We help brands earn genuine editorial mentions rather than buying placements or blasting outreach templates. Search visibility follows naturally — it's the side effect, not the goal.
We don't send 400 cold emails. We build stories editors want to publish.
Earned media work across four interconnected disciplines
We develop newsworthy narratives around your brand, product launches, or proprietary data. The goal is a story editors actually want to run — not a press release they'll delete. Coverage in relevant publications follows when the story is genuinely worth telling.
Meaningful journalist and editor relationships take time. We work with reporters who cover your sector, building credibility through relevant pitches over months rather than mass-blasting contact databases. Relationships compound.
Turning unlinked coverage into equity
Many brands are mentioned online without a link back to their site. We identify these unlinked brand mentions across publications, then work to convert them into proper editorial citations — recovering link equity that already exists but isn't being captured.
Four phases from discovery to coverage
We map where your competitors earn coverage, which publications reach your audience, and what angles have worked in your category. This takes two weeks and produces a concrete brief we both agree on before any outreach begins.
Good coverage requires something worth covering. We develop the data, angles, and assets that make your brand genuinely newsworthy. This might be original research, a compelling expert perspective, or a well-timed reactive angle on a developing story.
We pitch specific journalists and editors at publications where the story fits their beat. Every pitch is written from scratch. We track responses, follow up thoughtfully, and iterate based on what editors say — not just whether they open an email.
When coverage lands, we document the placement, analyze referral traffic, and assess domain authority context. We also review what didn't land and why, then refine the approach for the next campaign cycle.
Scroll to explore the different formats earned media takes
Original research produced by your team or in partnership with us. When you publish data that other journalists need to cite, links follow naturally. These studies often generate coverage across multiple publications from a single asset.
Journalists need authoritative sources for stories they're already writing. We position your team members as accessible, credible experts and connect them with reporters on deadline. Consistent expert placement builds brand recognition within your sector.
When a news story breaks in your industry, there's a narrow window to insert your brand's perspective. We monitor relevant news beats and move quickly when timing is right. The best reactive placements happen within hours, not days.
Industry awards, "best of" lists, and recognition programs generate editorial coverage when approached correctly. We identify legitimate programs relevant to your category, handle the nomination process, and amplify any recognition through follow-on pitching.
The difference between coverage and content
A purchased placement tells readers you paid to be there. An earned mention tells readers an editor decided your brand was worth including. That distinction matters to audiences, and it matters to search engines. Editorially earned links carry authority that paid placements structurally cannot replicate.
Outreach spam — the kind where agencies send thousands of templated emails to bloggers offering payment for links — has produced a web full of low-quality placements that savvy audiences ignore. Google has progressively devalued these links. The publications your audience actually reads have editorial standards that prevent paid insertion anyway.
Read our full philosophy
Things people ask before starting an engagement
Most link-building agencies operate at volume — sending outreach to thousands of websites and paying for placements on blogs with minimal readership. We don't operate that way. Our work focuses exclusively on publications with real editorial standards and real audiences. The placements we pursue are ones your customers might actually read, which makes them valuable for brand reasons independent of their SEO contribution.
The first piece of coverage typically appears within six to ten weeks of campaign launch, depending on how quickly assets come together and how receptive the target publications are. Some reactive opportunities move faster. Data studies can take longer to develop but often generate more coverage when they land. We give realistic timelines during the discovery phase based on your specific situation.
No. Editorial decisions belong to editors, and any agency that guarantees specific placements is either paying for them (which is disclosed advertising, not earned coverage) or misrepresenting how journalism works. We can tell you which publications we intend to target and give you our honest assessment of fit, but we don't promise outcomes we don't control.
Access to your team for story development conversations, honest information about what your brand has done or knows that's genuinely interesting, and patience during the discovery phase. We also need your existing content, any proprietary data you hold, and clarity on which publications matter most to you. The more candid you are about your brand's actual strengths, the better our angle development will be.
Definitely not. Earned media in relevant publications builds brand credibility, generates referral traffic from engaged audiences, supports sales conversations ("as featured in"), and establishes your team as recognized authorities in your field. The SEO benefit — improved domain authority and keyword rankings — is real and meaningful, but it's a byproduct of genuine editorial coverage, not the only reason to pursue it.
It depends on the specific situation. Newer brands without an established story or data assets often find the discovery and development phase takes longer. That said, a genuinely new perspective or a compelling founding story can be newsworthy in its own right. We assess fit honestly during initial conversations — if we don't think we can generate meaningful coverage for your brand at this stage, we'll say so.
Tell us about your brand and what publications matter to your audience. We'll give you an honest assessment of fit.
