{"id":14848,"date":"2021-01-07T15:02:50","date_gmt":"2021-01-07T15:02:50","guid":{"rendered":"https:\/\/website.clientdemoweb.com\/oggadoon\/?p=14848"},"modified":"2021-01-07T15:02:50","modified_gmt":"2021-01-07T15:02:50","slug":"pandemic-prompts-increased-use-of-owned-media","status":"publish","type":"post","link":"https:\/\/website.clientdemoweb.com\/oggadoon\/pandemic-prompts-increased-use-of-owned-media\/","title":{"rendered":"Pandemic prompts increased use of \u201cowned media\u201d"},"content":{"rendered":"<div id=\"ez-toc-container\" class=\"ez-toc-v2_0_43 counter-hierarchy ez-toc-counter ez-toc-grey ez-toc-container-direction\">\n<div class=\"ez-toc-title-container\">\n<p class=\"ez-toc-title\">Contents<\/p>\n<span class=\"ez-toc-title-toggle\"><a href=\"#\" class=\"ez-toc-pull-right ez-toc-btn ez-toc-btn-xs ez-toc-btn-default ez-toc-toggle\" area-label=\"ez-toc-toggle-icon-1\"><label for=\"item-6a21a770e0b13\" aria-label=\"Table of Content\"><span style=\"display: flex;align-items: center;width: 35px;height: 30px;justify-content: center;direction:ltr;\"><svg style=\"fill: #4ab5af;color:#4ab5af\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" class=\"list-377408\" width=\"20px\" height=\"20px\" viewBox=\"0 0 24 24\" fill=\"none\"><path d=\"M6 6H4v2h2V6zm14 0H8v2h12V6zM4 11h2v2H4v-2zm16 0H8v2h12v-2zM4 16h2v2H4v-2zm16 0H8v2h12v-2z\" fill=\"currentColor\"><\/path><\/svg><svg style=\"fill: #4ab5af;color:#4ab5af\" class=\"arrow-unsorted-368013\" xmlns=\"http:\/\/www.w3.org\/2000\/svg\" width=\"10px\" height=\"10px\" viewBox=\"0 0 24 24\" version=\"1.2\" baseProfile=\"tiny\"><path d=\"M18.2 9.3l-6.2-6.3-6.2 6.3c-.2.2-.3.4-.3.7s.1.5.3.7c.2.2.4.3.7.3h11c.3 0 .5-.1.7-.3.2-.2.3-.5.3-.7s-.1-.5-.3-.7zM5.8 14.7l6.2 6.3 6.2-6.3c.2-.2.3-.5.3-.7s-.1-.5-.3-.7c-.2-.2-.4-.3-.7-.3h-11c-.3 0-.5.1-.7.3-.2.2-.3.5-.3.7s.1.5.3.7z\"\/><\/svg><\/span><\/label><input  type=\"checkbox\" id=\"item-6a21a770e0b13\"><\/a><\/span><\/div>\n<nav><ul class='ez-toc-list ez-toc-list-level-1 ' ><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-1\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/pandemic-prompts-increased-use-of-owned-media\/#Research_highlights_marketing_evolution_in_wake_of_COVID-19\" title=\"Research highlights marketing evolution in wake of COVID-19\">Research highlights marketing evolution in wake of COVID-19<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-2\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/pandemic-prompts-increased-use-of-owned-media\/#Rapidly_changing_media_landscape\" title=\"Rapidly changing media landscape\">Rapidly changing media landscape<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-3\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/pandemic-prompts-increased-use-of-owned-media\/#Huge_growth_of_owned_media\" title=\"Huge growth of \u201cowned media\u201d\">Huge growth of \u201cowned media\u201d<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-4\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/pandemic-prompts-increased-use-of-owned-media\/#Create_quality_content_for_your_marketing_channels\" title=\"Create quality content for your marketing channels\">Create quality content for your marketing channels<\/a><\/li><li class='ez-toc-page-1 ez-toc-heading-level-2'><a class=\"ez-toc-link ez-toc-heading-5\" href=\"https:\/\/website.clientdemoweb.com\/oggadoon\/pandemic-prompts-increased-use-of-owned-media\/#Top_tips_to_get_you_going\" title=\"Top tips to get you going\">Top tips to get you going<\/a><\/li><\/ul><\/nav><\/div>\n<h2><span class=\"ez-toc-section\" id=\"Research_highlights_marketing_evolution_in_wake_of_COVID-19\"><\/span><strong>Research highlights marketing evolution in wake of COVID-19<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>There can\u2019t be many aspects of business that have not been severely impacted by the COVID-19 pandemic.<\/p>\n<p>From HR to facilities management, online security to procurement, every department and individual employee has had to adapt their working processes because of the virus.<\/p>\n<p>PR and marketing haven\u2019t escaped either, with the disease forcing both in-house and agency practitioners to adopt new practices and skills at an accelerated rate.<\/p>\n<p>People get set in their ways, even in the world of PR and marketing which is usually quick to adopt new techniques and technology.<\/p>\n<p>Even so, the speed with which the marketing sector has had to change and adapt to the \u201cnew normal\u201d is daunting to many.