02 Feb The Awesome Value of Owned Media | Naples Marketing
In Naples marketing, there are three broad types of media reach you can get for your business: paid, earned, and owned.
The first two are self-explanatory. Paid media is when you pay for placement of a story, a piece of content, or an ad. Earned media is given freely; whenever you land a piece in a newspaper, you benefit from earned media.
The last one – owned media – is the newest and potentially most important form of media reach today. Here, we’ll talk about what it is and why it’s so awesome for your Naples marketing campaign.
What Is Owned Media?
Owned media, in marketing parlance, consists of content you create yourself. This is branded content, content that originates from your business and its brand, not someone else’s, and is content that is published or distributed via a platform you own.
For example, if your business has a blog, each blog you publish is owned media. A newsletter that you distribute is owned media. Videos you produce are owned media. An infographic you create is a part of owned media.
Why Is It So Awesome?
Owned media is awesome for a few different reasons:
- You control the message
- People love content and will go anywhere and do anything to get it
- It can boost your search engine rankings
- It enhances and builds your brand’s reputation and authority
All of these reasons are important, and all play into why you should consider creating media that you own.
By and by, businesses are starting to understand this. This is why many businesses today have blogs. Others have social media networks – which are owned media. The understanding is simple: “If I create good content, and people like it, they’ll like me by association”. As a result, your brand grows.
This isn’t to say that earned and paid media don’t have their place. They do. You should ideally use all three. But owned media pays off in a big way, and is something that should be incorporated into every Naples marketing campaign out there today.