In recent years, “owned media” has been attracting attention.
Owned media refers to web media in the form of blogs owned by companies.
Unlike advertising, the aim is to develop potential customers from potential customers to customers and then to loyal customers by distributing articles that meet the needs of users.
This time, we will introduce the reasons why owned media is attracting attention and the benefits of engaging in owned media marketing.
What is owned media?
Owned media
refers to web media in the form of blogs owned by companies.
In the past, the main type of information sent out by companies was advertising.
However, owned media is different from advertising.
Owned media does not directly target sales.
The purpose of this service is to develop potential customers into prospects, customers, and even loyal customers by distributing articles that meet the needs of the target users and making them fall in love with the company, products, and services. .
We generally do not use advertisements when disseminating information on owned media.
We aim to rank high in search results, and aim to attract traffic by having users discover our site on their own.
Why owned media is attracting attention
Why has owned media gained attention in recent years?
The reasons are as follows.
1. Decrease in advertising effectiveness
A major reason why owned media has gained attention is that the effectiveness of advertising has declined.
Click-through rates for banner ads are significantly lower than they used to be.
One of the reasons for this can be said to be that users have come to dislike advertisements as a “disturbance”.
Smartphones equipped with an “ad blocking function” are now on sale.
One of the reasons why owned media is attracting attention is that the effectiveness of advertising has declined and a new style of information dissemination has become necessary.
2. The need for content to be shared on SNS
SNS is also an option for disseminating information in place of advertising.
In order to disseminate information on SNS, it is essential to have content that users will want to share.
However, it is difficult to gain a share of users with product information and company information sent by companies.
Therefore, there is a growing need for content that is more user-oriented.
3. Usefulness of stock media
Communication via SNS is a “flow type”.
Even if it is widely shared, it is temporary and the content will not become an asset and accumulate.
Owned media, on the other hand, is a “stock type” because it is in the form of a blog.
By accumulating the information you send as an asset, you can use it repeatedly as a point of contact with users.
4. Changes in search algorithm by Google
One of the main reasons why owned media, which provides content from the user’s perspective, has gained attention is due to major changes in Google’s search algorithm.
In the past, you could buy paid links to improve your search rankings.
Therefore, even though it was an advertising site, we were able to get traffic from natural search.
However, in recent years, Google’s search algorithm has changed significantly, and it has become difficult for articles to rank high in search results unless they meet the needs of search users.
This change in search algorithms is giving a major boost to the emergence of owned media that publishes content from the user’s perspective.
Advantages of engaging in owned media marketing
The benefits of engaging in owned media marketing include:
1. Create a good impression of your company, products, and services
By engaging in owned media marketing, you can create a positive impression of your company, products, and services.
With owned media, companies publish articles that meet the needs of their target users.
Therefore, by visiting the site repeatedly and reading many articles, users will come to think that “it’s a great company with useful information” and “this is a good company that understands its users well.” You can expect that.
2. Increased contract rate and easier sales
If users have a favorable impression of your company, you can expect a higher contract rate for sales of your products and services.
Users who repeatedly subscribe to owned media will come to believe that the products sold by this company are reliable.
Also, as owned media becomes more well-known, sales will become easier.
Even when conducting tele-appointments, if the person in charge knows about owned media, you can expect the appointment rate to increase.
3. Increased company favorability and easier recruitment
Owned media also plays the role of conveying a company’s philosophy and corporate culture through its concept and tone.
Recruitment can be expected to be made easier by having people apply with an image in mind of “this company’s atmosphere.”
4. You can reduce advertising costs
Owned media aims to be found by users through searches, so we generally do not use advertising.
However, it is expected that sales will increase as the results will be seen, such as developing potential customers into customers and good customers, and making sales easier.
This makes it possible to reduce advertising costs.
Also, when attracting customers through advertising, stopping advertising will reduce sales.
On the other hand, in the case of owned media, published articles are stored and read repeatedly through searches and SNS traffic.
Operating owned media can be said to be about accumulating important assets that generate customers.
summary
◆ Owned media is blog-style web media owned by a company.
◆ Owned media has started to attract attention because of the declining effectiveness of advertising, the need for content to be shared on SNS, the usefulness of stock media, and changes in Google’s search algorithm.
◆ The benefits of engaging in owned media marketing are that it creates a good impression of your company, products, and services, increases your contract rate and makes sales easier, increases your company’s likeability and makes hiring easier, and advertising. What can reduce costs