It needs to be said clearly: your brand cannot reach its target audience without the proper marketing strategy across the various marketing. There are three types of marketing channels: paid, owned, earned, and converged. Each of them has a specific purpose along with advantages and limitations. For example, paid media refers to any platform which charges a price for display ads, sponsored posts, and paid social ads. However, what is owned media, and what makes it different from the rest? In the simplest terms, any platform you own, including apps, websites, social accounts, and email lists, is owned media. What are its other features and details that you should know?
What do you mean by owned media?
As explained above, owned media refers to any online property owned by a brand, company, or organization.
An online property could be a website, newsletter, blog, webinars, email marketing campaigns, and apps. Some people include social media posts on social media, but that will not fall under-owned media because companies don’t control the data or experience on these platforms. In the simplest terms, if you build a website with a domain name, you are the owner of that website and control every aspect related to it.
Types of owned media
Among the various media types, websites, blogs, and apps are your primary type of owned media because they establish your brand’s presence. They are also the first place your content is published and act as a source of information to your audience. Email marketing is beneficial for promoting new products, informing customers about product updates, and inducing them to a call to action.
Benefits of owned media
Owned media has plenty of benefits, including complete control and ownership, and some of these are mentioned below.
Complete ownership
Complete ownership is the first and most apparent benefit of owned media. You get to decide what you post, when you post, the appearance of your website, and when a particular piece of information is to be released. There are no distribution costs involved, so it’s relatively cheaper than paid, earned, and converged media.
It’s quite affordable
Many people assume that owned media is more expensive than other forms of media, but it’s relatively cheaper in the long run, while the return on investment also grows with time. For example, in the case of paid media, you have to pay a fee to use the platform, which is prohibitive most of the time.
Lesser influence of platform algorithms
The influence of platform algorithms is also lesser in owned media than earned media, where the business goals of the platforms play a role in content distribution and sharing. The chances of losing reach because of algorithm updates are also low compared to other forms of media.
Tips for an effective marketing strategy
You need to have an effective strategy to get the best results from any owned media, and these are some ways of doing that.
Make the content attractive
Your content should appeal to the audience as soon as they come in contact with it. It should be meaningful and authentic while engaging the users and inviting them to dialogue. Dull content will not resonate with either your customers or potential customers. Rather than creating content with your brand as the focus, try to create content that helps the audience.
Ensure it is objective
If the customers develop an opinion of your strategy as being too pushy, they will most likely be repulsed by it. Even though attracting more customers and expanding your brand’s presence are your goals, you should pursue them with subtlety. Before you can convince them about the uniqueness of your brand, you must connect on a personal level.
Try new content formats
You cannot expect to stand out in the digital domain without experimenting with new content formats. Try different forms and styles over a period and observe your customers’ reactions to them.
A uniform or standard approach will not yield the desired results for a long time.
Provide a user-friendly experience
The second the user arrives on your blog or website, they should have a user-friendly experience. Methodically organizing your content is one of the best ways of doing that, and the visitor should be able to search for what he wants without much effort or time. You could divide your content into various categories and sub-categories to provide a highly personalized experience.
Stay updated with SEO developments
Most successful websites keep themselves updated with the latest developments in SEO. You might also want to give considerable thought to any SEO-related advice you come across on the Internet. Instead of adopting it on a large scale, experiment with it in a limited way to see the results for yourself.
What is owned media, how is it different and beneficial compared to other forms of media? The information above gives you the answers to these questions. A practical and result-oriented owned media strategy will immediately connect with your audience and increase the chances of attracting potential customers.