<\/p>\n<p>To others though, it presents a huge opportunity to steal a march and gain a valuable advantage over the competition.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Rapidly_changing_media_landscape\"><\/span><strong>Rapidly changing media landscape<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>During 2020, as the pandemic swept through the world disrupting traditional ways of working, the CIPR (Chartered Institute of Public Relations) and PRCA (Public Relations and Communications Association) kept in close contact with their members in an attempt to understand just how hard the sector was being hit, gauge how PR practitioners were adapting and overall consumer media consumption.<\/p>\n<p>What they have found using this data is that the media landscape is changing rapidly.<\/p>\n<p>The clearest and most obvious impact of the pandemic can be seen within what we could very broadly call the \u201ctraditional\u201d media. It is no secret that the print media in particular has already been in severe decline for at least a decade, and COVID only made things worse.<\/p>\n<p>If you have followed what has been happening in newsrooms up and down the country for the last few years you will know that editorial teams have been slashed as part of cost cutting exercises, with just a handful of hardworking journalists left to do the jobs of two or three people.<\/p>\n<p>COVID has only made this worse, with many more journalists being either furloughed or cut from the workforce altogether, and this has happened across the board, from your local and regional news group to the nationals.<\/p>\n<p>This makes it even harder for PR teams to achieve traditional media results, as journalists are busier and more stressed than ever and, let\u2019s face it, COVID is often the only story in town.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Huge_growth_of_owned_media\"><\/span><strong>Huge growth of \u201cowned media\u201d<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Before we get too despondent let\u2019s look towards the other end of the COVID spectrum, at a channel that the CIPR and PRCA has said is seeing huge growth in recent months, which is the \u201cowned media\u201d space.<\/p>\n<p>Let\u2019s just define what \u201cowned media\u201d actually means. According to marketing software firm Campaign Monitor \u201cowned media is any online property owned and controlled by a brand, such as a blog, website or social media channels. The more owned media channels a business has, the larger their digital footprint, which means more potential reach to customers and followers.\u201d<\/p>\n<p>A good way to think about this is that you as the brand owner become the publisher of your own content. You control what goes through your channels, whether that\u2019s a part of your website, a digital marketing campaign or through social media. Types of content can be anything from news announcements, blogs, video testimonials, interviews, case studies, infographics or even memes!<\/p>\n<p>The point is that you are communicating directly to your stakeholders, such as colleagues, customers, potential clients, investors and so on.<\/p>\n<p>As we head into 2021, all the signs point to more and more organisations investing in \u201cowned media\u201d, so how can this be properly leveraged to create a market advantage?<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Create_quality_content_for_your_marketing_channels\"><\/span><strong>Create quality content for your marketing channels<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Let\u2019s look again at that definition of what owned media is. In brief, it is any content that is owned, created and distributed by you, and that you have complete control over, including:<\/p>\n<ul>\n<li>website \u2013 pages published about your organisation, its products &amp; services, vision and news announcements<\/li>\n<li>Evergreen content \u2013 delivered as blog posts, videos, White Papers or even podcasts<\/li>\n<li>Digital marketing such as e-newsletters<\/li>\n<li>Case studies \u2013 showing how your brand has benefited another organisation.<\/li>\n<\/ul>\n<p>Using owned media you have the opportunity to present your brand as you want it to be seen. Every element, from tone of voice to design layout, is under your complete control.