With the diversity of information dissemination
in the background of the Internet society, there are notable cases where
companies launch their own "Owned media".
It can be said that the modern internet world is
becoming the mainstream of content marketing activities, where information
content related to a company's products and services is created and
disseminated from door to door.
However, "owned media" and "content
marketing" are often confused.
This article will explain the difference and
relationship between owned media and content marketing.
Content marketing is a marketing strategy that
aims to expand company recognition and create purchase intent by publishing
content that primarily concerns or interests potential customers.
Owned media is one method of implementing content
marketing. But since it is often the primary means of content distribution,
many people think of the two as the same.
However, in reality, content marketing is the
delivery of content to potential customers using media other than owned media
such as social media and web advertising.
Owned means "to own", and owned media
refers to all media owned by the company, such as blog media, corporate sites,
e-mail magazines, various sales materials, and knowledge books.
However, in digital marketing, it is common to
define owned media as blog media.
Owned media are media owned by companies, so they
are characterized as easy to control. As a result, content marketing takes
center stage, leading to the misconception that content marketing = owned
content marketing and owned media are important
Content marketing and owned media are becoming
increasingly important to corporate activity, and for a reason.
As communication speeds became faster and more
stable. Smartphones became more popular, and the Internet spread rapidly among
people. Now that anyone can choose the information they want, more and more
people dislike outside sales and PR methods such as walk-in sales, telephone
sales, and FAXDM.
Due to the change in people's information
gathering process, content marketing has become a marketing strategy that is
suitable for the current era, "what potential customers want at that
time", "what they care about" and "content"
appropriate media. It begins to attract attention.
Due to the Corona disaster, the way people
collect information has become more online. It is believed that even after the
epidemic's end, people's lifestyles will not return to how they were before the
corona crisis. If you don't engage in content marketing to provide your
prospects with the information they need online, you won't even be able to get
them to know about your product or service.
Owned media is an effective way to effectively
implement content marketing, which is now essential as a marketing strategy.
What is the difference between owned media and
Let's first look at the characteristics of owned
media and content marketing.
Above, we will explain the difference and
relationship between the two and the benefits of both.
of owned media
Owned media is a general term for media owned by
In a broad sense, it includes digital media such
as SNS and blogs and paper media such as pamphlets. It usually refers to a
website operated separately from a company's official website.
The purpose of owned media is also different from
corporate sites that focus on corporate information. In most cases, the main
focus is to attract customers and build relationships with users. Thus, they
tend to manage information about their own products and services.
There are two main types of media:
Paid media: Media that distributes information
at a cost such as TV commercials and listing advertisements.
Earned Media: Media that generate information
and content based on users such as word of mouth sites and SNS.
The advantage of owned media is that it
compensates for the "limited information volume and posting duration and
one-way communication" of paid media. Also, the media is "easier to
trust because of posts by experienced people".
In other words, the biggest feature of owned
media is that it can "interact with users and consistently deliver highly
of content marketing
Content marketing is a marketing method that
delivers content to potential customers, piques their interest, and ultimately
leads to a purchase.
If anything, it is used for a medium to long-term
gain, not a temporary one. For example, consider a user who is new to camping.
If you search the web for "camping spots
that even beginners can enjoy," you'll find sites and blogs run by
outdoor-related companies. What's more, the site not only contains spot
information but also various information such as equipment, fashion, and
introduction to nearby facilities.
If the information on the site is useful for
users new to camping, it will create a favorable feeling and affinity for the
site management company. Additionally, if you are a fan, you can say that it is
a marketing method chosen by users that increases the likelihood of them
continuing to purchase products and services.
between owned media and content marketing
So far, we have explained owned media and content
marketing separately, but most of them are often explained together with
The reason is that owned media is part of content
marketing. In other words, it is a strategic option. In other words, content
marketing can be described as "plan" and "strategy", while
owned media can be described as "methods and means" and
In the first place, content marketing platforms
don't care about transmitting the information. Owned media, on the other hand,
is characterized by the dissemination of information through websites.
Also, from an objective perspective, content
marketing aims to provoke a series of purchasing behaviors such as
"providing users with the information they need and ultimately leading to
a purchase". On the other hand, the main purpose of owned media is to use
content to attract customers and build (nurture) relationships with users.
It is important to plan for owned media and
content marketing as a close relationship with SEO. If you have any concerns
about content creation, please feel free to contact us.
of choosing owned media for content marketing
Earned media such as SNS are also an option for
On SNS, content can be distributed with almost no
platform costs, not to mention advertising costs (it costs money to create your
The Role of Owned Media and Content Marketing
Now that we've established that owned media is an
option for content marketing, let's see what role it plays next.
The common theme of both is "approach to
prospective customers" and "branding".
Approach prospective customers (lead nurturing)
What users are looking for in owned media is
"Efficiency + Ease of Understanding + Fun" among many media.
Some users may feel that the information on the
Internet is shallow and insufficient. As a company, we specialize in managing
our own products and services, so our strength lies in conveying information
from an expert perspective.
For example, providing only in-depth information
related to products and services, such as development secrets, the company's
unknown disadvantages, and unexpected product usage patterns, can be an
opportunity to change users' interest and awareness.
In building relationships with users, existing
customers can be expected to be excellent customers (sales contribution,
information dissemination, etc.). Connecting with new customers and prospects
in an effective way is easy, which becomes more difficult as the sales process
progresses over the years.
Brand your company (branding)
Owned media are good at branding because they can
control and select the information content themselves.
It is possible to reflect the philosophy and
thinking of the company in the content. In addition to gaining empathy and
feedback from users, you can establish a corporate image by creating a site
design with a sense of unity.
Also, if you continue to provide information that
meets users' needs through owned media, your company should have a strong brand
image, "This website provides information on XX."
In particular, in the "Lifestyle, Beauty and
Health" category, owned media that offer lifestyle content with useful
information are showing their strength.
media is “part of content marketing”
In this article, we have explained the
differences and relationships between owned media and content marketing, which
are often confused due to their similar nature.
To recap, "owned media is part of content
marketing". From a medium to long-term perspective, it is important to
position owned media firmly in content marketing.
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