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Earned Media Planning Tool

Earned media refers to the publicity that you’ve gained through unpaid activities such as shares, reposts, (digital) word of mouth, reviews, recommendations and media relations. Therefore, earned media marketing is essential to earning consumers’ trust and it’s one of the best ways to drive related traffic to your website.

Since earned media is a key component of your brand recognition, the better you plan, the more buzz you will get for your brand. But what key points should you consider when building an efficient earned media strategy and how do you plan without any complications?

We’ve prepared a tool for you to create an earned media marketing plan without a hassle where you can determine your main goal, target audience, the characteristics of each earned media channel, as well as related growth metrics.

What Does This Planning Tool Include?

With this tool, you’ll be able to create Earned Media Marketing plans based on your product/service/solution and persona. You will also be able to view and delete your completed growth plans as well as take other actions. Even if you don’t have an established brand, the Growth Marketing Hub is designed to give you the opportunity to exercise each module and process.

  1. Choose or Create Your Brand/Product: You can either choose one of the brands/products you have created at the “Internal Check-Up” tool or create a new brand.
  2. Choose or Create Your Persona: You can either choose one of the personas you have already created at the “Persona Creation” tool or create a new persona.
  3. Create Tactics: Here, you will be able to determine the necessary steps for your earned media marketing plans such as your target page, earned media method, target audience, growth area, main goal and more. 
  4. Manage Your Plan/Tactics: On this screen, you can see all of your created tactics for each brand/product and persona. You can also create a new tactic, copy, print, and download your plan as excel sheet or PDFs, or remove the tactics you have completed or want to delete from the list.

How Will I Use This Planning Tool?

In order to help you use this Earned Media Marketing Planning tool, we’ve prepared a step-by-step guide for you. The Earned Media Marketing Planning Guide includes screenshots from the dashboard and introduces you to the essential concepts and the terminology including valuable tips and growth tactics. 


earned media planning


Who is This Planning Tool for?

GMH Growth-Driven Marketing Planning Tools are designed for those who want to create a strong growth structure and apply a sustainable digital marketing strategy for their organisation. GMH tools are also highly useful for those who don’t have an established brand and just want to learn. You can benefit from this tool 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 Tool
Maximise earned media marketing efforts