8 proven ways to craft the best owned media

Owned media - shared media - earned media

How to write the best articles to promote your brand and products.

(Article by Wendy Marx published on www.business2community.com 02 July 2019)

What is “owned media”?

Owned content, or media, is a crucial part of a well-rounded marketing strategy. Quite simply, this is content where you’re in complete control. You create it, publish it yourself, and decide what happens to it in the future.

Owned content includes:

  • Blog posts
  • Ebooks
  • Infographics
  • Videos
  • Website pages
  • Newsletters
  • Case studies

What makes this kind of media so powerful? It helps you to build long-term relationships with potential leads and build confidence in your brand as an expert in your industry.

Earned media - owned media - paid media

(Graphic by www.rezora.com)

Owned media vs. Earned media and other media types

But again, this kind of media is only one part of a well-rounded strategy. The three other components are as follows:

  • Earned media: This media is content that you earn, mostly from media outlets and other websites
  • Shared media: This media is content that you share on networks like Facebook and Twitter
  • Paid media: This media is content that you promote through paid promotion, such as Google Adwords and social media ads.

But a lot of brands tend to put more emphasis on earned media. They want to be featured in The New York Times or The Washington Post — but creating their own content seems further from their minds.

Which begs the question… why should you invest in owned media vs earned media?

While earned media is a powerful tool — and essential in its own right — owning your media puts you in the driver’s seat, so to speak. You have control over how people view you. In fact, many brands, after investing in owned content, have seen an uptick in interest in their B2B products.

Plus, owned content often acts as a bridge to other forms of media. Once you have a solid library of content that you own, it gives you content that you can use within your shared, paid, or earned media strategy.

So we see how important owned content is, but how can you get started?

While some people are natural-born writers, others have to hone this skill over time. But whichever side you fall on, there are few article writing tips you should keep in mind. Let’s look at 8 powerful tipsto get the most out of your strategy.

8 proven ways to craft the best owned media

1. Define your audience
2. Shoot for original as possible
3. Create value for readers
4. Craft winning headlines
5. Consider search engine optimization (SEO)
6. Edit…and re-edit
7. Include Images
8. Give it a boost on social media

Read the full article here.

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