rel=\"noopener noreferrer\">sent out<\/a>&nbsp;more than 1,000 advanced copies of the 4-Hour Body, which resulted in a ton of Amazon reviews and turned the book into a bestseller.<\/p>\n<p>Most recently, we gave a preview of <a href=\"https:\/\/ahrefs.com\/webmaster-tools\">Ahrefs Webmaster Tools<\/a>&nbsp;to journalists, which resulted in mentions on <a href=\"https:\/\/www.searchenginejournal.com\/ahrefs-webmaster-tools\/381755\/\" target=\"_blank\" rel=\"noopener noreferrer\">Search Engine Journal<\/a>&nbsp;and <a href=\"https:\/\/www.techradar.com\/sg\/news\/heres-an-impressive-free-seo-tool-that-you-have-to-test-right-now\" target=\"_blank\" rel=\"noopener noreferrer\">Tech Radar<\/a>:<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5572\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/Here_s_an_impressive_free_SEO_tool_that_you_ve_got_to_test_right_now___TechRadar.png\" alt=\"Here s an impressive free SEO tool that you ve got to test right now TechRadar\"><\/p>\n<p>Now, if you\u2019re an established brand, then getting these reviews should be relatively easy. But what if you\u2019re new, like the jacket company I worked for? How do you know which publications you should reach out&nbsp;to?<\/p>\n<p>The easiest way is to figure out who has reviewed or featured products similar to yours, then reach out and offer them your product for testing.<\/p>\n<p>To do this, brainstorm 2-3 competing brands. For example, if you\u2019ve created new email marketing software, your competitors would be companies like MailChimp and AWeber.<\/p>\n<p>Go to Ahrefs\u2019 <a href=\"https:\/\/ahrefs.com\/content-explorer\/\">Content Explorer<\/a>&nbsp;and enter a query like <code>mailchimp AND aweber<\/code><\/p>\n<p><img decoding=\"async\" class=\"wp-image-5574\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/mailchimp-aweber.png\" alt=\"mailchimp aweber\"><\/p>\n<p>You\u2019ll see tons of pages that mention both competitors.<\/p>\n<p><img decoding=\"async\" class=\"wp-image-5565\" src=\"https:\/\/ahrefs.com\/blog\/de\/wp-content\/uploads\/2020\/11\/7-content-explorer-results.png\" alt=\"7 content explorer results\"><\/p>\n<p>You can then export the list of unlinked domains, reach out, and try to get your brand mentioned alongside your competitors.<\/p>\n<h3 id=\"seo\">7. SEO<\/h3>\n<p>Content creation (owned media) is the prerequisite to rank on Google. But as mentioned above, you cannot control where and how high your content ranks. (Unless you pay for it a la Google Ads, which is paid&nbsp;media.)<\/p>\n<p>For that reason, in our book, SEO is a form of \u201cearned media.\u201d<\/p>\n<p>While you cannot dictate your organic ranking position, you can influence where it ranks. This is known as <a href=\"https:\/\/ahrefs.com\/blog\/what-is-seo\">Search Engine Optimization (SEO)<\/a>&nbsp;and broadly speaking, it involves:<\/p>\n<ul>\n<li><strong>Knowing what your customers are searching for. <\/strong>Do&nbsp;<a href=\"https:\/\/ahrefs.com\/blog\/keyword-research\/\">keyword research<\/a>&nbsp;to help you figure out which topics you want to appear for in Google.<\/li>\n<li><strong>Creating optimized content.<\/strong>&nbsp;Pouring your heart and soul into a piece of content doesn\u2019t guarantee that it\u2019ll rank. You need to bake SEO into your content right in the beginning by <a href=\"https:\/\/ahrefs.com\/blog\/seo-content\/\">following a proven SEO framework<\/a>.<\/li>\n<li><strong>Building links.<\/strong>&nbsp;Links are an important <a href=\"https:\/\/ahrefs.com\/blog\/google-ranking-factors\/\">Google ranking factor<\/a>. If you\u2019re following the strategies above, you\u2019re likely already <a href=\"https:\/\/ahrefs.com\/blog\/how-to-get-backlinks\">getting links<\/a>&nbsp;back to your&nbsp;site.<\/li>\n<\/ul>\n<div class=\"sidenote\"><div class=\"sidenote-title\">Sidenote.<\/div> There\u2019s more to SEO than just keyword research, creating content, and building links. You also need to have a technically sound website (<a href=\"https:\/\/ahrefs.com\/blog\/technical-seo\/\">technical SEO<\/a>), well-optimized pages (<a href=\"https:\/\/ahrefs.com\/blog\/on-page-seo\/\">on-page SEO<\/a>, and much more). We\u2019re focusing on the three aspects above here because they\u2019re your bread and butter. You\u2019ll get nowhere unless you create content about things people are searching for and build links to that content.