You Can Better Sway Your Audience With This Marketing Strategy

Can influencers become reporters? Do old-fashioned tactics for getting the latest scoop still work? How do stories get told in the age of instant gratification and viral content? Amid the whirlwind of digital innovation and the growing influence of social media moguls, traditional earned media like TV, radio, print and podcasts remain reassuringly solid. It’s like that trusty old leather jacket in a sea of ​​fast fashion: it may not scream “cutting edge,” but its value and style are timeless.

Often seen as a relic of a bygone era, the field still commands large audiences and plays a key role in shaping public perception. Social media influencers and digital marketers might argue that traditional media channels are outdated and that newer, flashier methods are more direct and impactful.

But if you ask my clients — CEOs and founders of some of the most exciting brands on the market today — you’ll get the exact opposite answer: traditional sounds a bit too traditional. Instead, Proven… Proven It’s the medium that gets the job done. You may wonder why traditional earned media remains so popular in an age obsessed with the new and the now. Is it nostalgia for the “good old days”? Or is there something inherently powerful about these traditional channels that modern digital strategies can’t replicate?

Let’s peel back the layers and explore six reasons why traditional earned media still reigns supreme, despite all the advancements and the allure of instant digital gratification.

Related: What Executives Need to Know About the True Power of Earned Media

1. Trust and reliability: the gold standard

The enduring appeal of traditional earned media is rooted in its unparalleled ability to build trust and credibility. There’s a big difference between seeing a sponsored post pop up in your social feed and watching your CEO give a thoughtful interview on your morning news show. The former may grab your attention, but the latter earns your trust.

This trust comes from the rigorous vetting process inherent to traditional media. Journalists and producers are trained to research and vet, ensuring the stories they air are not only compelling but also credible. This level of credibility is valuable for any brand looking to build a strong reputation.

2. Put the spotlight on authenticity

In today’s market, authenticity sells. Consumers are smarter and more skeptical than ever before. They can spot a sales pitch from afar and will walk away quickly if they feel duped. Traditional earned media provides a platform for authentic storytelling. Brands can tell their stories on a human level, through in-depth interviews, feature articles, documentary segments, and more. This authenticity helps you build a deeper connection with your audience and turn casual viewers into loyal customers.

3. Increased reach and exposure

Let’s talk numbers. While it’s true that a viral tweet can reach millions of people overnight, the audience for a well-positioned TV show or front page article is not only vast but also diverse. Traditional media channels deliver messages to a wide range of demographics, from millennials listening to their favorite podcast to older generations reading the morning paper. More importantly, exposure is often amplified through multiple touchpoints. For example, a news segment may be shared across online platforms, featured on radio shows, and even featured in follow-up articles. This ripple effect multiplies the impact of a single media appearance, expanding the reach far beyond the initial audience.

Related: Why Earned Media is the Best Way to Build Reputation

4. Leveraging Legacy Networks

There’s something to be said about the established networks that traditional media operates through. These aren’t just channels, they’re organizations with deep-rooted connections and wide reach. Getting your brand featured on a platform that has been authoritative in your industry for decades can open doors that newer media channels can’t. Positioning your brand alongside respected figures and trusted organizations can be a game-changer for companies looking to make a big impact in their industry.

5. Digital integration: getting the best of both worlds

My point here isn’t to say to abandon digital, but rather to use the strengths of traditional media to augment your digital marketing efforts. Imagine transforming an impactful TV interview into short clips for social media, a thoughtful op-ed into a series of blog posts, or tweeting radio coverage with a link to the online broadcast. By integrating traditional media coverage with your digital strategy, you can create a comprehensive campaign that leverages authenticity and modern reach.

6. Playing the long game: Building a brand legacy

Traditional media is about the long term, not just about grabbing immediate attention. The depth of coverage offered by these media formats means your brand’s story is told in a detailed and nuanced way. This is not about being ephemeral, but building a narrative with weight and authority that contributes to your brand’s legacy. Over time, this establishes your brand as a leader in your industry, which can have lasting benefits for growth and expansion.

Related: 6 Ways to Get the Most Value from Earned Media Coverage

Embracing tradition in an age of innovation

In the digital age, the allure of the new and shiny can be overwhelming, but there’s great value in sticking to the proven path of traditional earned media. Earned media offers depth, credibility, and authenticity that’s hard to replicate in new media formats. By weaving these traditional threads into your digital strategy, your brand can build a media presence that’s not only comprehensive, but also compelling. So, while it’s great to keep up with the times, remember that sometimes the old ways are the best way to make a real impact.