How do you calculate the longevity of earned media value?
Calculating the longevity of earned media value (EMV) is essential for understanding the lasting impact of non-paid promotional efforts on brand reputation and overall marketing success. This document will outline the key concepts, methodologies, and strategies involved in assessing the longevity of EMV, providing insights for marketers and businesses aiming to maximize their earned media strategies.
Introduction to Earned Media Value
Earned media value refers to publicity gained through promotional efforts other than paid advertising, including word-of-mouth, social media mentions, news coverage, reviews, and other forms of content generated by users or media outlets. The value of earned media lies in its ability to enhance brand visibility, credibility, and customer trust without direct advertising costs.Understanding Earned Media Longevity
Longevity in the context of earned media refers to the duration over which earned media content continues to impact brand awareness, engagement, and conversion rates. Unlike paid media, which has a clear start and end date, earned media can persist and circulate over extended periods, sometimes experiencing resurgences in popularity.Key Factors Influencing Earned Media Longevity
- Content Quality and Relevance: High-quality, relevant content is more likely to be shared and remain pertinent over time.
- Platform and Distribution Channels: The platforms on which content is shared can significantly impact its longevity, with some platforms favoring longer content lifespans.
- Audience Engagement: Content that resonates with and engages the audience can sustain its relevance and continue to generate value.
- External Events: Current events and cultural trends can reignite interest in past content, extending its lifespan.
Measuring Earned Media Longevity
Analytical Tools and Metrics
Various tools and metrics can be used to measure the longevity of earned media, including:- Web Analytics: Tools like Google Analytics can track the ongoing traffic and engagement with content over time.
- Social Media Monitoring: Platforms like Hootsuite or BuzzSumo can help track mentions, shares, and engagement across social media over extended periods.
- Sentiment Analysis: Analyzing the sentiment of ongoing conversations can provide insights into the lasting impact of earned media on brand perception.
Key Performance Indicators (KPIs)
Selecting appropriate KPIs is crucial for assessing EMV longevity effectively. These might include:- Engagement Over Time: Tracking likes, shares, comments, and other forms of engagement over time can indicate content’s lasting appeal.
- Traffic Trends: Monitoring web traffic from earned media sources over extended periods can provide insights into content longevity.
- Conversion Rates: Analyzing how conversions attributed to earned media evolve over time can help assess its lasting value.
Strategies to Enhance Earned Media Longevity
To maximize the longevity of earned media value, consider the following strategies:- Evergreen Content Creation: Developing content that remains relevant regardless of time can ensure sustained interest and sharing.
- Community Building: Engaging with and fostering a community around your brand can help maintain interest and discussion over time.
- Cross-Platform Promotion: Sharing and promoting content across multiple platforms can extend its reach and lifespan.
- Continuous Engagement: Regularly engaging with your audience and updating content can keep it relevant and extend its life.