Earned Media

Earned media is publicity gained through promotional efforts other than paid advertising. It's called 'earned' because you earn it through your expertise, content quality, relationships, and reputation rather than paying for it. Earned media includes press coverage, social media mentions, reviews, backlinks from reputable sites, guest post opportunities, and word-of-mouth referrals.

Types of Earned Media

For financial advisors, valuable earned media includes

• Media coverage in financial publications (Forbes, Kiplinger, local business journals)
• Podcast guest appearances
• Quotes or expert commentary in articles
• Client reviews and testimonials
• Social media mentions and shares
• Backlinks from authoritative websites
• Speaking opportunities at conferences or events
• Awards and recognition

Earning Media Strategically

Earn media by

• Building relationships with journalists covering financial topics
• Creating shareable, newsworthy content
• Contributing expert commentary on timely topics
• Pitching yourself as expert source to publications
• Encouraging satisfied clients to leave reviews
• Speaking at industry events
• Participating in professional associations
• Publishing high-quality content that naturally attracts links Earned media typically provides more credibility than paid advertising because third-party validation carries more weight than self-promotion. A feature in a respected publication builds authority more effectively than an ad in the same publication.

Examples

• A financial planner earning Forbes contributor status and publishing quarterly articles, significantly boosting their credibility and website traffic
• An RIA being quoted as expert source in Wall Street Journal article about retirement planning, generating backlinks and new client inquiries
• A wealth manager appearing on three financial podcasts, reaching new audiences and establishing thought leadership without advertising spend