Ilana Ettinger

Earned marketing is about brand, messaging, press, influencers, content — all the things that define who you are.

While working for the internet can be rewarding, it can also be an isolating experience, with little room for error.

How to do it: 1. Define a larger cause.  2. Articulate the problem better than anyone else. 3. Attack the status quo. 4.  Define a category. 5. Build the right team. 6.  Use “grassroots” customer testimony. 7.  Release news in lightning strikes, not dribs and drabs. 8. Organize events to focus attention.9. Nurture your community. 10. Pick noble... See more