In a world where so much is out of our control, this is something you do have a say in. You can promote your brand in a very personal way by showcasing your values and what your business does with your own personal twist. Owned media is all of the content you created yourself.
When deciding to post your own content to the platform of your choice, always consider the following:
- What am I going to talk about?
- What do I want people to see?
- What type of message do I want to convey to my audience?
You can incorporate these things in a fun and exciting way because nobody knows your business like you do. Be bold and creative. This option is:
- cost effective,
- flexible and
- it has longevity as you build your brand stronger with each post.
Owned media creates trust and legitimacy in the market; this can act as the main platform for communicating what your business is, sells or does.
The challenge, however, is that it takes time to drive audience engagement and build a positive reputation guaranteeing high levels if traffic to your website, blog, or other digital assets.
A way to overcome this and present yourself as a subject matter expert in your industry is to share relevant third-party content. Use either the 5:3:2 rule or the 4:1:1 to find the perfect balance.
5:3:2 Rule
For every 10 social updates, 5 should be content from others, 3 should be content form you and 2 should be personal status updates.
4:1:1 Rule
Post 4 pieces of original, relevant content from others, 1 repost and 1 self-serving post.
New or original content is not necessarily freshly published, but it is content that you have found on other people’s sites or blogs, that you think would be interesting and relevant to your audience. It is content that is new because you are adding it to the social media conversation.
Keep in mind that content created and curated by you is unique to yourself and your target audience. This is something you have in common and creates the opportunity to build relationship. Your target audience perceive you as someone that adds value, not only by the product or service you provide but also by sharing the content that they find useful.
If you think about it, in some way or another, you are someone’s target audience. What brand or business have succeeded in winning your trust and can you incorporate what they did in your own business?