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More Brands Paying to Distribute Earned Media Mentions

Here’s another story about how PR and marketing should be best friends: more brands are spending money to bring attention to unpaid media mentions.

Edelman’s Steve Rubel tells Digiday that more and more marketers are working to “making sure the press coverage you’ve already earned works harder” by pairing with networks like Twitter or “you might also like” content recommendation services like Outbrain to push more traffic toward those media mentions earned by sheer luck, quality products or…hard-working, press-savvy PR teams. (You knew we’d get there.)

The advantage to this approach, of course, is that earned media will always be more valuable than paid. But the ROI is a more difficult to measure for retailers, who have trouble drawing a line between clicks on third-party posts and subsequent sales.

Most of the content distributed by brands is still created by and for the brands themselves, but according to the original post this third-party distribution trend has begun to pick up. We’re most intrigued by news sources like CNET allowing brands to score paid placement of product reviews on their homepages.

Now who specializes in both scoring and finding earned media mentions? PR! Can we expect to begin working more directly with marketers on related third-party content projects?

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