Implementing True Measurement: An Earned Media Management Strategy Learn More

Why Owned Media Is Like Owning Your Home

Jessica Ann helps businesses build their brands through authentic content marketing.

Owned media is just what it sounds like – media that you own or control on your own platform.

Websites, mobile sites, and blogs are examples of owned media. Like a homeowner does with a house, a marketer or business owner controls them all, without other media entities sharing the ownership.  And – although there are downsides to owned homes and owned media alike – the positives often far outweigh the negatives. Here’s why.

1. You can add value with effort

Owning your own media is a slow churn. You won’t buy a web domain and instantly get rich. It’s what you do with that domain, and how much time and effort you invest, that adds the value.

If you post quality content and add value to your platform, the value has a better chance to increase over time. But just like owning a home, there are no guarantees.

  • Tip #1: One of the best ways to add value is to start a blog and post regularly. Starting a blog may be daunting, so you’ll want to set a schedule and post once or twice a week to start. You’ll find that the more you blog, the more ideas will come.
  • Tip #2: If you don’t have the time or resources, outsource the content creation. It’s well worth the investment.

2. You can decorate how you want

While shared media is the best of both worlds, sometimes you want a world onto your own without Facebook, Twitter, or Google Plus dictating how you decorate. Whether you want to keep it clean and simple or add lots of furnishings is entirely up to you. Create your own branded content all around your personal style and tone. Go and use that crazy color, or feature your beautiful logo front and center. No permission from the landlord needed.

  • Tip #1: Just like a bathroom and kitchen are standard rooms in a home, your business website should include industry standards like an About page. Create casual yet informative copy that explains who you are, and what your business does. Shy away from corporate jargon.
  • Tip #2: Earned media matters because every business needs solid testimonials. Make your visitors feel welcome by showcasing happy customers with a Testimonial page. It’s the difference between leaving a Welcome mat on the front door vs. the unwelcoming “Private Property: Keep Out” sign.

3. No one can kick you out

As long as you back up your site and renew your domain name, you’ll be able to stay for years.

  • Tip: #1: Make sure to choose a hosting provider that is reliable.
  • Tip #2: Double-check that your domain company has the most updated email address. Believe it or not, quite a few companies lose their domain because they didn’t get notified at the right email address that their website url was expiring. It’s a simple mistake that’s easily avoided.

4. You set your own rules

You can set how often and when your guests can visit, and what kind of parties you throw. Do you want guests to visit and post on your website once a week or once a month? Do you want to set a theme for each party you host? These decisions are all up to you.

  • Tip: While rules help set structure, it’s important to still have fun. Make sure your company provides humor or can poke fun at its industry. As long as you refrain from profanity to avoid offending your audience, there are a number of ways humor can liven up the process.

5. You can build a community

Even though you may feel the urge to channel Clint Eastwood by screaming “get off my lawn!” to your neighbors, your greatest resource is other people.

  • Tip: Learn about the interests of your neighbors and competitors. Stop by every so often to read and share their content. Communities are there to help and provide insight. There’s tremendous value in that.

Do you find that owned media is like owning a home? Please comment below.

For more marketing and media knowhow from Jessica Ann, click here.

Image: Akeg

Recent Posts

Cision Blogs

  • Communications Best Practices

    Get the latest updates on PR, communications and marketing best practices.

  • Cision Product News

    Keep up with everything Cision. Check here for the most current product news.

  • Executive Insights

    Thought leadership and communications strategy for the C-suite written by the C-suite.

  • Media Blog

    A blog for and about the media featuring trends, tips, tools, media moves and more.