If you have anything to do with marketing planning and implementation you’ve likely heard of the owned, earned, social and paid media pillars. While all are important, owned media should be the foundation and driving force behind how these different pieces of your marketing mix interact. Without owned media, how do you get attention from journalists, share your content and information on social media, push consumers to your site through paid social ads, or keep potential consumers in your funnel through your e-mail program? The answer is, you don’t. Or at least you won’t do it well and you’ll spend extra money and reduce ROI.
When it comes to owned media, your website is one of the most important and easiest platforms to utilize. First, we’ll briefly cover why it’s crucial you have a website, then, highlight which specific parts of your website allow you to really market your business across multiple platforms, and, finally, include a few tips along the way to make sure you understand how to use this type of owned media to its fullest.
In marketing and communications, earned and paid media are cornerstones, and owned media is the foundation. Each of them, especially together, help engage your audience with your brand. Focusing on owned media is important because you’re directly in control of owned media with regards to the creation, hosting and distribution of material.
Creating content is an integral part of marketing your business. Your content program should include creating quality, consistent content. Ensuring you have a solid content program will allow your users to find the valuable information you have to offer them. But sometimes, ideas aren’t flowing freely or time constraints prevent you from creating new content.
You’ve heard the term “pictures are worth a thousand words” right? That simple statement rings completely true in today’s world of content. Words alone are no longer sufficient when it comes to marketing your business and engaging your audience. Last week we mentioned that the brain processes visual content much faster than written words. Therefore, there is true power in imagery. Visuals trigger a reaction, something we seek in our business operations. Whether you want consumers to purchase a product from you, attend an event or hire you to provide a service, you want your message to resonate with them and encourage them to act.
If you miss the days of waiting patiently for your college exam grades to come in, fret no more; we have good news. Now you can concern yourself with your website’s score. Wait, you weren’t aware that your website was being ranked among its “peers”? We’ll catch you up to speed! Knowing what your domain authority or website score is can help you make some changes to your site for the betterment of your business.
Content is King. Content is King. Content is King. Yes, we’ve all had this pounded into our heads. But, do you really understand why? As a communicator and marketer, I hear or read it at least weekly. It’s become a prevalent expression to communicate just how important content, a piece of your owned media, is to your marketing mix. It’s always in the back of my head as I’m developing strategy and marketing plans for our clients. The reason it’s always on my mind is, whether I like the saying or not: it’s true. There’s nothing quite like content, good content that is, and here’s why: