Turning earned media into compounding growth with the digital trifecta

Executive overview

Getting on podcasts or press generates earned media — but most companies let it die there. The real leverage comes from what you do with that coverage afterwards.

Stack earned, owned, and paid media together to multiply every press hit.

The digital trifecta

• Earned media: coverage on someone else's channel — podcasts, magazines, TV appearances
• Owned media: your press page, email list, and social channels where you reshare hits
• Paid media: boosted posts and retargeting ads that drive new audiences to your coverage

Activating earned media

• Collect all press and podcast links on a dedicated press page on your website
• Reshare each podcast episode 3–4 times per year on Facebook, LinkedIn, and Twitter
• Email your full list quarterly with a stack of 8–10 press links
• Repeat sharing works because audiences miss the first post or forget within months

Using paid media as the accelerant

• Buy traffic to your press links to pixel visitors for retargeting via AdRoll or Google
• Boost social posts to extend reach to new audiences beyond your existing followers
• Retargeting leverages social proof — visitors see credible third-party coverage