Matthew Yuda

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Crypto PR 2022: Earned Media versus Paid Media

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Crypto PR 2022: Earned Media versus Paid Media

In crypto, getting your project known and talked about is one of the biggest hurdles. An essential part of every marketing strategy is building relationships with media outlets, influencers and other industry players.

That's where public relations (PR) comes in. And in PR, there are often two ways to about it: earned or organic media and paid media.

But what is the difference? And which one should you choose for your crypto PR strategy 2022? Let's take a look.

Paid Media for Crypto & NFT 2022

Paid media is one of the quickest routes to get coverage within the Web3 space. It's a straightforward way to get placements.

Although paid content is not as effective anymore, it still is one of the most reliable ways to get your project across to the public.

Advantages of Paid Media

  • Speed – As far as function, paid media is quick and easy to deploy on the web.
  • Reliability – It's suitable for investors and enthusiasts who want to keep track of the constant growth of your project.
  • Placements – You can submit your press features on big news sites like Yahoo Finance, Forbes, CoinTelegraph, and more.

Disadvantages of Paid Media

  • Lack of credibility – Readers are less likely to believe the news if they see that it's paid.
  • Low domain authority – In search engine optimization (SEO), most paid content do not contain follow links.

How to get paid media for your crypto 2022 project

Press Distribution Services

You can find a press distribution service to help you share your releases. A PR agency will often begin with a PR wire strategy and then use other channels to get the word out.

KOLs and Influencers

You can find key opinion leaders (KOLs) and influencers to share your content for a fee.

Ad Networks

These companies connect advertisers with publishers to serve ads on their websites or mobile apps.

Earned Media for Crypto & NFT 2022

Earned media, also known as organic media, is a powerful tool for any Web3 project. Since it costs nothing, it tends to work in favor of the company on a cost basis.

Securing an earned placement requires time and effort. However, snagging one puts you ahead of the pack regarding brand awareness.

Advantages of Earned Media

  • Cost-effective – You pay zero dollars.
  • Trustworthy Content – Journalists with a proven record of providing high-quality content write about your project.
  • Sustainable – It is more likely to be shared and spread than paid advertising. Earned media is very authoritative SEO-wise.

Disadvantages of Earned Media

  • Time-consuming – It can take weeks or even months to secure earned media.
  • Requires expertise – Networking and building trust is the only way to secure an earned placement.

How to secure earned media coverage for your crypto project

Create a relationship with the media

The best way to get earned media is by establishing relationships with journalists and bloggers who cover your niche. Build a foundational relationship by engaging with their work.

Join conferences

Joining a blockchain conference or crypto event allows you to build critical relationships with industry influencers and media outlets.

Publish newsworthy press releases

You must report newsworthy updates or announcements to get your crypto project in the news. Good releases compound on themselves.

Whether you want to reach out to the right journalists or bloggers or need an expert PR strategy, we can help. Book a call today!

Earned Media versus Paid Media: How Do They Stack Up in Crypto Crypto PR 2022?

Paid Media: The most efficient way to reach a large audience

When it comes to paid media, the only sure thing is that you are putting content out there. It's usually best used for short-term goals like driving traffic and building brand awareness.

Earned Media: A great way to reach a targeted audience

You can spend weeks or months building an audience before paying for anything. Earned media takes longer than paid because it requires patience and consistency.

Press Release News Wire

A PR wire release involves sending out a news release to various media outlets, who decide whether they will cover your story.

That said, most people do not read press releases. Instead, they're for journalists and media outlets who want to read about big announcements and trends in the Web3 space.

Conclusion

We hope this article has helped you better understand the differences between earned and paid media. Knowing when and how to use the two will help you to stay ahead of the curve and continue to grow your crypto & NFT project in 2022!

If you’re looking for more information on how to get started with your PR strategy, be sure to check out our other articles on the subject!