Shally Steckerl breaks down how to earn media coverage through reciprocity: guest posts, recommendations, and shareable content. He contrasts interruption ads with native advertising and explains why email should be designed to spread, not just sell.
A way to do that, to get earned media, is to share your content and have guests come on your blog and mention them and share your content with them and give them a hat tip. Because when you mention someone else, one of the things that they're going to do is reciprocate. So you can do that. While I'm at it, I want to talk to you about the difference between traditional advertising and what is now known as native advertising. You see, traditional advertising is interruption-based. That's your display ad, your banner, your skyscraper, your hero image in the real world, IRL. Those are commercials on TV or on the radio, billboards. They're full-page ads. They're classified ads, job postings. That's traditional and really doesn't work as well anymore. It still works but What works much better is native advertising, and that's where you're reading content and within the content there's recommended for you or you might also like. In search engine results, those are the sponsored ads that are buried in there right along with your search engine results. On your YouTube, that's the video that says suggested or up next. That's native. In your feeds, This is social media posts that are being pushed to you from LinkedIn, from Facebook, and other places like that. One last word about earned media. In addition to guest posts, you can also write recommendations because that's an easy way to get recommendations. People do like to reciprocate. And one last word about owned media is you can actually use email as owned media. If your content is share-worthy, people will forward your message. But if your email is all about you and what your company needs, we're hiring right now, we need this, we need that, that's not going to get forwarded. So be clickable and be shareable. Join me March 27th for a free webinar on my tactical playbook for strategic influence. Check the link below. A way to do that, to get earned media, is to share your content and have guests come on your on your blog and mention them and share your content with them and give them a hat tip. Because when you mention someone else, one of the things that they're going to do is reciprocate. So you can do that. While I'm at it, I want to talk to you about the difference between traditional advertising and what is now known as native advertising. You see, traditional advertising is interruption-based. That's your display ad, your banner, your skyscraper, your hero image. Uh, in the real world, IRL, those are commercials on TV or on the radio, billboards. They're full-page ads, they're classified ads, job postings. That's traditional. It really doesn't work as well anymore. It still works, but what works much better is native advertising. And that's where you're reading content, and within the content there's Recommended for you, or you might also like. In search engine results, those are the sponsored ads that are buried in there right along with your search engine results. On your YouTube, that's the video that says suggested or up next. That's native. In your feeds, this is social media posts that are being pushed to you from LinkedIn, from, from Facebook and other places like that. One last word about earned media. In addition to guest posts, you can also write recommendations because that's an easy way to get recommendations. People do like to reciprocate. And one last word about owned media is you can actually use email as owned media. If your content is share-worthy, people will forward your message. But if your email is all about you and what your company needs, we're hiring right now, we need this, we need that, that's not going to get forwarded. So be clickable and be shareable. Join me March 27th for a free webinar on my tactical playbook for strategic influence. Check the link below. A way to do that, to get earned media, is to share your content and have guests come on your, uh, on your blog and mention them and share your content with them and give them a hat tip. Because when you mention someone else, one of the things that they're going to do is reciprocate. So you can do that. While I'm at it, I want to talk to you about the difference between traditional advertising and what is now known as native advertising. You see, traditional advertising is interruption-based. That's your display ad, your banner, your skyscraper, your hero image in the real world, IRL. Those are Commercials on TV or on the radio, billboards, they're full-page ads, they're classified ads, job postings. That's traditional and really doesn't work as well anymore. It still works, but what works much better is native advertising. And that's where you're reading content, and within the content there's recommended for you or you might also like. In search engine results, those are the sponsored ads that are buried in there right along with your search engine results. On your YouTube, that's the video that says suggested or up next. That's native. In your feeds, this is social media posts that are being pushed to you from LinkedIn, from Facebook, and other places like that. One last word about earned media. In addition to guest posts, you can also write recommendations because that's an easy way to get recommendations. People do like to reciprocate. And one last word about owned media is you can actually use email as owned media. If your content is share-worthy, people will forward your message. But if your email is all about you and what your company needs, we're hiring right now, we need this, we need that, that's not going to get forwarded. So be clickable and be shareable. Join me March 27th for a free webinar on my Tactical Playbook for Strategic Influence. Check the link below.
Scaling Talent at Hypergrowth: Leadership, AI, and Hiring Excellence with Cindy Nicola
