When running owned media, it is unlikely that you will be successful just by launching it and increasing the number of articles.
This time, we will thoroughly explain the cycle of “strategy design,” “effect measurement,” and “improvement” to make owned media a success.
Owned media operation cycle
In order to make an owned site successful in marketing, it is necessary to continuously spiral the cycle of “strategy design”, “effect measurement” and “improvement”. The spiral here refers to continuously improving the quality of owned media by rotating the cycle of “strategy design,” “effect measurement,” and “improvement.”
Let’s explain each item of “strategy design,” “effect measurement,” and “improvement.”
Owned media strategy design
When starting owned media, it is important to develop and design a marketing strategy.
There are three important items in strategy design: “setting objectives,” “market analysis,” and “setting personas.”
Set a clear purpose for launching owned media
The basis of strategy design is the purpose of launching owned media.
It is not advisable to start your own media business by following the trends of the times because other companies are doing it.
Companies must clarify why they are launching owned media.
Generally, companies have three goals when launching owned media:
*For information on the purpose of owned media, this column will be helpful.
What is the goal of owned media? About the purpose of the company
1. Improved branding
Improving branding means improving a company’s brand image.
Improving branding increases a company’s credibility and leads to more customers and prospects.
By improving your branding, you can differentiate your company from other companies, and you can also expect to have an advertising effect for your company.
*This column will be helpful for branding.
What is the key to successfully building branding with owned media?
2. Developing new customers/prospective customers
Owned media is often used to develop new customers and prospects.
There are cases in which products and services proposed by a company are introduced in relation to articles that users may be interested in, and articles that attract users even if they are not directly related to the products and services proposed by the company. There are cases where you want to develop potential customers.
3. Owned media for recruitment
An increasing number of companies are launching owned media for recruitment purposes.
The purpose is to encourage job seekers to want to work for your company by letting employees share information about their work and what their daily workplace looks like.
.Analyze
the market
Market analysis is also important for strategic design.
We analyze the company’s target market and clarify user needs.
Set up your persona in detail
An important point in strategic design is to establish a detailed persona for the target audience of owned media operations.
The basic items of a persona include gender, age, industry, occupation, position, income, place of residence, family composition, hobbies, etc., but in order to make owned media successful, it is necessary to understand the target’s way of thinking, behavior, and lifestyle. It is said to be preferable to set up a persona that goes even further, such as style.
*For information on Persona, please refer to this column.
Launching your own media ~ How to create a persona that will lead to success?
Measuring the effectiveness of owned media
After creating a strategy design and starting owned media, it is necessary to measure the effectiveness.
KPIs (Key Performance Indicators) are indicators for measuring the effectiveness of owned media.
Appropriate KPS for each period after launching owned media is as follows.
Appropriate KPS depending on the period since launch
For the first year after launching owned media, we use indicators such as “keyword search ranking,” “page views,” “number of new users,” and “number of shares on SNS.”
After six months to two years, when your site is evaluated by search engines, we will add indicators such as retention rate, length of stay, number of transitions, and conversion rate.
Conversion KPS
In owned media whose purpose is to develop new customers and prospective customers, if the KPS associated with searches increases after about a year, it will increase the number of purchases of your company’s products and services, number of inquiries, and registration of email newsletters. You will be able to measure conversions such as “number of requests for downloaded materials” and “number of requests for downloaded materials” as indicators.
*For KPIs, please refer to this article.
Thorough explanation of how to set KPIs and proposed measures that will lead to success in owned media
Improved owned media
Once we have confirmed the effectiveness of KPS by measuring its effectiveness, we will identify issues and improve owned mail.
One solution that is said to be effective for improving owned media is article rewriting.
In order to improve KPS associated with searches such as “search ranking from keywords”, “page views”, “number of new users”, “number of shares on SNS”, “retention rate”, “time spent”, users who match the user’s needs are required. You should check and rewrite the article to improve its quality.
Setting up internal links is effective in improving the number of transitions and circulation rate.
summary
◆ In order to make owned media a success, it is necessary to continuously spiral the cycle of “strategy design,” “effect measurement,” and “improvement.”
◆Strategy design involves three important items: “setting objectives,” “market analysis,” and “setting personas.”
◆KPIs (Key Performance Indicators) are indicators for measuring the effectiveness of owned media.
◆Once we have confirmed the effectiveness of KPS by measuring its effectiveness, we will identify issues and improve our own ownership.