Build brand presence with owned media content strategy
The power of owned media as a marketing tool continues to grow. This trend will continue for the foreseeable future. Traditionally, there were two types of media.
- Paid — where you paid for the placement of your message. This can be print ads, banner ads, television and radio ads, etc.
- Earned — you’re able to get your story placed in a news media outlet and have journalist talk about it.
Now, your company can produce your own content because of owned media. This is, in large part, thanks to the Internet. Owned media allows you to reach the same audience as those other media, but in a way that you completely control and that is more effective. Owned media involves content that you create, control and share. You write it, produce it, record it, publish it and market it to your audience.
There are two types of owned media:
- Fully-owned media (like your website)
- Partially-owned media (like your Facebook or Twitter account)
Owned media is all about providing your own content on platforms that you own and control. Owned media helps you reach your audience when other media may not be doing the job. People are looking for answers to their problems. You can give them those answers. It is a great way to improve visibility and reach your target audience.
Owned media extends your brand’s presence beyond your web site so that it exists in many places across the web – social media sites, message boards and unique communities. The ability to communicate directly with your consumers (who want to engage with your brand) through long-term relationships is invaluable.
Content is what makes owned media work. When you create content that engages your audience, you build trust and, in turn, long-term relationships with your customers and prospects. Content creation can include blogs, white papers, eBooks, webinars, podcasts, video campaigns, and email marketing. In short, any medium that will effectively reach your audience.
With owned media, content that you create and own resides on something that you own and that you can then lend to outlying networks, such as Twitter, Facebook, and Google+.
Owned media isn’t just about creating a brand. It’s also about:
* Building your database
* Generating leads
* Converting leads into sales
That is why every piece of owned media content you create should have:
* A call-to-action (i.e. “Like” us, leave a comment, a link to your blog, etc.)
* Registration (such as email address and/or phone number) in exchange for some piece of content
Creating an owned media network with your own original content establishes your company as the hub in the wheel of information. It should be viewed as an investment, not an expense.