You may have seen the term “owned media” thrown around and wondered, “how do I maximize ours?” If your company isn’t activating its owned media properly, you may be losing valuable leads before they even get to your site. That’s why we’re taking a deep dive into owned media, to tell you what you need to know!
What is Owned Media?
Let’s clarify exactly what “owned media” is exactly. In the simplest of terms, owned media refers to any sort of content or channel that your company owns. A few examples of this may include your company’s blog page, your social media profile, email campaigns, videos you have created, or your company website.
This form of media is typically created with a purpose in mind, most often to find leads. However, there are other perks to proficiently using owned media, as well. Consider the following:
- Brand Awareness
- Creating Better Relationships with Your Customers
- Connecting with Potential Prospects
While there are multiple perks to using owned media, if you don’t know how to properly curate this content then you may have no overall impact at all.
Improving Your Owned Media Efforts
So, how can you improve your owned media usage? KCD PR researched and compiled four impactful ways you can juice up your efforts.
Set Goals
Why do you want to improve your content? Is it because you want more leads in the door, or maybe you just want to better connect with your customers? Whatever your reason, you should consider the reason behind your efforts, as well as your audience. Who you are trying to speak to should be an important aspect of creating this goal. Then, set a short-term and long-term goal.
Repurpose Content
This may be surprising, but did you know that it’s okay to re-use content you’ve posted before? In fact, it’s actually encouraged! Consider going into the attic and pulling out those old graphics that you used a few years ago that you really liked – make a new social media post with them! Or, maybe add them to a new blog article.
Take a look at some of your old articles from years ago and update them, adding newer more relevant content to what’s going on right now. Then, re-post it in its updated format. Not only do audiences like this, but so do search engines.
Optimize Your Content
Have you heard of search engine optimization (SEO)? It’s the practice of making sure your website – or content – ranks higher on different search engines, such as Google and Bing. This can be a bit confusing, so we recommend possibly taking a course – or bringing in a professional team to help you! Things like earned media, using relevant keywords, and optimizing your meta tags can aid in SEO.
Post in A Variety of Formats
As we mentioned previously, defining your audience is key. However, once you define your audience, you will want to consider what they are looking for. If your audience is mainly Gen Zer’s, you may consider focusing on a variety of social media sites, such as TikTok. However, if your audience is Gen X, perhaps an email marketing campaign may be better suited for your audience.
Regardless, you never want to stick to only one medium. Publishing on a variety of different channels and in different formats will appeal to a wider audience – videos, blogs, social media, etc. And remember, consistency is key.
If you need help with your owned and earned media, reach out to KCD PR today! We can help you plan and strategize based on your needs.
