Owned Media

Content marketing strategy

Content Marketing Strategy Matters

The Power of Content Marketing in a Digital World

Content marketing strategy

Content marketing takes time and effort because you actually have to listen to your customers and know what their needs and challenges are.

You can no longer solve your marketing problems by just purchasing advertising, even if it’s a high profile space such as a Super Bowl ad. You must make a real connection to your current and potential customers by focusing on information that addresses their true concerns.  In today’s digital marketing world, what the customer wants is more important than what you have to sell. Your message across the board must be in sync with your niche.

So how do you achieve your marketing goals in today’s world of blogs and social networking?  The simple answer — and the not so simple answer — is content marketing.  For many businesses content marketing requires a whole new mindset.  For this reason alone, content marketing in the digital media age can be a challenge.

Here are a few points to better help you understand the power of content marketing.Content Marketing Strategy with Content Editor and Writer

Content is more important than the offer.

Customer relationships don’t end with the payment.

News and press releases are no longer just meant to be picked up by the press; Official statements should be compelling and help customers find your content on the web.

Permission transferred is permission lost.

Communicating directly with customers is ideal. Keep in mind, content marketing can impact your influence, authority, online reputation, and SEO search rankings.

Hiring a content editor is quickly becoming a must for many companies.

Most business websites talk a great deal about how great the company, products, or services are but they forget about the customer.

The blogging community can be just as influential, if not more than traditional media and news sources.

Collaboration is critical. Work with your teams — social media, branding, PR, marketing, design, and sometimes even your technical staff and customers — when developing key content and distribution channels for your content marketing strategy.

The old way of marketing is where businesses talked at customers, constantly interrupting their lives.  Content marketing and its top trends for 2014 point to the importance of connecting with customers. Neuro-marketing and native advertising principles can also affect content marketing.

You can experience content marketing first-hand by developing a content calendar, including your “owned media” in social media networks, starting a blog, white paper, and similar efforts.  Write information that your customers want to read instead of dictating to them.  You learn the lesson quickly by evaluating your insights and analytics. Content marketing is art and science combined.

media and content marketing

Owned Media: The Power of Owned Media Continues to Grow

Build brand presence with owned media content strategy

media and content marketing

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.  

  1. Paid — where you paid for the placement of your message. This can be print ads, banner ads, television and radio ads, etc.
  2. 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.owned media and content

There are two types of owned media:

  1. Fully-owned media (like your website)
  2. 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.