How to turn owned content into earned media wins

So you’ve finally managed to generate content for your website that tells the story of your organization. Maybe it’s a series of blogs featuring leadership that outlines the organizational mission with a personalized touch. Perhaps it’s a video series that visualizes how your company is making a tangible difference in your space. But the time always comes when you need to transition your storytelling push from your home turf to the world at large, and that’s done through pitching, then securing earned media placements.

Know your brand.

Whether you’re building a great owned media strategy from scratch or gearing up to branch that narrative out into the world beyond the walls of your organization, the starting place remains the same – it’s all about having a deep knowledge of your brand. This goes hand-in-hand with building on the trust you’ve built with your customer base and those who interact with the material you’ve put out into the world so far. Nancy Lippincott, director of content at Best Lawyers, shared an anecdote about how her organization worked to get its name out into the world with reputable journalists.