The easiest way to think about earned media (or partnerships) is that you’re borrowing attention from someone who has already done the work to build an audience. All earned media strategies are built upon a single question: “Who are my customers already paying attention to?” From there, the goal of earned media/partnerships is simple: find a way to get your partners talking about you, featuring your platform, or giving you access to their audience. And this type of channel can be quite rewarding—it’s one of the most cost-effective and quick ways to start building authority in any market.
