With today's accessibility to social media, many companies are using native advertising in the form of suggesting Facebook posts or promoting tweets that link to online publications that advertise their services. Often, the content of these publications doesn't come directly from the company itself.
Owned content is a growing trend that promotes the use of original videos, blog content, a functional and responsive website, and active social media channels to extend your business reach. The content can really come in any form as long as it is original and authentic to you.
Recently, Twitter and Google announced a marketing partnership designed to reward businesses for advertising with original content. As Google searches remain the primary driver of traffic for most websites, the partnership will highlight how social media strategies can be used in tandem with search to achieve greater levels of content engagement.
For businesses, this means you'll be able to significantly expand the reach of your content, as popular tweets linking back to original, owned content will now show up directly in Google's search results. On the other side, this means that companies need to be even more aware of the content they post on Twitter, as an even larger audience will now have access to that content.
While this development is great news for real-time marketers, it also underscores the importance of companies creating unique content that doesn't piggyback on the heels of others. Here are a few reasons why you should invest in owned content:
You'll Retain Control of your Brand
When you have a say in the content creation side of your marketing effort, you'll have more freedom to tailor your brand to your company's unique goals and preferences. This will also increase your ability to eventually expand your business' online presence as you grow.
Embarking on the quest to write and channel your own content is actually considerably more cost-effective than many other forms of advertising. If your schedule's too busy to write the actual content yourself, you can always hire a reputable copywriter to create content for you at a reasonable price.
You'll Be Able to Cater to your Niche
You should have the best idea of the markets you're trying to serve, how the products or services you offer serve those markets, and how your online presence captures your market segment. Therefore, you have the greatest ability to cater your original content and social media accounts to attract your desired niche.
Although creating owned content may require more time and maintenance than traditional, native advertising, the benefits of having your own original content far outweigh the costs. Maintaining creative control of your brand, reducing advertising costs, and catering to niche markets are just a few of the advantages of investing in owned content this year.
For more specific advice on digital marketing and how to maximize your business' online presence, please give us a call at 1 403-456-0072 today or visit our website to learn more about our marketing services!