In the world of marketing, it is essential to have a strong and effective content marketingstrategy. While there are different types of content marketing, owned contentis considered one of the most valuable and important elements of a marketing strategy. This article will explore what owned contentis, its advantages, and how it can be used in marketing.
Owned content is the content that a brand or company creates, owns, and controls. This type of content is different from earned or paid content, which are created by third-party sources and paid for, respectively. Owned content is created for a specific target audience, with the purpose of engaging and retaining that audience.
Owned content can come in different formats, such as blog posts, social mediaposts, e-books, whitepapers, infographics, and videos. The goal of owned content is to provide value to the audience, educate them, and create a connection between the brand and the audience.
There are several advantages of using owned content in a marketing strategy:
One of the biggest advantages of owned content is that it gives brands complete control over the message they want to convey. Brandscan craft their own narrative, tone, and voice, without worrying about the message being diluted or misrepresented by a third-party.
Owned content allows brands to establish themselves as thought leaders and experts in their field. By providing valuable and informative content, brands can build trust and credibility with their audience.
Creating high-quality owned content can help drive traffic to a brand's website or social media channels. Additionally, engaging content can lead to social shares, comments, and other forms of engagement, which can increase a brand's reach and visibility.
Compared to paid content, owned content is a cost-effective way to market a brand or product. While creating high-quality content requires time and resources, it can be more affordable than paying for adsor sponsored content.
Owned content has a longer lifespan than paid or earned content. While paid content disappears once the ad budget is spent, and earned content is dependent on third-party sources, owned content remains available to the audience for as long as the brand desires.
Owned content can be used in different stages of the marketing funnel, from awareness to retention. Here are some ways brands can use owned content in their marketing strategy:
Blogging is one of the most popular forms of owned content. Brands can create blog posts that provide valuable information to their target audience, establish themselves as thought leaders, and drive traffic to their website.
Social media is another platform where brands can create and share owned content. Brands can use social media to engage with their audience, share relevant information, and build their brand image.
E-books and whitepapers are longer-form content pieces that provide in-depth information on a particular topic. Brands can use these content pieces to educate their audience, establish themselves as experts, and generate leads.
Videos are a highly engaging and shareable form of owned content. Brands can use videos to tell their brand story, showcase their products or services, and connect with their audience on an emotional level.
Email marketingis another effective way to use owned content. Brands can use email to deliver targeted content to their audience, promote their products or services, and drive traffic to their website.
While owned content marketing offers many advantages, it also presents some challenges that brands must be aware of:
One of the biggest challenges of owned content marketing is the sheer amount of content available to audiences. With so many brands vying for attention, it can be difficult to cut through the noise and capture the audience's attention.
With complete control over the message, brands must ensure that their content is of high quality and provides value to their audience. Poorly written or irrelevant content can harm a brand's reputation and drive away potential customers.
Creating high-quality content requires time, money, and resources. Brands with limited resources may struggle to produce enough content to keep up with their competitors.
Creating great contentis only half the battle. Brands must also ensure that their content is distributed through the appropriate channels and reaches their target audience.
Measuring the ROI of owned content marketing can be challenging. Brands must establish clear goals and metrics to track the success of their content marketing efforts.
To overcome the challenges of owned content marketing, brands should consider the following tips:
Instead of creating a large volume of content, brands should focus on creating high-quality content that provides value to their audience. By providing informative and engaging content, brands can establish themselves as thought leaders and experts in their field.
Brands can repurpose their existing content to reach new audiences and extend the lifespan of their content. For example, a blog post can be turned into an infographic or video, or a series of blog posts can be combined to create an e-book or whitepaper.
User-generated content, such as customer reviews and social media posts, can be a valuable source of owned content. Brands can curate and showcase this content to demonstrate social proof and build trust with their audience.
Influencerscan help brands reach new audiences and increase the reach of their content. By partnering with influencers who align with their brand values, brands can amplify their message and drive engagement.
Instead of focusing solely on metrics such as likes and shares, brands should measure the metrics that matter to their businessgoals. For example, tracking website traffic, lead generation, and sales can provide a clearer picture of the ROI of owned content marketing.
To help illustrate the power of owned content marketing, here are some examples of brands that have successfully leveraged owned content to drive engagement, build their brand, and achieve their marketing goals:
HubSpotis a leading provider of inbound marketing and sales software. The company's blog is one of the most popular marketing blogs on the internet, with over 7 million monthly readers. The blog covers a wide range of topics, from marketing and sales to customer serviceand management, and provides valuable insights and tips for marketers and businessowners.
By creating high-quality content that provides value to their audience, HubSpot has established itself as a thought leader and expert in the marketing industry. The company's blog has also helped drive traffic to its website and generate leads for its software products.
Red Bull is a global energy drink brand that has become known for its extreme sports and events. The company's owned content marketing strategy centers around creating engaging video content that showcases the athleticism and bravery of its sponsored athletes.
Red Bull's content includes videos of high-flying stunts, extreme sports competitions, and behind-the-scenesfootage of its athletes. By creating exciting and visually stunning content, Red Bull has built a loyal following of fans who eagerly anticipate each new video release.
American Expressis a financial services company that has leveraged owned content marketing to provide value to its cardholders and build its brand. The company's "Small Business Saturday" campaign encourages consumers to shop at small businesses on the Saturday after Thanksgiving.
To support this campaign, American Express created a website that provides resources and tools for small business owners, including marketing tips, business advice, and a directory of small businesses. By creating valuable content that supports its customers and promotes small businesses, American Express has built a strong brand reputationand a loyal customer base.
Owned media content refers to digital content that is created and controlled by a brand or organization, and is distributed through channels that the brand owns or has direct control over. These channels can include a brand's website, blog, social media profiles, email newsletter, mobile app, and any other digital property that the brand owns or has direct control over.
An example of owned media is a brand's blog. The blog is owned by the brand, and the content on the blog is created and controlled by the brand. The brand can use the blog to provide valuable information and insights to its audience, establish itself as a thought leader in its industry, and promote its products or services.
Other examples of owned media include a brand's website, social media profiles, email newsletter, mobile app, and any other digital property that the brand owns or has direct control over.
Owned content refers to digital content that is created and controlled by a brand or organization, and is distributed through channels that the brand owns or has direct control over.
Non-owned content, on the other hand, refers to digital content that is created and distributed by third-party publishers or influencers. Examples of non-owned content include media coverage, social media posts by influencers, and user-generated content.
While brands can't directly control non-owned content, they can still leverage it to build their brand and engage their audience by sharing and promoting the content on their owned channels.
Owned content marketing is a powerful tool for brands looking to build their brand, establish themselves as thought leaders, and drive engagement and traffic. By creating high-quality content that provides value to their audience, brands can build trust, credibility, and loyalty.
While owned content marketing presents some challenges, such as content overload and resource constraints, these challenges can be overcome by focusing on quality over quantity, repurposing content, leveraging user-generated content, partnering with influencers, and measuring the metrics that matter.
With the right approach and strategy, owned content marketing can help brands achieve their marketing goals and create a lasting connection with their audience.