1. Maximize brand equity from the start

In order to make your advertising creative as effective as possible, consider highlighting trustworthy earned-media placements, such as publicity mentions or awards, at the very top of your funnel. A few ways to repurpose past media include:

Visual authority. If a large media outlet quoted you or your product, show off that placement in your advertising for a bump in trust.

Television clips. Even in a world of apps and smartphones, TV remains the most-consumed form of media, and guests on segments have implied legitimacy.

Number of happy customers. Do you have 1,000 five-star reviews on a product? In lieu of publicity, expertise and customer happiness can also function as earned media.