19/10/26
What is Earned media? How to Improve AI Search Discoverability?
Find out ways to improve your brand’s discoverability in AI search results.
Why you should prioritise earned media in your marketing strategy.
Did you know that a way to improve discoverability in AI search results for your brand is to prioritise earned media in your marketing strategy? Earned media is any publicity, coverage, or attention a brand receives that it does not pay for or directly control. It’s created when independent third parties voluntarily talk about or share content.
Why is this? Because Large Language Models (LLMs) like ChatGPT prioritise third-party credibility, authority and trust over paid placements or self-published content. AI systems are engineered to minimise misinformation, and they heavily rely on independent validation to decide which brands are worth citing in their summaries.
So, what is the implication for your marketing strategy?
Simply that it’s going to be more important than ever to generate this credibility, authority and trust through earned media. The below are great examples of what to aim for:
- Press Coverage: News articles, magazine features or journalist interviews written about your company.
- Customer Reviews & Ratings: Testimonials on platforms like Google, Trustpilot, or e-commerce sites.
- Organic Social Shares & Mentions: Posts, retweets, or video shout-outs from users or unpaid influencers.
- Word-of-Mouth: Recommendations passed directly between consumers
Here at Brookes we can gain the media coverage you need to help ensure your share of visibility in AI search results.
We keep on top of the media outlets you should be targeting, so that we can advise you on why they matter to your business. We can help you to make sure that your earned media, website content and organic social media work cohesively together to strengthen your visibility.
How can Brookes & Co help?
Talk to Brookes & Co about how your marketing communications strategy can evolve to build greater visibility, relevance and influence in an increasingly AI-powered search landscape.
Get in touch if you'd like to find out more.
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