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Earned Media Planning Guide

Create a buzz and earn your consumers’ trust with the right strategy

Earned media refers to the publicity that you’ve gained through activities which aren’t paid for such as shares, reposts, (digital) word of mouth, reviews, recommendations and media relations.

Since it’s driven by organic search engine rankings for your content, earned media marketing is imperative to earning consumers’ trust and it’s one of the best ways to drive related traffic to your website.

Why is Earned Media Marketing Planning Essential?

Since earned media is a key component of your brand recognition, it needs to be planned wisely, calculating all the components in order to be able to measure, report and optimise. Also, the better you plan, the more buzz you will get for your brand. An effective earned media strategy builds brand awareness and credibility and keeps your brand relevant and popular with your target audience.

There are many key points to consider when building an efficient earned media strategy such as your main goal, target audience, the characteristics of each earned media channel, as well as related growth metrics. To reduce the complexity, we’ve prepared a guide for you to have an understanding of how to create an earned media marketing plan with some growth tactics for you to use in your earned media marketing activities.

What Does This Planning Guide Include

This comprehensive guide covers the 3 main steps for you to create your Earned Media Marketing plans. The guide also introduces you to the essential concepts and the terminology with tips, related growth metrics and examples. Additionally, you will be able to exercise each module and process in the Growth Marketing Hub with the help of dashboard screenshots. 

  1. Choose or Create Your Brand/Product 
  2. Choose or Create Your Persona
  3. Create Tactics 
  4. Manage Your Plan/Tactics 


earned media planning


Who is This Planning Guide for?

GMH Growth-Driven Marketing Planning Guides are designed for those who want to create a strong growth structure and apply a sustainable digital marketing strategy for their organisation. GMH guides are also highly useful for those who don’t have an established brand and just want to learn. You can benefit from this guide if you are:

  • A traditional marketer who wants to upskill into growth-driven and digital marketing
  • Any digital marketing professional who wants to build and manage a sustainable growth-driven marketing strategy
  • An inspired career changer
  • A small-business owner or an entrepreneur who wants to grow their business 
  • A graduate who just wants to learn the latest marketing techniques and methods

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Resource Tags

Growth Channels: Earned Media

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Earned Media Planning Guide
Guide to maximise earned media marketing efforts