The Unique Benefits of Owning Your Audience
When you use paid and earned media, you're putting your message in front of a large percentage of people who aren't necessarily interested.
The audience you own has already shown they're interested in your brand. It's a more affordable, more efficient approach that has tons of upside, like owning the audience data and owning the direct relationship with the customer.
The audience you own has already shown they're interested in your brand. It's a more affordable, more efficient approach that has tons of upside, like owning the audience data and owning the direct relationship with the customer.
Thanks to technology, anyone can create content and build an audience.
Anyone who has a laptop and a basic ability to express themselves can be a publisher, a journalist or a marketer.
Brands are no longer at the mercy of the media. In fact, they are now empowered stewards like never before with channels the brand owns and controls.
Anyone who has a laptop and a basic ability to express themselves can be a publisher, a journalist or a marketer.
Brands are no longer at the mercy of the media. In fact, they are now empowered stewards like never before with channels the brand owns and controls.
Solving The Right Problem
Owned media is about more that content. It's about solving the right problem.
Owned media is more about:
Owned media is more about:
- understanding where audiences come from,
- how to grow and manage them,
- and the unique benefits of owning your platforms, your own content and your own audience,
- and how that works with all the other areas of your organization to move the needle in your business.
Owned Media Tactical Approaches
It's important to understand the very subtle, but very important differences between tactical approaches and how they function within owned media. Tactical approached include:
Inbound Marketing: A set of interactive marketing tactical best practices designed to deliver sales leads. It uses SEO to bring people to your content.
Content Marketing: About content, with very little focus on audience development or integration with paid and earned media strategy. You can create content that makes people take interest in what you're doing, enough interest not only to read/watch/listen, but enough interest to take further action.
Social Media Marketing: Also a single tactic, even if it's done on a multitude of platforms: form relationships with people, get them to trust you and steer them toward your content. If people trust you, they're more willing to consume your content.
Digital/Interactive/Web/Online/Internet Marketing: We still don't really know what we mean when we are using these mostly interchangeable phrases. But this is how a lot of marketers still see and discuss this area of the marketing world.
Inbound Marketing: A set of interactive marketing tactical best practices designed to deliver sales leads. It uses SEO to bring people to your content.
Content Marketing: About content, with very little focus on audience development or integration with paid and earned media strategy. You can create content that makes people take interest in what you're doing, enough interest not only to read/watch/listen, but enough interest to take further action.
Social Media Marketing: Also a single tactic, even if it's done on a multitude of platforms: form relationships with people, get them to trust you and steer them toward your content. If people trust you, they're more willing to consume your content.
Digital/Interactive/Web/Online/Internet Marketing: We still don't really know what we mean when we are using these mostly interchangeable phrases. But this is how a lot of marketers still see and discuss this area of the marketing world.