What is owned media Mainly, web media (corporate sites, blogs, tools, etc.) is owned and operated independently by a company (in-house). If you conduct SEO for this owned media and conduct web marketing such as advertising on SNS, you can promote access and conversion.
On the other hand, web marketing cannot be promoted without owned media.
To put it a little more, you can’t promote the acquisition of potential and prospective customers unless you add content using things like blogs.
As a result, it is not possible to expect an increase in sales from the Web.
In order to avoid such a bad situation, understand the characteristics of owned media and make use of them in web marketing.
Based on this point, this time, I would like to explain the points in an easy-to-understand manner for beginners, along with examples such as the meaning of owned media.
What is owned media?
What is owned media Mainly, web media (corporate sites, blogs, tools, etc.) owned and operated independently by a company (in-house)is. In particular, blogs are owned media that are essential for business growth through SEO measures.
In other words, effective SEO measures using blogs can be expected to increase search inflows (number of website accesses).
As a result, it leads to an increase in conversions such as inquiries and applications, and it can be expected to grow the company, so an owned media blog is indispensable.
By the way, this owned media is defined as follows on Wikipedia.
Owned media (British: owned media) refers to media that companies and organizations own and send to consumers, such as public relations magazines and pamphlets published by their own companies, and their own websites and blogs on the Internet. Combined with “Paid Media” and “Earned Media,” it can be said that media is recognized as the three core media of corporate marketing.
From this, we can see that the original owned media includes paper media such as public relations magazines and pamphlets.
Therefore, owned media, which is mainly mentioned in online marketing, often refers to web media (corporate sites, blogs, tools, etc.) other than paper media.
Read Also: What is CMS? Full Explanation
The reason why owned media is attracting attention
There are several reasons why owned media is attracting attention.
- low advertising effectiveness
- Search algorithms are changing
- Because it can correspond to SNS and curation media
- More and more people are spending time on mobile content
Low advertising effectiveness
The reason why owned media is attracting attention is This is because advertising is ineffective.
For example, let’s say you distribute listing ads or display ads.
The number of users who distribute such advertisements has increased in recent years, so the current situation is that competition is increasing.
Therefore, the cost of investment will also increase.
Since the cost is limited, you may not be able to raise the ranking as expected, or the posting period may be shortened.
If this happens, you will not be able to drive clicks and conversions, and your cost-effectiveness will decrease.
In other words, advertising effectiveness is low.
In this way, the advertising effect is low, so owned media is attracting attention.
Search algorithms are changing
The reason why owned media is attracting attention is Because the search algorithms are changing.
For example, search algorithms today value content over backlinks.
To put it a little more, a long time ago, just having a lot of backlinks made it possible to rank high in search engines.
Currently, it is not possible to display at the top just by having many backlinks.
In order to display high, it is most important to improve the quality of the content (write the information that the search user wants).
In other words, the search algorithm is changing from backlinks to content-oriented.
This change has made it easier to publish owned media such as blogs.
In this way, the search algorithm is changing, so owned media is attracting attention.
Because it can correspond to SNS and curation media
The reason why owned media is attracting attention is because it is compatible with SNS and curation media.
For example, say you have created and published owned media such as high-quality blog posts, tools, and apps.
In this case, it will be easier for users to notice.
If that happens, it will be shared on Twitter, Facebook, etc., and the possibility of being referenced on external sites such as summary sites will increase.
In other words, it can correspond to SNS and curation media.
In this way, owned media is attracting attention because it can correspond to SNS and curated media.
More and more people are spending time on mobile content
The reason why owned media is attracting attention is More and more people are spending time on mobile content.
For example, smartphones (smartphones) have become very popular among all generations.
As a result, it is said that all generations are using the Internet mainly on smartphones rather than PCs.
If you use the Internet mainly on your smartphone, you will come into contact with some kind of web media (owned media provided by each company) by searching, reading blog articles, using EC sites, tools, and apps.
This contact time was “11 minutes” in 2006, but has increased to “139.2 minutes (about 2 hours and 20 minutes)” in 2021.
In other words, more and more people are wasting their time on mobile content.
As more and more people waste their time on mobile content, owned media is gaining attention.
Purpose of operating owned media
There are several purposes for running owned media.
- To make products and services known
- To get people to like our products and services
To make products and services known
The purpose of operating owned media is To make a product or service known.
For example, create and publish a blog as your own owned media.
Get your blog indexed by search engines, shared on social media, and referenced on external sites.
Doing so will increase the leads to your blog and make it easier for new interested users to visit your blog.
As a result, visitors will learn about your company’s products and services introduced in the blog.
In other words, you want potential customers to be aware of your product or service.
