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How to Manage Earned Media When the Lines Are Blurring

Authors: GiniRoberts Chris Lynch
Posted Under: The Content Experience Show
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Hosted By

Anna Hrach

Convince & Convert
About The Content Experience Show:

Welcome to The Content Experience Show where content experience is the new content marketing. It’s not only about reaching our audiences where they are, but engaging them with a personalized experience of meaningful, useful content that they’ll take with them over time. The guests on the Content Experience Show share strategies, tips, and real-world examples of how they’re taking their content marketing to the next level and providing their current and prospective customers with a true content experience. This isn’t just a trend. It’s a movement.

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It doesn't get any better for content marketers. They present a balanced, insightful discussion of current trends and ask all the right questions. Their guest list is a "Who's Who" of content professionals. Outstanding.

Jared Johnson Piano

I love listening to marketing podcasts and this one is on my must-listen to list. Very knowledgable hosts and topical discussions.

The Marketing Book Podcast

Chris Lynch, Chief Marketing Officer at Cision, joins the Content Experience Show to discuss the evolution of earned media in the social media landscape.

Managing a Consistent Voice

One of the most powerful boosts a business can gain is word of mouth, or as it’s referred to in the content world, earned media. As Chris Lynch defines it, earned media is when someone talks about your brand without being paid for it.
Someone talking about your brand just because they want to goes a long way in building trust with your customers. As more and more people gain a voice and influence through the internet and social media, the issue for businesses becomes maintaining a consistent message and voice.
What Chris and his team at Cision have done is create a new position, a Vice President of Earned Media Management. He believes this is the next step in the evolution of earned media and that many more businesses will be following suit in the near future. Maintaining a consistent message for your brand is absolutely crucial, and if your business frequently works with earned media, it may be time to consider if you could benefit from this type of position.

In This Episode

  • How Cision manages content during acquisitions.
  • Why the lines are blurring between earned media and paid media.
  • Who should be responsible for maintaining a consistent voice with earned media.
  • Why Cision is hiring a VP of Earned Media Management.
  • When you should launch a press release.

Quotes From This Episode

“The key is starting with a very repeatable project plan when you do acquisitions.” — @cglynch
Earned media is media that is mentioning a brand, being generated by someone who's not in the employ of the brand. Click To Tweet
“The role of CMO is to help the company acquire, engage, and retain customers across all three of the main media channels, being paid, owned, and earned.” — @cglynch


Content Experience Lightning Round

If you were to create a podcast about any kind of personal interest, what would it be?
The show would be about amateur boating! Chris recently split the cost of a boat with his brother and has been learning how to sail, so he would love to talk about the process and answer questions for others who are learning.
See you next week!

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