What Is Owned Media?
Owned media are digital assets owned by a brand, allowing direct content distribution to their audience without third-party platforms. It includes various digital properties and platforms such as websites, blogs, social media profiles, mobile apps, email newsletters, and branded content.
The Importance Of Owned Media
Owned media plays a fundamental role in a brand's marketing strategy, serving as a central hub for building brand awareness, engaging with audiences, and driving traffic, leads, and conversions. It provides brands with greater control over messaging, branding, and user experience, enabling them to cultivate stronger relationships with their audience and foster brand loyalty over time.
Types Of Owned Media
Owned media can be categorized into several types based on the digital properties and platforms owned and controlled by the brand:
Branded Websites: Company websites or microsites that serve as the primary online presence for the brand, providing information about products, services, and brand values.
Blogs: Platforms for publishing long-form content, articles, news, and insights related to the brand's industry, expertise, or interests, often used to educate and engage audiences.
Social Media Profiles: Brand-owned profiles and pages on social media platforms such as Facebook, Twitter, Instagram, LinkedIn, and YouTube, used to share content, interact with followers, and build communities.
Mobile Apps: Branded mobile applications developed for smartphones and tablets, offering additional value, utility, or entertainment to users while reinforcing brand presence and engagement.
Email Newsletters: Periodic email communications sent to subscribers, featuring updates, promotions, news, and exclusive content from the brand, aimed at nurturing customer relationships and driving conversions.
Branded Content: Original content assets such as videos, infographics, eBooks, whitepapers, and podcasts created by the brand to inform, entertain, or inspire the target audience and reinforce brand messaging and positioning.
Examples Of Owned Media
Examples of owned media include Coca-Cola's official website, Nike's brand blog, Starbucks' social media profiles, the Starbucks mobile app, Airbnb's email newsletters, and Red Bull's branded content initiatives such as the Red Bull Media House.
Best Practices For Owned Media
Consistent Branding: Maintain consistency in branding, messaging, and visual identity across all owned media channels and platforms to reinforce brand recognition and coherence.
Audience-Centric Content: Create valuable, relevant, and engaging content that addresses the needs, interests, and preferences of the target audience, aiming to educate,entertain, inspire, or inform rather than purely promote products or services.
Interactive Experiences: Develop interactive and immersive experiences such as quizzes, polls, contests, and live chats to encourage active participation and engagement with the audience.
SEO Optimization: Optimize owned media content for search engines by incorporating relevant keywords, meta tags, and structured data markup to improve visibility and organic traffic.
Mobile Optimization: Ensure that owned media assets are mobile-friendly and responsive across different devices and screen sizes to provide a seamless user experience for mobile users.
Data Analytics: Utilize web analytics, social media insights, and email marketing metrics to track and measure the performance of owned media efforts, identify trends, and gain insights into audience behavior and preferences.
Community Building: Foster a sense of community and belonging among followers and subscribers by encouraging user-generated content, responding to comments and inquiries, and facilitating conversations and interactions within owned media channels.
Key Aspects Of Owned Media
Content Strategy: The planning, creation, distribution, and management of content across owned media channels, aligned with business goals, target audience needs, and brand identity.
User Experience (UX): The overall experience and interaction that users have with owned media properties, including ease of navigation, page load speed, design aesthetics, and content relevance.
Lead Generation: The process of attracting and converting prospects into leads through owned media channels by offering valuable content, resources, or incentives in exchange for contact information or engagement.
Conversion Optimization: Strategies and tactics employed to optimize owned media assets and conversion paths, including call-to-action (CTA) placement, landing page design, form optimization, and remarketing tactics.
Community Management: Activities and initiatives aimed at nurturing and engaging with the brand's online community, including responding to comments and messages, moderating discussions, and fostering user-generated content.
Data Privacy and Compliance: Ensuring compliance with data protection regulations such as the General Data Protection Regulation (GDPR) and implementing measures to safeguard user privacy and security across owned media channels.
Conclusion
Owned media represents a critical component of a brand's marketing ecosystem, providing opportunities for direct engagement with audiences, brand storytelling, and relationship building. By leveraging owned media effectively and consistently delivering valuable content and experiences, brands can enhance brand visibility, credibility, and loyalty while driving meaningful interactions and conversions with their target audience.
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