Earned Media / Content Marketing Terms Earned Media Earned media refers to publicity or exposure gained through organic methods rather than paid advertising or owned channels. It includes coverage in news articles, blog mentions, customer reviews, influencer shout-outs, podcast features, social media shares and word-of-mouth recommendations. Earned media is considered one of the most credible forms of promotion because it reflects third-party validation and genuine public interest. Unlike paid media, where brands control the message and placement, earned media is the result of relationships, relevance and resonance. For example, a nonprofit might gain earned media through a local news feature about an event. A B2B company might be mentioned in a trade publication after launching a new product. Social proof such as online reviews, testimonials and organic influencer content also fall into this category. Although it cannot be purchased directly, earned media can be encouraged through strategic public relations, community engagement and compelling storytelling. Earned media builds trust, boosts brand awareness and often improves search engine visibility. It is especially powerful when combined with paid and owned media in an integrated strategy. However, it requires consistent effort to maintain media relationships, pitch relevant stories and monitor brand mentions. Tools such as Google Alerts, Meltwater, Cision and Mention help track coverage and measure impact. For mission-driven and impact-focused organisations, earned media extends reach, amplifies credibility and drives deeper engagement with target audiences.