In this way, the purpose of operating owned media is to make products and services known.
To get people to like our products and services
The purpose of operating owned media is To get people to like your product or service.
For example, we operate a blog as our own media.
Blogs regularly post articles on subjects related to products and services.
In this case, even slightly interested users visit the blog to read the regularly posted articles.
As a result, visitors will be more knowledgeable about your products and services and will be more satisfied.
As a result, potential customers become more loyal, like your product or service (because they become fans of your product or service), and become a prospective customers.
In this way, the purpose of running owned media is to get people to like our products and services.
Advantages of owned media
There are several benefits of owned media.
- Become branding
- Become an asset
- Ad spend can be reduced
The advantages of owned media areIt becomes branding.
For example, apart from the corporate site, we will launch and publish a blog site on a separate domain as owned media.
The blog will be regularly updated with quality articles.
That way, your blog articles will be indexed by search engines, shared on SNS, and introduced on external sites, and will be exposed on the Internet.
As a result, the number of users who see the blog increases, and the opportunity to recognize the operating company of the blog increases, which leads to branding.
In this way, branding is an advantage of owned media.
Successful branding leads to increased customer loyalty and improved corporate value and image.
Become an asset
The advantages of owned media are to become an asset.
For example, companies and individuals launch and publish blogs as owned media.
And update the blog regularly to increase the quality of articles.
The article will remain forever unless you delete it yourself or neglect management.
In other words, it becomes the property of a company or an individual.
In this way, becoming an asset is the advantage of owned media.
Ad spend can be reduced
The advantages of owned media are Advertising costs can be reduced.
For example, I am posting paid advertisements on my EC site.
At this time, as an owned media, we will launch a new blog and publish quality articles on a regular basis.
In this case, the blog will be indexed by search engines, shared on SNS, introduced on external sites, and exposed on the Internet.
Then you can attract customers to your blog.
If you post a link to an EC site on that blog, you can send customers to that EC site.
As a result, you can reduce your advertising costs by sending customers from your blog to attract customers through paid advertising on your e-commerce site.
This means that advertising costs can be reduced.
In this way, the ability to reduce advertising costs is an advantage of owned media.
How to start owned media
We will introduce how to start owned media step by step.
- determine the target
- Decide on the site concept
- Design customer journeys and funnels
- create site and content
Determine the target
To determine the target Set up the “persona” that is the reader.
For example, look at keyword suggestions or bulletin board sites.
That way, it becomes clearer what kind of person is having trouble.
As a result, the persona image naturally solidifies and you can narrow down the target.
In other words, it is possible to determine the target.
In this way, determining the target is the key to starting owned media.
By the way, if you create a mind map based on keyword suggestions or bulletin board sites, it is easy to set a persona.
It is important to summarize the search intent at this time.
Decide on the site concept
Determining the site concept what do you offer your target? decide.
For example, let’s say a user wants to know how, how to use, procedures, etc.
In this case, know-how content is required.
Also, if you want to sell your own products on the site, you need form content that allows you to purchase the products.
In addition, when providing members-only content, content such as a login function is required.
In this way, we determine necessary services, functions, and contents from the perspective of “what users want” and “what is necessary for selling our products.”
That way, you can decide on a rough site concept.
In this way, deciding on the site concept is the key to starting owned media.
Design customer journeys and funnels
To design customer journeys and funnels, How do users visit the site and reach a contract? Assume.
For example, I have a user with a problem.
Suppose that this user recognizes owned media and solves their problems.
I would like to see more content related to this problem, so I will subscribe to the mail magazine and collect more information.
I am interested in the owned media management company that provides this content and will compare.
Ultimately, I am holding a seminar on the theme of my worries, so I will assume that I will apply for that seminar.
That way, you can create a process from when a user visits owned media to when the deal is closed.
This means you can design customer journeys and funnels.
Create site and content
To create your site and content, Create them at the same time if possible.
For example, decide who will write, design, and code content for the entire site.
Also, decide who will be in charge of drafting, designing, and coding the main content (content that solves the user’s problem).
Each person focuses only on their own work.
That way, you can work on your site and create content at the same time.
On the other hand, if you don’t have enough resources, set priorities one by one and gradually proceed with site and content creation.
In this way, creating a site and content is the point to start owned media.
Summary: Understand the basics of owned media and apply them to web marketing
Understand the basics of owned media,Take advantage of web marketing.
Therefore, it is important to know the purpose and benefits.
On the other hand, if you don’t know the basics, what is owned media like? I do not understand.
If so, you will not be able to make the most of web media.
As a result, it does not lead to increased sales from the Web.
In order to avoid such a bad situation, let’s understand the basics of owned media and use it for web marketing.