You landed a coveted media feature — congratulations! But now what? While most people share it once on social media and move on, the smartest brands know that media repurposing can take that coverage much further. Turning earned media into high-performing paid ads and branded collateral isn’t just savvy marketing; it’s a way to establish credibility, extend reach, and boost conversions.

Here’s a guide to walk you through practical, effective strategies to repurpose media features across your paid campaigns and marketing materials to maximize ROI.

Why Media Repurposing Matters

Earned media is a trust signal. Whether it’s a mention in a national publication, a local TV appearance, or a podcast appearance, these features validate your brand in ways traditional ads can’t. However, media attention is often fleeting unless you strategically repurpose it.

Media repurposing gives that press coverage extended life and visibility. You don’t need to wait for another article or appearance. Instead, you can embed that third-party validation into your core marketing ecosystem — ads, brochures, email campaigns, website banners, and more. This results in increased credibility, more conversions, and consistent messaging across platforms.

Now that we’re familiar with the significance of media repurposing, let’s look at the ways you can use your media features in ads.

1. Turn Media Mentions into High-Converting Ad Creatives

In a world saturated with promotional content, third-party validation stands out. A paid ad that opens with “As seen in Forbes” or “Featured on Good Morning America” instantly commands attention and trust.

Here’s how to incorporate media into your ad strategy:

• Facebook and Instagram Ads:Use a quote from the media feature as a headline or hook in your visual. Pair it with a clean image and a strong CTA.
• Google Display Ads:Include a publication’s logo in your creative, with a brief quote or mention. Keep it simple — too much text can hurt performance.
• YouTube Pre-Roll:Use clips from TV or podcast appearances as part of your 5-second intro to establish authority before your core message.

2. Incorporate Features into Print & Digital Collateral

Don’t let your media coverage sit in a digital drawer. Integrate it across all your brand assets for maximum effect.

Try these tactics:

• Sales One-Pagers & Brochures:Add a “Trusted by” section featuring media logos or quotes from the press.
• Pitch Decks & Proposals:Highlight media coverage in your opening slides to establish instant credibility.
• Email Newsletters:Share a snippet or quote from your digital media appearance with a call to read or watch the full piece.

3. Repurpose for Organic Social and Retargeting Ads

Earned media performs exceptionally well on social media, especially when paired with authentic storytelling. Repurpose quotes, headlines, or video snippets to create a content series that’s easy to digest and easy to share.

You can also build retargeting audiences based on people who interact with your media-related content. Then, serve them personalized ads that continue the story, driving them further down the funnel.

For example, someone who watched a clip from your news interview on Instagram can be retargeted with a lead magnet, sales page, or testimonial-driven ad. Media repurposing bridges the gap between attention and action.

4. Add Media Logos to Your Website’s Homepage

Website visitors decide within seconds whether to stay or leave. One of the most effective ways to increase trust instantly is by displaying media logos near the top of your homepage.

A simple “As Seen In” banner with well-known logos can boost conversion rates significantly. It acts as social proof, validating your credibility and professionalism. However, don’t overcrowd the space. Choose a few recognizable, relevant outlets for maximum impact.

5. Use in Lead Magnets and Case Studies

Lead magnets — free guides, checklists, or eBooks — are prime real estate for media repurposing. A short blurb or logo from a press feature can add authority to the resource and encourage more downloads.

Similarly, media coverage can support case studies. If your product or service was reviewed or mentioned during a case study timeline, include it as part of the customer success story. It strengthens the narrative and gives your solution more weight.

Promote Your Brand Authority with OTA Talent

You worked hard to earn media coverage — don’t let it collect digital dust. Media repurposing is one of the most efficient, cost-effective ways to extend the value of your press features and position your brand as a trusted authority.

At OTA Talent, we don’t just help you land top-tier media coverage; we empower you to use it for long-term growth. From digital media booking agents to TV booking agents and radio show guest booking agents, we offer various services for professionals and brands to turn press into performance. Let OTA Talent help you become the go-to expert in your space.

Book a strategy call today and start building your media-powered brand authority.