Content marketing
has become mainstream in the business world, and more and more companies are considering introducing owned media.
However, I don’t recommend starting it easily just because a competitor started it or because it’s the trend of the times.
If you start prematurely without knowing much about it, you will most likely end up making mistakes such as not increasing your readership or not being able to keep up with updates.
This time, for those who are currently considering whether to adopt owned media, we would like to introduce the advantages and disadvantages of owned media in
BtoB
business in order to use it as material for considering the introduction of owned media.
What is “owned media” that you can’t hear about now?
First of all, what does
owned media
mean?
As some of you may know, let’s first briefly review owned media.
Owned media is written as “Owned media” in English, and is a combination of the words “owned” meaning “to own” and “media” meaning “medium.”
In other words, owned media is “media owned by your company.”
However, owned media is now commonly referred to as “blogs and web magazines that are owned and operated by a company.”
In addition, some people think of Twitter, Facebook, Instagram, etc., but these are called earned media and are often positioned as tools for disseminating information.
Owned media has the role of disseminating detailed information and related information about your company’s products and services, and gathering potential customers there.
For this reason, many companies are focusing on using “owned media” as a marketing method to improve their branding and sales.
Advantages of owned media
The reason why owned media is attracting so much attention is because it has many benefits. Here are five benefits.
1. You can control it yourself
The biggest advantage is that you can control it yourself. With advertising-type
paid media
, information can only be disseminated within the specified range of SNS advertising spaces and various portal sites.
On the other hand, with owned media, there are no restrictions on the content or number of characters, the layout is free, and the frequency of updates can be adjusted as desired.
Since there are fewer processes such as management and coordination, you can appeal to prospective customers with a sense of speed.
2. low cost
Owned media is different from
paid media
(TV commercials, listing advertisements, etc.), and the basic costs involved are very simple, with only the initial server management and design costs, and then the production costs for each piece of content.
This allows you to acquire potential customers at a very low cost.
3. You can acquire prospective customers semi-permanently.
Once you create content, it will remain on the web semi-permanently unless you delete it yourself. Therefore, it is possible to attract customers over the medium to long term.
For example, it is a great advantage that by posting one piece of “useful information” and increasing your popularity once, you can continue to acquire many potential customers without spending a lot of money or effort.
4. Potential customer behavior data is accumulated
By installing access analysis tags (both free and paid) on your own media, you can check the search keywords used when visiting, the article from which you visited, the number of page views, the length of stay, and the number of visitors. Various behavioral data will be accumulated, such as the approximate area of the area.
This behavioral data becomes a very important resource, and it is possible to make good use of this behavioral data when creating new content.
5. Acquire prospective customers at once
Owned media is an online medium, so you can contact people not only from all over Japan but all over the world at once.
Compared to offline, there are far more points of contact with potential customers, so you can acquire potential customers all at once. The more potential customers you can acquire, the more people you will naturally connect with.
Disadvantages of owned media
Although we have introduced the advantages so far, there are also some disadvantages to owned media. Next, I will introduce two disadvantages.
1. It takes time to become profitable
The disadvantage of owned media is that it is difficult to reach new users in the early stages of startup. Also, if the amount of articles is small, it will be difficult to increase the number of PVs.
Therefore, you need to continue writing articles patiently with
SEO
in mind and increase the number of PVs.
It is important to keep in mind in advance that it takes time for the effects of owned media to appear and produce results.
2. Must be operated continuously
Even if owned media becomes a hot topic and attracts potential customers because it has good information, potential customers will leave unless new information is added.
Therefore, in order to keep potential repeat customers, it is necessary to continually send out and update new information. This will take a lot of patience until you get used to it.
Of course, it is possible to outsource, but it may be difficult to have them create high-quality content that matches the user group. Of course, outsourcing also comes with a financial burden.
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summary
How was it?
Do you understand the advantages and disadvantages of owned media?
How to utilize triple media (paid media, owned media, earned media) in content marketing is extremely important when considering marketing strategy.
When introducing owned media, you should also keep in mind the introduction of paid media and earned media.
Please consider the above points in combination and determine whether owned media is truly an effective marketing method for your company.