Embedded Files
Oftentimes businesses are aware they need a paid media strategy and an earned media strategy but aren’t aware of how critical it is to focus on an owned media strategy too! Instead of relying on paying or convincing others to talk about your company— owned media gives you the opportunity to achieve results yourself, your way. Here’s what you need to know about earned media and how to use it effectively:
What is owned media?
What is owned media?
Owned media refers to the content your business creates and posts on the channels you own. For example, owned media may be posted on your website, blog, social media channels, and newsletters. Unlike paid media, owned media doesn’t cost you anything to get out in front of clients or prospective customers. Similarly, earned media doesn’t cost a business anything. However, the upside of owned media vs earned media is that with owned media you don’t need “buy in” from clients for exposure. Instead, you are creating and posting the content yourself rather than “earning” it from clients. You can learn more about earned media and paid media here.
What are some examples of owned media?
What are some examples of owned media?
What website domains, social media handles, and email domain names does your business own? These are all the places you can currently feature owned media, however, you can always create more owned media channels too. For example, the written SEO content on a corporate blog, the photos posted to a business Instagram, the events created on a company Facebook page, and the videos on a YouTube channel are all examples of owned media. The emails and newsletters sent out from a business email address are also examples of owned media opportunities. Ideally, you should have all of these owned media lines open and active— if you don’t 406 Strategic Communications can help get you there.
Why should my business create an owned media strategy?
Why should my business create an owned media strategy?
Less advertising spending and more control are the major selling points of owned media. Paid advertising isn’t the only way, nor always the best way, to get your business to the forefront of potential clients’ minds. Additionally, earned media relies on others for brand reputation.
Owned media puts the power of content fully back in the hands of a business. Your business is in the driver’s seat for controlling content, posting locations, and deciding when to publish owned media. Additionally, the cost of owned media is purely the cost of producing it. Great owned media campaigns can do just as well as paid media campaigns, organically.
How do I create an owned media strategy?
How do I create an owned media strategy?
Your company’s owned media strategy should begin by creating a content plan and a content calendar. You’ll want to decide where to post, when to post, how often to post, and the SEO terms and hashtags to focus on to make your owned media campaigns organically successful. 406 Strategic Communications specializes in creating owned media content plans and calendars for businesses. Learn more about how we can help you create winning owned media campaigns in a free, 30-minute consultation.
Page updated
Google Sites
Report abuse