.
Establish yourself as a thought leader.
Earned media is content published by a trusted third party. It could be a local media outlet, or a national platform like CNBC – the key distinction is that it’s not native advertising, it’s professional insight from a subject matter expert presented to educate their audience.
The benefits of earned media are immense, because it positions your representatives as thought leaders for key persona services. And in addition to introducing your firm to new audiences, it also boosts SEO, as some of the key metrics Google evaluates for page rankings are third party links, referral traffic, and page visits. For example, the articles I ghostwrote for Kiplinger Building Wealth were emailed out to their 300,000+ subscribers and included an author bio and a link to the firm website.
“The benefits of earned media are immense, because it positions your representatives as thought leaders for key persona services.”
While at Waldron Private Wealth, I wrote 20+ articles published as earned media by Kiplinger Building Wealth. After the first two were published, I had earned the right to write about any subject we chose, so long as the articles remained educational and relevant to their audience. As a marketer, those guidelines resonated strongly with my client-centric perspective, because I really believe that providing value to prospects builds trust and helps set you apart.
Position your firm as an industry leader for key client services
Estate Planning
Integrating the right trust solution into your estate plan can be a powerful tool to ensure your wishes are faithfully carried out.
Cash Flow Management
When you’re planning for retirement, the first thing you should do is understand what you’re actually spending.
Risk Management
Following these best practices will help you successfully integrate life insurance into your long-term planning.
Business Owner Services
The crucial steps entrepreneurs should take before they buy or sell a business.
Extend your reach to more potential clients
College Savings 101: Arguments Against 529 Plans
Kiplinger Building Wealth article
I pitched the local CBS affiliate with an educational segment addressing a common business owner pain point: What do you need to know before you buy or sell a business? It led to an appearance for the firm President on KDKA’s Sunday morning business program.
What Are the Best College Savings Plans?
A CNBC producer contacted me after reading the Kiplinger college savings article and invited the Managing Director to be their education planning expert on Power Lunch.
Oliver Cohen Marketing Portfolio 