Owned media

What is owned media?

When we consider about owned media, it is any web property that we can control and is
unique to our brand. It means everything that relies on the direct control of the business. Such
as a blog, website or social media channels. These channels are used to deliver the brand
message to consumers under the brand's own terms, as well as to market specific products or
services. The more owned media channels a business has, the larger their digital footprint,
which means more potential reach to customers and followers.

Owned media always safe publishing that’s truly where it’s owned. By publishing anything
on Facebook, Youtube, or any other platform, that we subject our self to algorithms and AI
that may or may not show content. We should always think about our goal before publishing
on another entity’s site.

How to use owned media

Think about how one drives the other. The more owned media that publish on site, the more
we can hope to get republished by others. This, in turn, may put our brand in front of
someone in the press, and perhaps even to coverage by their publication. So start with what
we can control, and make sure we doing everything can to elevate owned media.

First, we have to complete control over the content. Second, it’s usually more cost-effective
that other forms of media. Use your owned media presence to establish yourself as an expert
in your field. Create helpful, high-quality content on a regular basis and use both owned and
paid media channels to distribute this content to your target audiences. If content is truly
valuable, it will also help to gain earned media via referrals and mentions in bigger
publications.

Tips for leveraging owned media to engage consumers are as follows,

 Connect all channels to one another. For example, when visiting a brand's website,
consumers should be able to find a link to the brand's social media profiles and blog.
 Offer useful, interesting information. For example, Ford's most recent blog post
provides tips for drivers who want to reduce their environmental footprint in honour
of Earth Day.
  Make frequent updates. Every time a brand updates its blog or social media profile, it
is reminding consumers of its presence.
 Interact with consumers. Two-way communication is key to building relationships
and increasing consumer loyalty. When a consumer reaches out to a brand, the brand
should respond quickly and positively.

A company should develop a diverse portfolio of owned media to maximize the ability to
catch the attention of potential customers. Popular forms of owned media include.

Examples

Owned media includes all the media properties that you own and control. Your website,
Social media profiles, E-mail marketing, your blog as well as any content you create, White
papers, Slide decks, Infographics, and (online) press releases also count as owned media. It’s
the channels that the brand keeps and, through them, generates direct content about its
products and services. These channels also serve for engagement and lead education, as well
as being informative from an institutional perspective.

 Web sites

Brands typically use their websites to promote their products and services and offer
consumers a chance to make a purchase. Many brands also invite consumers visiting the
website to connect with the brand by signing up to receive promotional emails or newsletters,
which allows the brand to continue engaging the consumer on a regular basis.

 Search engine optimization

Search engine optimization is the process of improving your site to increase its visibility for
relevant searches. It allows you to understand how consumers are searching for and finding
information about your brand and your competitors online. By incorporating SEO strategies
in marketing efforts, you'll increase your website's visibility and rankings.
According to customers searching a brand for find information, we can optimize websites to
visibility and rankings relevant search.

 Social media profiles

According to Social Media Examiner, 89% of marketers are currently using social media to
connect with consumers. Social media websites, such as Facebook and Twitter, allow brands
to reach out to their target audience on a more personal, informal level. Social media websites
also encourage consumer engagement by allowing for two-way communication and real-time
updates.

We can see how dove use owned media through Twitter as follows,
  Blogs

Blogs offer brands a chance to draw consumers in with published content. This content
sometimes focuses on the brand's products or services, especially when the brand is
launching a new product or running a special promotion. Blog content may also offer useful
information or entertaining posts related to the brand's industry or market.
  E-mail Marketing

Email marketing is a powerful marketing channel, a form of direct marketing as well

 Paypal is send their customers some promotional emails like shopping rewards,
discounts.

Advantages and disadvantages of owned media

Advantages of owned media

 Control

The benefit of your owned media is that it is entirely within your control. Because you are
responsible for all content on your owned media, it gives you complete control over the
message that is delivered, at no additional cost.
  Cost efficiency

There is no other additional cost because of this owned media. No need to pay another
company or business.

 Longevity

Owned media is will not expire. It can be use long time because it's valid for long time of
period.

 Versatility

versatility on owned media means having many skills to promote products and services.

 Niche audiences

The niche audience has a specific group of needs, which can be met by a targeted product
or service. In this owned media can target niche audience as well.

Disadvantages of owned media

 No guarantees

Most people want guarantees in their lives, certainty that investments of time, money, or
energy won’t fail. Thus owned media has no proof about the messages.

 Company communication not trusted

Most of the owned media can't trusted their company communicate

 Takes time to scale