&nbsp;<\/div>\n<p>Looking to learn more about SEO and how to do it? Follow <a href=\"https:\/\/ahrefs.com\/academy\/seo-training-course\">this free training course<\/a>.<\/p>\n<h2>Final thoughts<\/h2>\n<p>If there is a thread that connects all earned media and its strategies together, it would be <strong>word-of-mouth<\/strong>. And the easiest way to boost word-of-mouth is to delight your customers.<\/p>\n<p>The concept is relatively simple:<\/p>\n<ul>\n<li>Create a product or service your customers love and&nbsp;enjoy;<\/li>\n<li>Offer helpful and friendly customer service that solves their problems;<\/li>\n<li>Create entertaining and educational content that helps your customers with their questions or problems.<\/li>\n<\/ul>\n<p>If you check these boxes, your customers will naturally share your content on social media, leave positive reviews, and tell their audience about&nbsp;you.<\/p>\n<p>Did I miss any useful tips for getting earned media? <a href=\"https:\/\/twitter.com\/siquanong\" target=\"_blank\" rel=\"noopener noreferrer\">Ping me on Twitter<\/a>.<\/p>\n","protected":false},"excerpt":{"rendered":"<p>But why is earned media important? And how can you get more of&nbsp;it? In this post, we\u2019ll explore: Earned vs. paid vs. owned&nbsp;media Why earned media is important Examples of earned media How to get earned media If money changes<span class=\"ellipsis\">\u2026<\/span><\/p>\n<div class=\"read-more\">Read more \u203a<\/div>\n<p><!-- end of .read-more --><\/p>\n","protected":false},"author":146,"featured_media":132927,"comment_status":"closed","ping_status":"closed","sticky":false,"template":"","format":"standard","meta":{"wp_typography_post_enhancements_disabled":false,"footnotes":""},"categories":[390],"tags":[],"coauthors":[339],"class_list":["post-41083","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-marketing","odd"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v27.2 - https:\/\/yoast.com\/product\/yoast-seo-wordpress\/ -->\n<title>What is Earned Media? 7 Ways to Get It<\/title>\n<meta name=\"description\" content=\"Earned media is publicity gained organically from promotional efforts, like press coverage, social media mentions, and search engine rankings.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" href=\"https:\/\/ahrefs.com\/blog\/earned-media\/\" \/>\n<meta property=\"og:locale\" content=\"en_US\" \/>\n<meta property=\"og:type\" content=\"article\" \/>\n<meta property=\"og:title\" content=\"What is Earned Media? 7 Ways to Get It\" \/>\n<meta property=\"og:description\" content=\"Get more online love.\" \/>\n<meta property=\"og:url\" content=\"https:\/\/ahrefs.com\/blog\/earned-media\/\" \/>\n<meta property=\"og:site_name\" content=\"SEO Blog by Ahrefs\" \/>\n<meta property=\"article:publisher\" content=\"https:\/\/www.facebook.com\/Ahrefs\/\" \/>\n<meta property=\"article:published_time\" content=\"2020-11-24T23:38:23+00:00\" \/>\n<meta property=\"article:modified_time\" content=\"2023-05-15T09:59:41+00:00\" \/>\n<meta property=\"og:image\" content=\"https:\/\/ahrefs.com\/blog\/wp-content\/uploads\/2020\/11\/earned_media.png\" \/>\n\t<meta property=\"og:image:width\" content=\"1920\" \/>\n\t<meta property=\"og:image:height\" content=\"990\" \/>\n\t<meta property=\"og:image:type\" content=\"image\/png\" \/>\n<meta name=\"author\" content=\"Si Quan Ong\" \/>\n<meta name=\"twitter:card\" content=\"summary_large_image\" \/>\n<meta name=\"twitter:description\" content=\"Get more online love.\" \/>\n<meta name=\"twitter:creator\" content=\"@siquanong\" \/>\n<meta name=\"twitter:site\" content=\"@ahrefs\" \/>\n<script type=\"application\/ld+json\" class=\"yoast-schema-graph\">{\"@context\":\"https:\/\/schema.org\",\"@graph\":[{\"@type\":\"Article\",\"@id\":\"https:\/\/ahrefs.com\/blog\/earned-media\/#article\",\"isPartOf\":{\"@id\":\"https:\/\/ahrefs.com\/blog\/earned-media\/\"},\"author\":{\"name\":\"Si Quan Ong\",\"@id\":\"https:\/\/ahrefs.com\/blog\/#\/schema\/person\/e09e43a1a939a6723fb3c1ebd243f2e7\"},\"headline\":\"What is Earned Media? 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