ICO/STO/Blockchain Marketing & PR: Earned Media


It refers to the exposure your company or brand ‘earns’ from key influencers who matter to you, your clients and potential clients.


In ‘earning’ respect and thus commentary and recommendations from key influencers, your company will fly.


Gaining positive endorsements from key influencers is critical – be it from the press, ‘online voices’, industry experts and online word of mouth recommendations via your clients’ experiences.

We can help you increase the positive exposure you receive, by informing key influencers about your company and its key differentiators and by creating news hooks that are relevant and appealing.
We will spread the word about your company by distributing relevant content in the form of articles, case studies, press releases, emails, tweets, posts, newsletters and features on the work you do – and why you do it.


Social media platforms will provide opportunities to regularly distribute content and news, providingan easily accessible source of information for content writers and journalists.


It’s all about generating positive mentions, page likes, reviews, reposts and shares among the influencers that matter.To follow is a top-level overview of the activities which will be part of the programme.


Of course, great information will come from the workshop and subsequent stages, which will inspire new content ideas and angles.

Social media – ongoing interaction/activity with key influencers, across the channels that matter -from Facebook, Instagram, Twitter, LinkedIn, Pinterest through to YouTube;

Competitions/promotions across all social media channels and with bloggers/press/websites - perhaps jointly with complementary brands;

Tapping in to resources that already target a clean database and/or membership of relevant audiences to your brand will be key. This means readers are getting the scoop from professionals who have experienced what they’re talking about;

Stand-out campaigns to support the national calendar of events & prepare/promote tailored packages; • Media relations – responding to opportunities/seeking out opportunities with the press;

Blogger relations - events and ongoing communications;

Exhibitions, events etc. - identifying opportunities and creating a real presence at those we attend;

Joint activity with influencers;

Entering your brand for awards - and ‘milking’ the results (when you win!); 

Regular e-newsletters and setting up automated email marketing campaigns, to be drafted and issued to the database (segmented as much as possible so the e-newsletters are highly relevant to the participants) - with helpful and relevant content, ideas and relevant matters of interest to the audience;

Entering your brand for awards - and ‘milking’ the results (when you win!);

Charity tie-ups/support/fundraising events;
Blog posts for your own ‘blog’ and guest blog posts on relevant media outlets;

Creative campaigns - think outside the box and create buzz through activity that makes people talk and share;

Management of SEO – ensuring key search terms on relevant phrases are incorporated into content on the website and getting back-links from reputable and relevant websites. This is vital. A recent report by Google on buyers (who spend, on average, concluded that more than two- thirds of them research the products online before they purchase);

Video content - according to the same Google study, 45% of buyers prefer to watch videos of products and how they are used or worn. Our video content producers create amazing ‘talking heads’ and product overview videos, that can be used across all media channels.



ICO/STO/Blockchain Marketing & PR: Owned Media


Your website, signage, your own social media posts on your network channels and your own blog are examples of owned media, as are your own magazines and e-Books.

This is content you own – so you are in complete control.Your website content, social media activity (to some extent), blog posts, email marketing campaigns, press releases and so forth are all uniquely yours – and are vital connections to clientsand potential clients in allowing people to interact with your brand.

We will ensure the content implemented across all ‘owned media’ channels are SEO-friendly, in order to capture online searches made by consumers looking for your services.

Owned media allows you to send out positive messages about your practice and is a key tool for ensuring your reputation is amplified exactly the way you want it to be.

We can help focus on producing content that best promotes the services you offer and spread the word far beyond its current confines to a wider audience in the digital sphere.

We can overhaul your current social media output, implement a strategy across all platforms and get people talking about your business. First though, we need to get more people to visit your website and we will implement the perfect strategy to achieve more digital footfall.

We can create the engaging copy that makes people sit up and notice, talk about and share. The more engagement you have, the better.

Is your website providing the opportunities it should be?

Do you have a mobile site and is it making the most of the medium? Is your social media output performing to its maximum levels andis it sending out the right messages? Do you have blogs that share interesting and relevant information?

By managing your owned media, we can transform all the aforementioned and more.In simple terms, the more owned, engaging media you have, the better. And you own it.



ICO/STO/Blockchain Marketing & PR: Bought Media


Paid campaigns such as advertising on Twitter, Facebook and LinkedIn can have powerful results.


Likewise, advertising campaigns in the relevant press read by those customers you wish to reach can be successful.


Incentivising key and genuinely engaged influencers to comment on your services, retweet and share your links is also a useful avenue.


Our specialised AdWord marketing professionals will set up and manage an effective pay-per-click campaign on Google (and other search engines).

Ready to find out more?

If you are planning an ICO/STO and need an exceptional and intelligent communications strategy, then please contact us.