What Is Owned Media In B2B Marketing?

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Owned media refers to any web property that a company controls and uses to publish content. 

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It includes channels like company blogs, social media profiles, and websites. These direct lines of communication provide an unfiltered opportunity to articulate brand voice, values, and vision.

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Why Care About Owned Media? 

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So, why exactly should businesses care about owned media? Here are some compelling reasons:

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Become a Go-To Destination for Answers

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Owned media channels have the power to act as a hub for industry knowledge and insights. By consistently producing high-quality, informative content, you can establish your brand as a go-to resource in your field.

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Maintain Direct Control Over Content

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Unlike paid or earned media, owned channels give you complete control over your content. This autonomy is vital for crafting and disseminating messages that accurately reflect your brand's expertise and point of view.

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What an Owned Media Strategy Looks Like

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An effective owned media strategy for B2B companies should include the following elements:

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Understanding Your Audience to Create Valuable Content

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Tailoring your content to address the interests and challenges of your audience increases relevance and engagement. Use analytics tools to obtain a picture of what potential customers want to see and create accordingly. 

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In any case, the focus should always be on creating valuable, informative content. This could include industry insights, thought leadership articles, company news, case studies, and educational content. The aim is to provide material that helps, informs, or solves problems for your audience.

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Leveraging Social Media 

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Social media platforms like LinkedIn, Twitter, and even Instagram are becoming essential components of B2B-owned media strategies. These platforms allow businesses to share content directly with their audience, engage in conversations, and build a digital presence that reflects their brand values and expertise.

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The key to success is creating a strategy that aligns with overall marketing goals while catering to the unique dynamics of social networking.

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Each platform can contribute to a thought leadership strategy in its own way, as well. 

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LinkedIn stands out as an essential platform for B2B thought leadership; sharing in-depth articles, participating in industry discussions, and connecting with other leaders and influencers can significantly raise your profile if done consistently.

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Twitter can be used for sharing industry news and quick insights, while platforms like YouTube are ideal for in-depth webinars or product demonstrations. 

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Best Practices for Deploying an Owned Media Strategy

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Effective deployment of owned media requires strategic planning and execution. Here are some best practices to help you maximize the impact of your owned media strategy:

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Maintain a Consistent Brand Voice

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Consistency in content and messaging helps in building a recognizable brand identity. It also ensures that your audience knows what to expect and can easily identify your content amidst the sea of information available online.

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Produce Relevant Content 

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Ensure that the content you create is relevant to your target audience. Conduct thorough research on what topics are trending in your industry, and tailor your content accordingly. This will not only increase engagement with current followers but also attract potential new ones who are interested in similar topics.

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Diversify Content Formats

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Different formats cater to different preferences and can help in reaching a broader audience. Leverage various content formats such as text posts, images, videos, infographics, and webinars. 

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Engage and Interact

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Content is a two-way street. As such, you should regularly engage with your audience by responding to comments, participating in discussions, and sharing relevant content from other sources in your industry.

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You can also encourage feedback and discussions through interactive content like surveys, Q&As, and live webinars. Actively participating in conversations, both on your own channels and with others within your industry, shows that you value your audience's input and are genuinely interested in fostering a community around your content.

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Connect and Cross Promote

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In addition to engaging with your audience, it's important to also interact with other content creators. By building relationships with others in your industry, you not only expand your reach but also gain valuable insights and perspectives from different voices. This can look like many things, from guest blogging on others’ platforms and collaborating on projects or campaigns to simply sharing and commenting on others’ work.

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Consider cross-promoting content across different channels as well. Sharing your blog posts on your social media pages or including them in your email newsletter can drive more traffic to your website and create a cohesive online presence. 

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Take Ownership of Your Success

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B2B-owned media plays a critical role in content marketing strategy success. It’s ultimately about quality over quantity, engagement over broadcasting, and strategy over random acts of content. 

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As the digital landscape continues to evolve, so too should your approach to advertising. Bane Digital's expertise in B2B-owned media can help your business stay ahead of the curve and reach new heights. Reach out to us today to learn more about how we can help you create a successful content marketing strategy that will effectively engage and convert your target audience. Remember, it's not just about creating content, it's about creating the right content for the right audience at the right time.

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