How To Get Your Title Agency Noticed In 2025: Earned Media Strategies
In the battle for attention, here’s how your agency can stand out.
Our current media moment is defined by paradox. On one hand, there have never been more channels you can use to promote your agency. But on the other, it has never been harder to separate yourself from the crowd and gain media attention. There are multiple reasons for this, including information overload and a changing media landscape. This doesn’t even account for how algorithms prioritize content, preventing many important stories from gaining the coverage they deserve. Yet amidst these challenges, an effective use of earned media can break through the clutter and increase public awareness for your agency. Join us as we explore the details of what this looks like!
Earned media: what is it and why is it important?
As we’ve talked about before, there are many different types of media that you can use to promote your business – each with its own pros, cons and tradeoffs.
First, there is owned media, which is any type of media that you control. This could include things like your website, your social media feeds or your email newsletter. Owned media offers advantages like creative control and cost-effectiveness but also requires continuous effort and delivers slow results.
Second, we have paid media – basically media you put an ad spend behind, like search, social and display ads. Paid media also carries significant advantages for business. For one thing, it can deliver quick and easy wins for a company, but if you’re not careful, those results can come with a sizable cost that harms overall ROI.
Lastly, we have earned media – publicity you gain from sources you neither control nor pay for. Guest blogging, podcast appearances and press release placements are all examples of earned media in action. Earned media is especially valuable because it often appears more trustworthy and less self-serving than other types of media. It can also deliver tangible benefits like improved SEO and greater reach. It has drawbacks as well, with lack of control and dependence on third parties being among them.
Create more earned media opportunities
With an understanding of the three main types of media, we can look at the top opportunities for generating more earned media coverage for your agency.
- Human-interest stories: If you’ve ever watched the news, you’ll know how effective human-interest stories are at generating coverage. The reason is simple: People are emotional beings who respond to stories of human triumph and resilience. By tapping into this need, agencies can grow awareness for their businesses.
- Novelty: Stories that introduce something novel can be just as effective as human-interest pieces. Pitching about new hires, products or business expansions all naturally lend themselves to potential pick-up in the media, as does staking out a position that runs contrary to the dominant perspective in your field. With the latter point, however, never try to gin up controversy just for the sake of it. People can detect disingenuousness a mile away, which will wind up hurting rather than helping you in the long run.
- News jacking: As we’ve discussed, there are more communication channels today than ever before. While this can be overwhelming, it also implies that there is no shortage of news stories in which a title agency could insert itself to offer its unique perspective and expertise. This is known as “news jacking,” a straightforward process where you strategically align your brand with a trending news topic and position yourself as a subject matter expert. When done correctly, news jacking can increase your agency’s credibility, leading to more customers seeing you as a knowledgeable thought leader.
None of these techniques are easy to pull off, but each can help you overcome some of the barriers to entry that exist in the modern media landscape. No matter how many algorithms or communication channels we create, tailoring our stories to cater to human psychological needs will always be a powerful tool for achieving publicity. Similarly, news jacking can help you turn the deluge of daily news we all experience to your advantage, enabling you to hop onto an existing story or news cycle for maximum impact.
Spread the word far and wide about your business
The media environment today is challenging and ever-changing, with contours that are far more complex and fast-moving than they were even a few years ago. For many, this can feel like an impossible burden for gaining the recognition they need to succeed in an already difficult business environment. Even so, a well-planned earned media strategy that leverages human psychology and timely news opportunities can elevate your agency’s visibility, building the buzz necessary for both short- and long-term success.
Tags: advertising, branding, business, content marketing, digital marketing, leadership, marketing strategy, media, public relations, reputation, sales, SEO, social media