Communications pros are funny: We are paid to help clients communicate effectively, yet we fill our own presentations and websites with industry buzzwords that leave many would-be clients scratching their heads.
To help right that wrong, we are taking aim at some industry jargon and attempting to clarify their meaning and value to would-be clients. First under the microscope: owned media.
Owned media is a communications channel that your company controls, such as a website, video or social media account. You effectively own it, post what you want on it and market it as you see fit.
The term owned media is relatively new. Before the internet, owned media was largely limited to your company brochure or a white paper that was actually printed on white paper and distributed through an unwieldy device called a fax machine.
That all changed as the web, social media and mobile devices emerged and changed how, when and where you could connect with potential customers. Your company brochure was unchangeable after you printed it, but a company’s owned media can and should be updated regularly if you expect to build a loyal community of followers. In fact, research shows that exposure to owned media directly changes consumer perception of your brand.
Here’s an example of Home Depot’s owned media content on Youtube:
If public affairs is your thing, check out UPS’s owned media strategy on Twitter:
Fancy buzzwords aside, the ability to tell your story directly to your most important audience is a powerful one. With traditional media fragmenting, consumers expect brands and causes to connect with them in a meaningful way. To learn how to launch your owned media strategy, give us a call or drop us a line.