Here are 3 actions you can take today to maximize your owned media properties. March 27, 2020 7 min checked out Viewpoints expressed by Entrepreneur contributors are their own.
Those relationships were frequently cultivated in some part by owned media when we consider the finest client relationships we’ve built. Whether it’s your website copy that inspired a consumer to reserve a call with you, a blog post that warmed up or certified a lead, or a value-packed newsletter that assisted customers get details they couldn’t get anywhere else, it’s clear that top quality digital media properties can assist your service in a huge method.
Regardless of this, a lot of business still tend to concentrate on marketing efforts that are instant chauffeurs of awareness however don’t necessarily foster long-term relationships. In other words, they’re buying channels that help with presence but don’t assist develop commitment and retention.
Surely, having a strong mix of marketing tactics is important. A strong marketing mix is hardly ever if at all possible without strong owned media. What is it?
What is owned media, and how can you leverage it to get more sales?
The PESO model appears to have promoted the term “owned media.” The design advises that a company must have a mix of paid, earned, shared and owned media. Earned media is what we frequently connect with press coverage and promotion; paid media includes anything “pay-to-play,” like PPC advertising and sponsored content. And shared media is frequently comprehended to be content a brand name puts out that’s specifically developed to be shared out by an audience. What is owned media?
Put simply, owned media includes all the media possessions, digital and otherwise, that your brand owns. Normally, this refers to blogs, social media channels, newsletters, catalogs and so on. Why does owned media matter so much?
Well, primarily, if you own a strong circulation channel, you can utilize it whenever you wish to without having to count on other channels you do not control. A lot of brand names forget about the importance of owned media, or they do not do enough to enhance the very channels they own. Rather, they concentrate on getting in journalism, which they typically can’t manage.
How do you get owned media right?
3 methods to nail your brand’s owned media
1. Include other members of the neighborhood.
When business produce their owned media content, a common sentiment is that it should involve its own brand and its own brand only. You do not want to be investing in resources that may end up promoting other efforts for complimentary, ideal?
Usually, that’s true. But frequently it can also be a terrific technique to involve other people in your specific niche.
To get a much better concept of how this principle is used in practice, I talked with Brendan Frederick, Chief Content Officer at Genius, the world’s biggest collection of song lyrics and musical knowledge. Genius is the maker of the popular YouTube Series Verified, which invites artists to explain the deeper significances behind their hit tunes.
Verified has actually brought Genius a significant amount of attention. Frederick told me:
“As an owned media residential or commercial property, it’s most likely our most identifiable, in big part thanks to that Genius yellow backdrop. Considering that launching the show in late 2016, we’ve put out more than 900 episodes, which have actually acquired over a billion and a half cumulative views. It’s become a popular stop for artists on their advertising runs for a brand-new tune or album, and regularly generates viral memes and parodies, which we get a bang out of.
“And there’s a respectable externality that originates from that too. Artists often share Confirmed episodes with their fan base, bringing Genius even more visibility. “The sharing certainly adds to greater awareness around Genius, Verified and our other series, however more importantly, the reception from artists and fans provides us cool insight into what people are responding to. This is all things we consider when we’re producing Verified and developing our other shows,” Frederick informs me.
You may not be inviting artists to movie videos with you, you can still use this concept of involving other members of your community to be a part of your owned media efforts. Let’s state that you can get a professional to contribute a quote to your article. Well, that expert might extremely well wind up sharing the post or perhaps develop into a company relationship down the roadway.
Additionally, by involving experts beyond your brand name, you can introduce a larger scope of point of views to your content. This, in turn, can increase the possibility that your owned media will reach a broader range of audiences and even bring other business’ consumers to you.
as much as possible.
The biggest misconception about owned media is that you have to have a great deal of resources in order to put out an adequate material volume. There are all sorts of social content, blog posts, podcast episodes and more. You might not be targeting all of those channels, but how do you balance all of it?
In my view, it comes down to repurposing. In other words, you don’t need to make everything from scratch.
Let me give you an example. Suppose you’re taping a podcast episode. When that podcast is out there, you might transcribe it, make some edits and republish it as a blog post.
If your blog site’s covered, you can take smaller sized snippets of your podcast episode and repurpose it into shorter bits to publish on your social channels. Or you might make audio advertisements out of them. The point is, there’s generally a method to repurpose your material to make it work more for you.
Gary Vaynerchuk, the creator and CEO of VaynerMedia, is an example of how beneficial repurposed material can be. It’s real that he merely puts out a lot of content, by his own admission, quite a bit of it is repurposed.
If you don’t have to, don’t reinvent the wheel. If you can break down your content and share it on a range of circulation channels, then why not? And if you aren’t doing this already, just think about how much more content you could be putting out there.
3. Rather than presuming what your audience desires, just ask.
Business typically try to predict what their customers want to hear or check out about when it comes to content strategy. However isn’t it a lot simpler to simply ask?
Plus, asking what your audience desires is a simple two-for-one service. It’ll let you know what your clients increase and want openness between your organisation and your consumers. Individuals like having the ability and power to contribute to a company. And giving your audience a voice can likewise help build that more powerful client relationship.
There are a variety of methods to approach engaging your audience and getting their feedback on material method. Sending studies to your email list (and listening!) is simply among them. You may likewise consider social networks tools and functions. Instagram stories, for instance, are ending up being an increasingly popular marketing tool, and the platform makes it simple for you to utilize the slider, poll or concern sticker labels to increase engagement amongst your fans.