How to Build Thought Leadership With Earned Media

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    EarnedMedia.io

    How to Build Thought Leadership With Earned Media

    Navigating the landscape of earned media can elevate thought leadership to new heights. This article distills expert insights and practical strategies for leveraging third-party validation and authentic connections. Discover how to share value and build trust, shaping conversations within your industry.

    • Focus on Sharing Genuine Value
    • Leverage Earned Media for Third-Party Validation
    • Contribute Meaningful Insights to Shape Conversations
    • Build Thought Leadership Through Authentic Connections
    • Share Expert Insights Through Earned Media
    • Deliver Relevant Content to Increase Confidence
    • Share Valuable Insights to Build Trust
    • Pitch Unique Insights to Journalists
    • Share Expertise in Articles and Podcasts
    • Participate in Online Communities and Share Advice
    • Provide Value That Media Outlets Can't Ignore
    • Leverage Expertise to Attract Media Attention
    • Increase Credibility Through Influencer Endorsements
    • Partner with Local News Outlets for Exposure
    • Collaborate with Trusted Platforms and Influencers
    • Produce Research-Backed Content to Spark Conversations
    • Contribute to Discussions in Relevant Forums

    Focus on Sharing Genuine Value

    Earned media is one of the most effective ways for us to build thought leadership and position our brand as an industry authority. Our approach is simple: focus on sharing genuine value, not self-promotion.

    For example, we actively respond to media requests (like HARO) by contributing actionable insights from our experience managing software development projects for global clients. Instead of generic tips, we share specifics like how to streamline communication in distributed teams or prioritize features under tight deadlines. These practical takeaways build trust because they're based on real-world scenarios.

    We also write guest articles on niche topics that resonate with our audience. Once, we shared strategies for how smaller companies can compete with larger ones by leveraging custom software. That piece connected well because it was honest, highly relevant, and actionable.

    Consistency and authenticity are key. By sharing what we've learned, backed by real examples, we've naturally positioned ourselves as a trusted resource. It's not about sounding perfect it's about being real, relatable, and reliable.

    Vikrant Bhalodia
    Vikrant BhalodiaHead of Marketing & People Ops, WeblineIndia

    Leverage Earned Media for Third-Party Validation

    To build thought leadership and establish my brand as an authority in the industry, I leverage earned media strategically by aligning our expertise with credible external platforms, industry publications, and influencers.

    Earned media, unlike paid media, offers the benefit of third-party validation, which is crucial for establishing trust and authority. Over the years, I've found that securing features, mentions, and guest articles in respected industry outlets is one of the most effective ways to demonstrate thought leadership.

    For example, I worked on securing a feature in a well-known industry blog for one of our clients in the e-commerce space. We focused on positioning the client's CEO as a thought leader by having them share insights on emerging trends in e-commerce, especially around AI and customer experience. This not only showcased their expertise but also resonated with the target audience, generating more engagement and driving higher-quality leads. The key was identifying the right platforms that catered to our target demographic and aligning the content with both the platform's audience and the client's vision.

    I also use earned media to drive discussions through industry panels, podcasts, and expert interviews. For instance, we worked with a podcast host who was highly respected in the marketing community, and the conversation revolved around innovative marketing strategies. Being featured on such platforms gave us the opportunity to expand our reach and influence while adding credibility to our brand.

    The results of these efforts are measurable through increased brand visibility, improved SEO rankings, and heightened audience trust. By consistently sharing valuable insights and leveraging earned media, we've been able to foster long-term credibility and position our brand as a trusted authority in our space.

    Georgi Petrov
    Georgi PetrovCMO, Entrepreneur, and Content Creator, AIG MARKETER

    Contribute Meaningful Insights to Shape Conversations

    Earned media has been a cornerstone in establishing our brand as a trusted authority in the heavy equipment appraisal industry. Getting featured is about contributing meaningful insights that help shape conversations in the field. We focus on providing expertise that solves real problems, which naturally attracts media interest.

    We collaborated with a major construction trade publication to discuss trends in equipment valuation during economic downturns. Instead of promoting our services outright, we shared data and analysis on how market conditions were affecting equipment values. The article highlighted our independent perspective and sparked discussions among contractors, lenders, and insurers. It positioned us as a reliable source for understanding the complexities of equipment appraisal.

    This strategy has helped us move beyond being a service provider to becoming a thought leader in the industry. It's about showing and not just saying that we're the experts clients can turn to when they need clarity and trust in complex situations.

    Build Thought Leadership Through Authentic Connections

    As a UGC manager at Rathly, I've learned that building thought leadership requires a genuine, human connection with your audience. It's not about flashy campaigns or endless self-promotion. It's about being consistent, showing up where your audience already is, and sharing valuable insights that resonate with their needs. For example, when we work with clients, we focus on creating authentic content that answers their real questions. This builds trust and positions the brand as someone they can rely on for expert advice.

    When it comes to earned media, one effective way is by partnering with industry influencers who already have the trust of your audience. Their endorsement, whether through a simple share or a more detailed post, can validate your expertise. I've seen how it works for Rathly when clients get featured in industry blogs or publications. That kind of recognition helps your brand stand out and shows you're not just another voice in the crowd. People want to hear from those who are respected in the field.

