Gabrielle Dunbar

The world of artificial intelligence (AI) is buzzing with excitement and hype like never before. From ChatGPT's meteoric rise to Google's AI offensive and now Apple's much-anticipated entry into the AI race with the release of their own AI product. The tech giants are doubling down on AI, and the competition is fierce. 

For AI-focused B2B tech companies, this presents both opportunities and challenges. On one hand, the increased mainstream attention and adoption of AI technologies could drive demand for innovative AI solutions across various industries. On the other hand, the noise and clutter created by the tech giants' marketing blitzes can make it challenging for smaller players to capture the attention of key decision-makers. 

In this crowded landscape, earned media emerges as a powerful tool for companies to rise above the noise and build trust with their target audience. 

The Importance of Earned Media for AI Tech Companies: 

  1. Credibility and Trust-Building: With the AI hype reaching fever pitch, decision-makers are bombarded with marketing claims from every direction. Earned media coverage from respected publications and industry experts lends credibility to a company's offerings, helping to build trust with potential customers. 
  2. Thought Leadership and Expertise: By securing earned media opportunities, such as contributed articles, interviews, and speaking engagements, companies can position themselves as thought leaders in their respective domains. This reinforces their expertise and differentiates them from competitors. 
  3. Amplified Reach: Earned media coverage extends a company's reach beyond its owned channels, exposing its solutions to a wider audience of potential customers and influencers. 
  4. Cost-Effective Marketing: While paid advertising can be expensive, earned media offers a cost-effective way to generate awareness and drive lead generation.

Strategies for Securing Earned Media: 

  1. Develop a Compelling Narrative: Craft a compelling story that resonates with your target audience and journalists. Focus on the unique value proposition of your AI solutions, real-world use cases, and the challenges they solve. 
  2. Leverage Newsworthy Angles: Stay informed about industry trends, emerging technologies, and current events that relate to your offerings. Position your company as an expert source by providing insightful commentary and analysis. 
  3. Build Relationships with Key Influencers: Identify and cultivate relationships with industry influencers, thought leaders, and journalists who cover topics relevant to your business. Engage with them, share valuable content, and position yourself as a reliable source of information. 
  4. Leverage Customer Success Stories: Nothing speaks louder than satisfied customers. Highlight compelling customer success stories that demonstrate the real-world impact of your AI solutions. 
  5. Invest in Content Marketing: Create high-quality, informative content (e.g., blog posts, whitepapers, case studies) that adds value to your target audience. This content can serve as a powerful earned media asset, attracting media attention and establishing your expertise. 

As the AI landscape continues to evolve rapidly, earning the trust of key decision-makers will be crucial for AI tech businesses to thrive. By leveraging the power of earned media, these companies can cut through the noise, establish credibility, and position themselves as trusted partners in the AI revolution. 

 If you want to speak to our team to find out how to get started, please email letstalk@championcomms.com.