<\/p>\n<p>But, just as in every other part of your business, quality is of paramount importance. Poor content, such as a badly written blog, photo of the back of someone\u2019s head or self-aggrandising press release about nothing in particular, won\u2019t work. For a start it won\u2019t grab people\u2019s attention and keep them engaged, plus it has no chance of being shared online.<\/p>\n<p>Pay attention to detail and invest in creating high quality content, and not only will you find you gain lots more attention online, including increasing visitors to your website, but the traditional media could also come knocking and asking to share your news and insights with their own audiences.<\/p>\n<h2><span class=\"ez-toc-section\" id=\"Top_tips_to_get_you_going\"><\/span><strong>Top tips to get you going<\/strong><span class=\"ez-toc-section-end\"><\/span><\/h2>\n<p>Here are some simple tips for creating quality content which can be used across your owned media channels:<\/p>\n<ul>\n<li>Start a calendar \u2013 there will be events and awareness days taking place throughout the year which will have some connection to your organisation or to you personally. In addition, what key dates specifically for your organisation might be happening in the coming 12 months? Is there a contract renewal on the horizon? Maybe a corporate milestone such as marking 10 years in business? Map all of these out together with the content type and channel which would work best.<\/li>\n<\/ul>\n<ul>\n<li>Be efficient \u2013 that means recycling rather than keep creating new content. For example, if you wrote a social media post celebrating Global Entrepreneurs Week could this be repurposed as a blog highlighting how entrepreneurs can help the economy to recover? Could a case study be chopped up and used as testimonials?<\/li>\n<\/ul>\n<ul>\n<li>Use more \u201cevergreen\u201d content \u2013 basically anything that doesn\u2019t have a \u201cuse by\u201d date. Research topics related to your industry that you can turn into lists, or provide some \u201ctop tips\u201d blogs drawing on your own expertise. Combined with the recycling process above, this should provide you with ongoing content across multiple channels for months and even years to come.<\/li>\n<\/ul>\n<ul>\n<li>Thought leadership content \u2013 sometimes called \u201chero\u201d content, this is anything that positions you as a true leader within your industry. Data reports, trend analysis, downloadable guides, White Papers and ebooks are just some of the content types that will allow you to do this.<\/li>\n<\/ul>\n<ul>\n<li>Know your audience \u2013 who is this content for? Why will they care? What will it help them achieve? Does it add value? What do your own analytics tell you about what pages and content types are performing best? The answers to these will help you start planning your content strategy and ensure it creates engagement and is shared.<\/li>\n<\/ul>\n<p>The traditional media isn\u2019t going to suddenly disappear, in fact crises like COVID-19 have driven up news consumption. But the pandemic has created the ideal conditions for brands to exploit the opportunities presented by their owned media, and this trend is set to continue.<\/p>\n<p><em>If you would like a discussion about how OggaDoon can help you to drive visibility of, and engagement with, your organisation through traditional and owned media channels call us today.<\/em><\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n<p>&nbsp;<\/p>\n","protected":false},"excerpt":{"rendered":"<p>The pandemic has created the ideal conditions for brands to exploit the opportunities presented by their owned media, and this trend is set to continue.<\/p>\n","protected":false},"author":1,"featured_media":14849,"comment_status":"open","ping_status":"open","sticky":false,"template":"","format":"standard","meta":{"footnotes":""},"categories":[7],"tags":[151,58,174,30],"class_list":["post-14848","post","type-post","status-publish","format-standard","has-post-thumbnail","hentry","category-blog","tag-blog","tag-brand-marketing","tag-media","tag-social-media"],"yoast_head":"<!-- This site is optimized with the Yoast SEO plugin v19.14 - https:\/\/yoast.com\/wordpress\/plugins\/seo\/ -->\n<title>The rise of &quot;Owned Media&quot; prompted by the pandemic | OggaDoon<\/title>\n<meta name=\"description\" content=\"The pandemic has created the ideal conditions for brands to exploit the opportunities presented by their owned media.\" \/>\n<meta name=\"robots\" content=\"index, follow, max-snippet:-1, max-image-preview:large, max-video-preview:-1\" \/>\n<link rel=\"canonical\" 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