Why Owned Media Is the Cornerstone of Digital Marketing Success

September 16, 2022

No doubt, owned media is one of the most important aspects of any digital marketing strategy. Businesses can create lasting connections with their customers and generate more leads and sales by creating and cultivating a strong, owned media presence. In this blog post, we'll discuss the benefits of owned media and how you can use it to drive success for your business.

What is owned media, and why is it essential to digital marketing success?

Owned media is any online property a business owns and controls, such as a website, blog, or social media channel. It's called "owned" because businesses have complete control over the content and messaging they publish on these channels.

Compared to other types of media (like paid or earned), owned media has several advantages that make it an essential part of any digital marketing strategy.

First and foremost, owned media is a powerful tool for building trust and credibility with your audience. Because you have complete control over the content that's published on your owned channels, you can ensure that all of your messaging is consistent, accurate, and aligned with your brand. This is crucial to building trust with your audience, as they'll know they can always count on you to deliver quality information.

In addition to building trust, it is an excellent way to generate leads and sales for your business. By publishing high-quality content on your owned channels, you can attract new visitors to your website and convert them into leads. You can also use it to drive traffic to specific landing pages or product pages on your website, leading to more sales.

Finally, it is a great way to build relationships with your customers and create a community around your brand. By engaging with your audience on your owned channels, you can develop a sense of loyalty and connection that will keep them coming back for more.

How can you create an owned media strategy that works for your business or organization?

There's no one-size-fits-all answer to this question. The strategy that works for your business will vary depending on your specific goals and objectives. However, there are a few key things to keep in mind when creating your plan.

First, ensure all your owned channels are aligned with your overall marketing strategy. Your owned channels should support your business goals and help you achieve your desired results.

Next, create a content calendar or editorial plan for your owned channels. This will help you publish high-quality content relevant to your audience.

Finally, promote your owned channels and drive traffic to them from other sources. This will help you maximize the reach and impact of your strategy.

What are some common mistakes businesses make when it comes to owned media?

While it can be an extremely powerful tool for digital marketing success, businesses make a few common mistakes regarding their owned channels.

One of the most common mistakes is failing to align owned media with other marketing efforts. Your owned channels should work hand-in-hand with your paid and earned media strategies to create a cohesive and effective marketing campaign.

Another mistake businesses make failing to invest enough time and resources in their owned channels. Creating high-quality content takes time and effort, so be sure to allocate the necessary resources to your owned media strategy.

Finally, some businesses make the mistake of thinking they can set it and forget it when it comes to owned media. However, owned channels require ongoing attention and engagement to be successful. Ensure you're monitoring your owned channels regularly and engaging with your audience.

If you avoid these common mistakes, you'll be well on creating a successful owned media strategy for your business. Implementing an owned media strategy can help you build trust and credibility with your audience, generate leads and sales, and create a strong community around your brand.

How can you measure the success of your owned media efforts?

There are a few key metrics you can use to measure the success of your owned media strategy.

First, look at the number of visitors to your owned channels. This will give you an idea of how much traffic your owned channels drive to your website or landing pages.

Next, track the leads and sales generated from your owned channels. This will help you measure the effectiveness of your owned media in driving conversions.

Finally, look at engagement metrics such as views, comments, and shares. This will give you an idea of how well your content performs and how engaged your audience is with your brand.

Owned media is a powerful tool for driving digital marketing success. Creating and promoting high-quality content on your owned channels can build trust with your audience, generate leads and sales, and create a community around your brand. Keep these tips in mind as you make your own strategy, and you'll be on your way to achieving your digital marketing goals.

To help you more about digital marketing, I need you to check this ebook I've created about the 10 things that I'VE WISHED I had known when I started marketing. If you are or are not in the same place, you must read this. Get the ebook here. 
If you want more up close and personal marketing strategies, advice, or an overhaul of your marketing structure, email us at zack@roimf.com or schedule a call with Zack now.

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