Every organisation needs to have a digital distribution network. Owned media forms a part of it.This should be your priority after you figure out who your audience is going to be. Your audience will cement the foundation for content strategy.
I have shed some light on this in my previous article titled “Content Strategy Part 1″. Owned media comes in many forms. Facebook, Twitter,Instagram,LinkedIn and so on. I wouldn’t consider these platforms to be the core part of owned media. The core should consist of your blog, website, Magazine, TV channel and company events.
Why aren’t the above-mentioned platforms not so reliable you ask? This is because their algorithms keep changing. Some days your post might be the most trending but on other days, it might become irrelevant. These platforms keep changing the parameters based on which posts get maximum impressions and also from the ones that are trending. While it is important to have them to connect with your audience and keep them engaged, you shouldn’t put your eggs in this third-party basket.
Blogs, websites, magazines, tv channels and events should be one of your first choices. Based on your budget and the amount of resources that you can allocate to them.
Here’s an informative video about a company that gave the world a snapshot of what to expect from their content strategy. It doesn’t get any bigger than Coca-cola going all in with Content Marketing. This amazing video shows you in detail what they are planning on doing in the future.
This idea is so amazing as it prepares its audience for what to expect and why content marketing is so important for a brand like Coca-cola.
Now let’s dig deep into the core platforms and see how to engage your audience.
Blog/Website : Some companies have a website and on it have a separate section for a blog while other companies have a separate blog which will have links that point to their website. It doesn’t take much to create a blog these days. It does take a lot of effort to maintain it. What do I mean by maintaining?
- Post consistently.
- Update your content.
- You can talk about your products but that has to be the smallest section on your blog
- It has to be more user centric.
- When people leave your blog they should be leaving with this thought ” What useful insights I might get the next week”.
One of the companies that have a great blog and is very much related to what it does as a business is Whole Foods. Below is a link to their blog and once you visit it you will learn something new.
These guys even write posts in response to customer queries, how awesome is that!
Let us look at another company in the B2B business, which I feel is a bit difficult when compared to B2C in terms of maintaining and appealing to your target audience.
A company called Caterpillar does it well. Caterpillar has blogs and forums for different industry segments, real people writing about their passion and expertise. Here is a link to their blog.
Now very few companies have a website showcasing people and their adventures. This is highly engaging content and not all the companies can fit into this particular niche. A company that does it well is Red Bull. Red Bull TV is a website that provides videos and live streaming of events from across the world. Here’s a link to that website.
Not many companies host events for their audience but two companies do it well. The first one being “Entertainment software association” & the second one being “content marketing Institute” .
- Entertainment software association : They host an even called E3 every year.
E3, the world’s premier trade show for computers, video and mobile games. At E3, the video game industry’s top talent pack the Los Angeles Convention Center, connecting tens of thousands of the best, brightest, and most innovative professionals in the interactive entertainment industry. Here’s a link to the event site.
- Content marketing institute : They host an event called the Content marketing world every year. Content Marketing World is the one event where you can learn and network with the best and the brightest in the content marketing industry. Here’s a link to the website.
As you can see from the wide range of examples as to how important it is to have owned media. Platforms such as Facebook, Twitter,Instagram,LinkedIn, YouTube etc.., are necessary for your existence. They can’t be your primary option. All of these will only be effective after the owned media strategy is in place.