    Natalia Lavrenenko
    Natalia LavrenenkoUGC manager/Marketing manager, Rathly

    Share Expert Insights Through Earned Media

    I use earned media strategically to position myself and our company as thought leaders. By building relationships with key journalists and industry influencers, I contribute expert insights through guest articles, interviews, and keynote presentations at major events. This approach allows me to share our vision, innovative solutions, and unique perspectives on emerging trends, amplifying our story. When respected publications feature our insights or invite me to speak on relevant topics, it boosts my credibility and reinforces our brand's authority, ultimately driving engagement and trust within our target audience.

    For instance, I recently secured a feature in a leading industry magazine discussing how our firm leverages AI-driven PR strategies to empower female entrepreneurs. In that piece, I shared actionable insights, success stories, and the strategic framework behind our approach, subtly highlighting the expertise and innovation at the core of our brand. This earned media placement significantly enhanced our reputation, attracted new opportunities, and established our company as a go-to resource for cutting-edge marketing solutions. Such authentic endorsements from trusted publications expanded our reach and solidified our standing as an industry authority, showcasing the powerful role of earned media in building thought leadership.

    Kristin Marquet
    Kristin MarquetFounder & Creative Director, Marquet Media

    Deliver Relevant Content to Increase Confidence

    Publicity or any form of media exposure makes it possible for the company to associate the brand with industry leaders. It is authentic and therefore increases the level of confidence, as well as reach in the natural sense.

    A live example is a SaaS company, which posted relevant blogs and creative research reports on the future of the industry, which were covered by the media extensively. The generation of such constant thought leadership content generated interviews and speaking opportunities for the CEO and established the brand.

    Using earned media is about delivering the most useful, relevant content to the audience that seeks answers to specific questions and problems. However, when distributed through the right channels, it can greatly improve brand reputation and credibility.

    Fahad Khan
    Fahad KhanDigital Marketing Manager, Ubuy Nigeria

    Share Valuable Insights to Build Trust

    For me, earned media is all about sharing valuable insights and positioning my brand as a trusted voice in the industry. It's not about pushing sales: it's about joining conversations that matter. When I can contribute content to respected platforms, like industry publications or podcasts, it instantly boosts credibility in a way that self-promotion just can't match.

    I focus on creating content that speaks directly to my audience's challenges. When that content is picked up by external sources, it feels like a real win for the brand. One example that stands out was when I wrote about how digital marketing is changing due to new privacy laws. It got picked up by a major magazine, and suddenly I was getting offers for speaking gigs and collaborations.

    Earned media, for me, is about amplifying your voice in the right spaces. It builds trust with your audience, positions you as an authority, and opens up opportunities you might not even have considered.

    Pitch Unique Insights to Journalists

    Earned media is a powerhouse for building thought leadership because it puts your expertise in front of an audience that already trusts the platform. The key? Pitch unique, timely insights to journalists that solve real problems or spark interesting conversations. For example, sharing data-driven trends or offering contrarian takes on industry norms can grab headlines. Once you land that placement, amplify it-share it on your channels, add it to your site, and weave it into sales conversations. When people see your name pop up in credible outlets, they start seeing your brand as the go-to authority.

    Justin Belmont
    Justin BelmontFounder & CEO, Prose

    Share Expertise in Articles and Podcasts

    To establish thought leadership, I actively look for opportunities to share my expertise in articles, podcasts, and webinars. These types of earned media allow us to show our knowledge and connect with audiences who are already interested in our industry. By sharing valuable insights, we can build trust and position our brand as a go-to authority in the field.

    For example, we recently collaborated with a podcast focused on SaaS businesses. During the episode, I shared lessons we learned while growing our subscription-based model. This not only brought in new leads but also helped potential customers see us as experts they can trust. Consistently being featured in trusted spaces like this strengthens our credibility and helps establish our brand's authority over time.

    Participate in Online Communities and Share Advice

    I have found that utilizing earned media is a powerful way to establish myself as a thought leader in the industry and elevate my brand as an authority. Earned media refers to any exposure or coverage that is gained through organic means, such as media mentions, social media shares, or word-of-mouth recommendations. One of the most effective ways I have used earned media to build thought leadership is by actively participating in online communities and sharing valuable insights and advice.

    For example, I am part of several Facebook groups for homebuyers and sellers in my local area. Whenever someone posts a question or seeks advice related to real estate, I make sure to provide helpful and informative responses based on my expertise and experience. This not only establishes me as a knowledgeable and helpful real estate agent, but also increases the visibility of my brand to potential clients.

