Your Owned Media Strategy to Modern Content Marketing Trends

Introduction:

In today’s rapidly changing digital landscape, the evolution of your owned media strategy is more crucial than ever. Recent discussions highlight the necessity of moving beyond traditional website-centric approaches. With the decline in search traffic due to AI-driven answers and zero-click searches, coupled with personalized social media feeds, it’s essential to broaden your content distribution. This shift means adapting your owned media strategy—encompassing your website, blog, and email newsletters—to better engage with your audience across diverse platforms.

Embracing Content Distribution Beyond Your Website“

Recent discussions highlight a crucial shift in content marketing: moving beyond your website. With declining search traffic and the rise of AI-driven responses and personalized social media feeds, it’s essential to distribute your content across various platforms where your audience engages. This shift requires a fundamental change in how you approach your owned media, including your website, blog, and email newsletters.

Adapting to New Content Strategies

1. Create Zero-Click Content
   Simply posting a headline with a link is no longer effective. Instead, offer valuable insights directly on social platforms, emails, or other channels, encouraging users to visit your website for further actions such as subscribing or purchasing. Amanda Natividad of SparkToro provides a thorough explanation of this approach.
2. Tailor Strategies for Each Platform
   Known as a “social-first” or “social-out” strategy, this involves crafting unique content plans for each platform rather than using them solely to promote your owned media. Develop separate strategies for social channels (Reddit, Facebook, LinkedIn) and other engagement platforms (YouTube, Amazon, content syndication). Use insights from these interactions to refine your overall marketing approach.
3. Protect Your Proprietary Content
   Creating digital scarcity is challenging. Consider placing content behind a subscription wall to create an exclusive feel and block search engines from indexing it. For instance, Reddit has limited search engine access, allowing only Google to index its content under a special deal.

Implications for Owned Media

Does focusing beyond the website mean that owned media is becoming obsolete? Not necessarily. However, it does require a shift in how you approach content. Instead of just presenting facts, you must engage and resonate emotionally with your audience.

The Limitations of Facts

I recently consulted with a tech client whose digital content platform, intended to provide factual information about their technology, was struggling with declining traffic. Five years ago, they created a digital library to address every technical question, believing facts alone would retain customers. Today, their platform’s traffic is diminishing.

Facts alone rarely persuade. In today’s world of abundant data and AI-driven content, facts are often seen as commodities. People are more influenced by beliefs and emotional connections. For example, a study found that many people believe AI tools like ChatGPT possess some form of consciousness.

Understanding Audience Intent

To create compelling content, you must understand your audience’s intent. This involves:

1. Organizing Data
   Develop a system to interpret and respond to customer interactions effectively. Use metadata and content tagging to track behavioral intent, which can be enhanced with generative AI solutions.
2. Developing ‘Best Next’ Content
   Based on intent signals, provide the most relevant content next. For instance, if a user reads an introductory article, guide them to more advanced resources. This approach helps deliver personalized content experiences.
3. Connecting Experiences
   Aggregate data to connect content across various touchpoints, creating a cohesive view of the customer journey. This may involve integrating multiple technologies to understand and address customer needs effectively.

The Power of Storytelling

Data can help you engage your audience, but compelling content must weave facts into narratives that appeal to emotions. Often, brands that inspire and connect emotionally with their audience will be preferred over those that simply provide detailed information.

Next Steps

In my next column, I will explore how to leverage external platforms to share your perspective and engage with your audience. Meanwhile, refine your owned media strategy to foster belief and emotional connection in your content.

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