Earned channels are external touchpoints where attention is gained organically, such as press coverage, social shares, referrals, reviews, and word-of-mouth. Unlike paid channels, earned visibility results from authority, credibility, and audience advocacy.
In B2B marketing, earned channels extend reach and strengthen brand perception by providing third-party validation. They help shape industry conversations and support trust in a way that paid channels can't replicate.
Strong earned performance requires consistent thought leadership, valuable content, and positive customer experiences. When earned media grows, it becomes a reinforcing cycle that increases visibility and supports pipeline generation.