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Earned media carries a ton of value, but not everyone understands how to measure its impact or grasp its full effect on your organic growth.

While it immediately provides increased brand awareness, earned media can also be an excellent vehicle for building brand authority as well as dramatically improving your off-page SEO.

Here at Stacker Studio, we’ve seen it work wonders with our brand partners, for whom we create newsworthy articles and syndicate them to our newswire.

To determine the short-term impact of earned media, we conducted an analysis of organic performance of 11 new brand partners across the first 90 days of their partnerships with us.

Here’s what we found:

Domain ratings rose by 5 points over 90 days. Image Credits: Stacker Studio

Referring domains rose by over 4,000. Image Credits: Stacker Studio

Growth for ranking keywords rose to 400 keywords. Image Credits: Stacker Studio

Organic clicks rose by over 8,600 in 90 days. Image Credits: Stacker Studio

I’m going to explain the entire process we used with examples so you can utilize similar strategies for your own content, SEO and digital PR efforts.

Tips for creating newsworthy content

Our goal is to create articles the publishers in our newswire want to run because they’re confident it’ll help them gain visits, clicks, subscriptions and more. We get a lot of feedback from our publisher partners that has informed our content strategy.

Here are a few of the insights we’ve gained after publishing more than 10,000 stories over the last four years.

Events and news pegs continue to drive high interest from our partners. For example, one of the largest local TV groups in the country has regularly published entertainment and lifestyles content tied to holidays, e.g. “Best Christmas movies of all time, according to critics,” and “50 cute baby names with holiday meanings.”