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Webinar Recap: How Owned Media Can Drive Strategic Communications & Brand Growth

Thursday, October 25, 2018 - 11:45
Webinar Recap: How Owned Media Can Drive Strategic Communications & Brand Growth

Your owned digital media properties―your company website and blog―are your stage for producing and delivering relevant content to your audiences. Using videos, case studies, infographics, ebooks, thought leadership posts, etc., you can direct your messaging and tell your story your way. Through these owned channels, you can promote social sharing and content amplification, increase customer engagement, and attract priceless earned media. 

During our webinar, How Owned Media Can Drive Strategic Communications & Brand Growth, expert guests discussed how communications professionals can create and curate engaging content, maximize owned media channels, and uncover opportunities for earned media.

Our expert panel included Deirdre Breakenridge, CEO of Pure Performance Communications; Mark Zohar, Chief Product & Strategy Officer of ScribbleLive; Jeff Stacey, SVP, PR Product Management of West Digital Media Solutions; and Ben Chodor, President of West Digital Media Solutions.

To learn more, watch the webinar on demand.

Using digital polling, we learned how various businesses use their owned media, share content, stream events, and more. Let’s take a deeper dive into some of the key takeaways.

What is Owned Media?

Primarily, it’s the content and channels you control: your website, blog, customer portals, podcasts, customer emails―it’s your voice. Owned media is how you share and communicate the story of your brand. This is why all owned media must have value and meaning.

Why is Owned Media So Important?

It’s the storytelling. Owned media is your organization’s opportunity to connect with your audience through content. Owned media is how a company can prove its value to clients.

What Kind of Content Do Clients Want?

Proving value isn’t limited to one type of media. Variety is important; almost as important as knowing what kind of content your customers want. After all, meeting client needs through your content is a big part of the goal.

Types of content clients are clamoring for include:

  • Case studies―43 per cent of webinar viewers polled said that case studies are their preferred type of content. Why? Because for potential clients, case studies are tangible proof that what you offer works. They want to see how comparable businesses and clientele have been helped by your organization. Case studies demonstrate how you work for other companies.
  • Webcasts―clients particularly enjoy webcasts for professional development. Webcasts and webinars also provide you with an excellent platform for product demonstration because you can focus on how your products solve the problems your clients face.
  • Video—because it’s interactive storytelling. While video consistently ranks at the top when it comes to preferred content, 63 per cent of our viewers say it’s the content they struggle most to create.

Influencers–Who Are They and How Do They Help?

One of the best practices for optimizing your media channels and owned media is to ensure you pick the right influencers. Influencer marketing relies on you understanding your audience, their needs, and who they’re paying attention to. An influencer marketing platform can help you identify relevant influencers for your business, and once you know who’s influencing your target audience you need to:

  • Spend time building a relationship with the influencers you’ve identified.
  • Learn what each influencer likes to do. Every influencer is different and that means their audience makeup will vary.

Picking the right influencers allows you to tap into their audience, which in turn allows your brand to reach more people.

Live Streaming–Everyone’s Doing It

We asked our webinar viewers and panelists whether most organizations were live streaming events, and while our panelists were on the fence as to how many organizations are at that point, they did agree that:

  • Most organizations are live streaming and webcasting in limited ways that are mainly internal—and because of this it’s difficult to determine how well streaming works when it comes to owned media.
  • Larger companies are seeing the benefits of live streaming major events—particularly they’re seeing how it positively impacts branding.
  • While many organizations are actively working to incorporate live streaming, they remain, for the most part in the research phase.
  • One common issue organizations face with live streaming? Getting people comfortable on camera.

Free vs. Paid Streaming Platforms

As live streaming becomes a bigger part of marketing and sharing owned media, what platform you use―free or paid―depends on two factors:

  1. Type of business—large organizations are more inclined to use paid platforms, while smaller companies, bloggers, and new businesses are using free platforms.
  2. Where your audience lives―you need to be where your audience wants you to be. Remember each platform has different ways of interacting through live streaming, and this will affect your discoverability. It’s also vital to remember various social media platforms come with generational differences (ex. YouTube vs. Facebook).

Building a Fully Maximized Content Strategy

To build brand growth and drive communication while providing the best in content requires developing a fully maximized content strategy. Building a well-rounded, targeted approach takes time, organization, and an in-depth understanding of your target audience and their unique needs. Once you identify what your audience needs you can create content and media that foster effective communication, builds brand awareness and provides your clients with the best in thought leadership.


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