once we look at the best customer relationships we have built, those relationships were often fostered in a few part by owned media. Be it your site copy that motivated a person to book a call they couldn’t get anywhere else, it’s clear that high-quality digital media assets can help your business in a big way.

Despite with you, a blog post that warmed up or qualified a lead, or a value-packed newsletter that helped customers get information this, a lot of companies still tend to focus on marketing efforts that are instantaneous drivers of awareness but don’t necessarily foster long-term relationships. In other words, they’re investing in channels that help with visibility but don’t help establish retention and loyalty.

Surely, having a mix that is strong of tactics is important. But a marketing that is strong is rarely if possible without strong owned media. What exactly is it?

What is owned media, and exactly how is it possible to leverage it to obtain more sales?

The PESO model appears to have popularized the expression “owned media.” The model advises that the ongoing company should have a mix of paid, earned, shared and owned media. Earned media is what we often associate with press coverage and publicity; paid media includes anything “pay-to-play,” like PPC advertising and content that is sponsored. And shared media is generally thought as content a brand name puts out that is created specifically to be shared out by the audience. What exactly is owned media?

Put simply, owned media encompasses all of the media assets, digital and otherwise, that your particular brand owns. Typically, this relates to blogs, social networking channels, newsletters, catalogs and thus on. Why does owned media matter a great deal?

Well, primarily, you can use it whenever you want to without having to rely on other channels you don’t control if you own a strong distribution channel. A lot of brands forget about the importance of owned media, or they don’t do enough to strengthen the channels that are very own. Instead, they focus on getting back in the press, that they usually can’t control.

So how will you get owned media right?

3 ways to nail your brand’s owned media

1. Involve other members of this grouped community.

When companies produce their owned media content, a sentiment that is common that it will involve a unique brand and its particular brand only. In the end, that you do not desire to be investing in resources which will wind up promoting other initiatives 100% free, right?

Generally, that is true. But oftentimes it may also be described as a great technique to involve other individuals in your niche.

To Get a better idea of how this principle is applied in practice, I spoke with Brendan Frederick, Chief Content Officer at Genius, the world’s collection that is biggest of song lyrics and musical knowledge. Genius is the maker of the popular YouTube Series Verified, which invites artists to explain the deeper meanings behind their hit songs.

Verified has brought Genius a amount that is considerable of. Frederick told me:

“As an owned media property, it’s probably our most recognizable, in large part as a result of that Genius backdrop that is yellow. Since launching the show in late 2016, we’ve put out more than 900 episodes, which have racked up over a billion and a half views that are collective. It’s develop into a stop that is popular artists on their promotional runs for a new song or album, and regularly spawns viral memes and parodies, which we get a kick out of.”

And there’s a pretty good externality that comes from that too. Artists often share Verified episodes with their fan base, bringing Genius even more visibility. “The sharing obviously contributes to greater awareness around Genius, Verified and our other series, but more importantly, the reception from artists and fans gives us insight that is cool what individuals are giving an answer to. This might be all stuff we take into consideration when we’re producing Verified and developing our other shows,” Frederick informs me.

(with you, you can still apply this idea of involving other members of your community to be a part of your owned media efforts**********)Though you might not be inviting artists to film videos. Let’s say that an expert can be got by you to contribute a quote to the blog post. Well, that expert might easily wind up sharing this article or turn into a even business relationship down the road.

Additionally, by involving experts outside of your brand, you can introduce a wider scope of perspectives to your content. This, in turn, can increase the likelihood that your owned media will reach a wider range of audiences or bring other companies even’ customers to you.

2. Repurpose content just as much as possible.

The biggest misconception about owned media is the fact that you ‘must’ have plenty of resources to be able to put out a content volume that is sufficient. There are all sorts of social content, blog posts, podcast episodes and more. You may never be targeting all those channels, but how will you balance all of it?

In my view, it comes down right down to repurposing. This basically means, you don’t need to make anything from scratch.

Let me offer you a good example. Suppose you are recording a podcast episode. Once that podcast is offered, you might transcribe it, earn some edits and republish it as being a blog post.

If the blog’s covered, it is possible to take smaller snippets of one’s podcast episode and repurpose it into shorter tidbits to create on your social channels. Or perhaps you might make ads that are audio of them. The point is, there’s almost always a real solution to repurpose your articles making it work more for you.

Gary Vaynerchuk, the founder and CEO of VaynerMedia, can be an exemplory instance of how useful content&# that is repurposed******************************************);can be. Though it’s true it is repurposed.

Don’t that he simply puts out a lot of content, by his own admission, quite a bit of reinvent the wheel if you do not need certainly to. If you’re able to break your content down and share it on a variety of distribution channels, then why not? And you could be putting out there.

3 if you aren’t doing this already, just think about how much more content. Rather than assuming what your audience wants, just ask.

When it comes down to strategy that is content companies often try to predict what their customers want to hear or read about. But isn’t it so much simpler to just ask?

Plus, asking what your audience wants is a simple solution that is two-for-one. It will tell you exactly what your customers want while increasing transparency between your online business along with your customers. People like obtaining the power and ability to contribute to a company. And giving your audience a voice can help build that also stronger customer relationship.

There really are a number of how to approach engaging your audience and having their feedback on content strategy. Sending out surveys to your email list (and listening!) is merely one of these. You can also consider media that are social and functions. Instagram stories, for instance, are becoming an marketing that is increasingly popular, therefore the platform allows you for you personally to use the poll, slider or question stickers to enhance engagement among your followers.