The Power Of Owned Media
With the constant social media algorithm updates, interface enhancements, cookie policy changes and the challenges of data privacy laws, there’s one thing that your marketing strategy has to be, and that’s adaptable!
These changes might be viewed as a threat to your business marketing, but they also present an opportunity to take advantage of the situation and recognise the importance of investing time, energy and money into the things that you can control, especially your owned media channels.
What are Owned Media Channels?
Owned Media refers to the channels that your business directly controls: Website, Blog, App, and Email Marketing. In simple terms, you are responsible for creating, updating, launching and sending.
Social Media can also be included as an owned media channel, it’s important to note that even though you have control over your profile pages and groups, you’re ultimately at the mercy of the platform’s rules and algorithms.
ZAA Marketing Tip: – Host your most influential, valuable and informative content on your owned media channels: Your Website, Blog, App and Newsletters, and then use your social media channels (Facebook, Google, LinkedIn and Twitter) as the tool to help to direct your customers and ideal customers there.
What are the benefits of investing in your owned media channels?
1. You Are In Control
You are responsible for creating the copy and the blogs on your website, the features of your app, and the content within your newsletter. You dictate when the content is added, launched and sent and by putting a strategy in place to complement the activity with social media promotion, you’re directing more visitors to your online and physical sites.
2. Builds Trust
By investing in your owned media channels, you are taking to time to enhance your relationships by producing content and messages that are relevant to the requirements of your current clients and target audience. In return for producing interesting content, you’ll achieve respect and be seen as a reliable information source and a thought leader within your sector.
3. Cost Effective
Updating your website, blog, app and sending out emails all offer cost-effective forms of marketing and advertising. This leads to you being less dependent on the advertising options provided by Facebook, Google, Instagram and Tik Tok, as you grow your own audience and following.
4. Increases Brand Awareness
You’re effectively powering your own media channel so focusing on identifiable brand assets to accompany your regular, reliable and reputable updates will help to drive awareness of your brand.
5. Improves First Party Data Acquisition and Validity
As a business, your first party data contributes towards the overall value of your business. This is the data that you have collected directly from your customers as a result of sales, enquiries, newsletter sign ups and app downloads, so you know the data source and the reliability of the information provided. As a result, you’re less likely to be reliant on 3rd party data, which will eventually be phased out.
Tips For Improving
Start by identifying your owned media channels, and then produce a plan for the types of content that you are going to share across each platform.
Create Valuable Content
Know and understand your target audience and create content that is of interest to them.
Plan Regular Content
By creating a content calendar, you can plan for the release of specifically timed and regular content to encourage interaction and build a following.
Monitor The Results
Pay attention to the results that have been achieved – check your website visitors, app downloads, newsletter sign ups and email opens.
How ZAA Marketing Can Improve Your Owned Media Channels
A ZAA Marketing audit is an ideal way to look at the effectiveness of your marketing activities, with particular focus on your owned media channels.
With two options available: Mini Marketing Audit and Full Marketing Audit, recommendations will be made for how to increase the effectiveness of your owned media channels.
To find out more just click on the button below.
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