Owned Channels, also known as owned media or earned media, are websites, social networking profiles and blogs that as a company or business you operate. Owned channels give your business a chance to connect with people who are more likely to become customers, because they have chosen to engage with you due to their interest in what you offer. Advertising on owned channels, such as a company buying ad space on your Facebook page or website, can be done in a way that is non-intrusive and makes it easy for you to get people’s attention.
One of the most effective ways to connect with customers and potential customers on an owned channel is through high quality content that engages and informs the audience. Originating content on your own website or social networking profiles is advantageous because it provides you with a way to show off your expertise and share information that people are interested in reading. Another advantage of generating original content on your owned channels is retaining complete control over what you say and how you present yourself, which can be vital for public relations. You can shape the message in a way that is best for your business and you are free to change tactics or strategies at any time unlike paid media channels, where advertisers must constantly be in negotiation with third-party providers about what content they want to display and how it should be placed on their site.
Achieving success with your owned channels requires a multi-faceted approach and an understanding of the different types of content that will resonate with your audience. The first step is to ensure that you have a website or social media profile is optimized for search engine ranking so that people can easily find you when they are looking for information related to your industry. The next step is to generate original content that is interesting and informative, and includes calls to action so that you can encourage people to take the next step in their relationship with your business. Finally, it is important to actively promote your owned channels through other marketing channels such as paid advertising, social media marketing, and email marketing.
Operating your own channels can be a great way to connect with potential and existing customers. By creating original content that is high quality, engaging and informative, you can build up trust among your audience while also attracting new people who are interested in what you have to offer.
What is the purpose of Owned Channels?
The purpose of owned channels is to provide companies with direct access to their target audiences. They allow companies to communicate their message in an effective and efficient manner while also building relationships with customers.
How can Owned Channels be used for marketing?
Owned channels can be used for a variety of marketing activities such as content creation, advertising campaigns, customer engagement, lead generation, and more. Companies can use these channels to build brand awareness and loyalty while also driving sales.
Fun Fact:
According to the Content Marketing Institute, "90% of B2B marketers use owned channels such as websites and blogs for content marketing" (Content Marketing Institute, 2020).