    Provide Value That Media Outlets Can't Ignore

    The key lies in providing value that media outlets-and their audiences-can't ignore. Share your expertise by creating insightful blog posts, data-backed reports, or by commenting on industry trends. Journalists and editors seek authoritative, informed voices, making your brand a go-to resource. At Maid Sailors, we've strategically invested in topics like cleaning trends and sustainable solutions, topics that resonate with our audience and align with media interests. Consistency is also important. Thought leadership isn't earned overnight-it's built through repeated evidence of value. A single quote in an article or one op-ed won't make you an authority, but layered efforts like recurring engagements with media and continual content production can. Combined, earned media and thought leadership acts as a virtuous cycle, where one expands the impact of the other, resulting in sustained growth and influence for your brand.

    Leverage Expertise to Attract Media Attention

    Earned media is one of the most powerful tools for establishing thought leadership and positioning yourself as an authority in your industry. By leveraging your expertise and delivering consistent value, you can attract the attention of credible media outlets that amplify your message. My strategy involves identifying key industry topics where I can offer unique insights, building relationships with journalists, and consistently contributing meaningful content through interviews, articles, and public speaking. For example, when Forbes approached me for an interview about scaling small businesses, I shared actionable strategies rooted in my years of experience transforming underperforming businesses and leading them to multimillion dollar success. One of my proudest examples of leveraging earned media came after conducting my study on 675 entrepreneurs to uncover what drives business success. I distilled the findings into practical insights and pitched them to outlets like Entrepreneur and CNN, focusing on issues such as recruitment challenges and profitability pitfalls. My qualifications ranging from building my own telecommunications business to earning an MBA in finance allowed me to speak with authority. These articles not only boosted my credibility but also provided a platform to promote my coaching services. As a result, I attracted a global client base, including businesses from Australia, the UAE, and the US. This approach shows that earned media is not just about visibility but about creating trust and building lasting relationships with your audience.

    Increase Credibility Through Influencer Endorsements

    One of the most effective ways to develop thought leadership and position your company as an authority in the field is through earned media. You may increase your credibility and level of expertise by obtaining organic publicity through influencer endorsements, podcast appearances, guest posts, and press mentions. Produce high-quality content that regularly addresses market trends, obstacles, and advancements in order to capitalize on earned media. To convey your viewpoint, work with influencers or submit ideas to pertinent outlets. A technology corporation may, for instance, provide a data-driven analysis of new trends. They create media coverage by submitting this report to industry forums, press organizations, and tech blogs. Coupled with thought-leadership articles by executives in key publications and podcast guest appearances, the brand positions itself as a go-to expert. This visibility builds trust, attracts partnerships, and strengthens its authority in the market.

    Partner with Local News Outlets for Exposure

    I've leveraged earned media by partnering with local news outlets and publications to enhance credibility and expand my reach to a broader audience. For instance, I offered my expertise on the current state of the housing market for a segment on a popular morning show, where I discussed recent trends, challenges, and opportunities in real estate. This opportunity not only provided valuable exposure for me and my brand but also positioned me as a trustworthy and knowledgeable source on real estate matters. By sharing actionable insights and practical advice, I was able to connect with viewers and establish myself as a go-to expert in the field, further enhancing my professional reputation.

    Collaborate with Trusted Platforms and Influencers

    Leveraging earned media to build thought leadership involves strategically collaborating with platforms and influencers your target audience trusts. A lesser-known technique is to participate actively in niche industry podcasts or webinars. These platforms often have dedicated listeners who value expert insights. When you share your expertise and unique perspectives, you're not just promoting products; you're establishing your brand as an authority.

    Imagine a podcast episode discussing sustainable fashion practices. Share behind-the-scenes knowledge about your jewelry's eco-friendly production processes. This approach not only highlights your expertise but also aligns your brand with broader industry values. Consistently participating in these conversations will help position your brand as an innovator in sustainability, earning respect and trust from your audience.

    Jovie Chen
    Jovie ChenCEO & CHRO, Zogiwel

    Produce Research-Backed Content to Spark Conversations

    We use earned media to establish thought leadership by producing insightful, research-backed content that sparks industry conversations and earns organic exposure.

    For example, we released a blog titled "CopyLeaks AI Content Detector Review: Fact or Fiction?" which provided a deep understanding of Copyleaks, a comprehensive evaluation of it through a structured testing methodology, and the potential consequences of it for a brand/agency. The article gained traction with organic traffic of over 2,000, and it was shared by industry professionals, leading to features in AI-focused newsletters, backlinks from tech blogs, and an invitation to discuss the topic on a podcast.

    By consistently creating valuable content that informs and engages our audience, we strengthen our authority in the digital marketing space while driving organic brand awareness.

    Contribute to Discussions in Relevant Forums

    I encourage our team to contribute to discussions in relevant forums and social media platforms, sharing knowledge about kitchen layouts, custom kitchen cabinets, and the benefits of semi-custom euro-style kitchen cabinets. Active participation enhances our reputation and fosters relationships within the industry. By responding to inquiries and providing valuable advice, we build trust with potential customers and establish a community around our brand.

    I use customer testimonials and case studies showcasing transformations with our products to highlight real-world applications of our expertise. By consistently delivering valuable content and engaging authentically with our audience, we create a strong foundation of earned media that reinforces our position as a leader in the home improvement sector.

    Josh Qian
    Josh QianCOO and Co-Founder, Best Online Cabinets