Engaging communication across all channels – including your own.
Neglect your Owned Media at your peril
In order to raise brand awareness, Inbound PR campaigns need to engage with all communication channels available – including your own!
Owned media refers to any kind of communication channel or platform under your control – think your website, blog, social media accounts, video or newsletters.
When it comes to creating content for your Owned media channels, have you considered how your PR programme can support this media channel?
Tactics for Owned Media
The following tactics should all be used within a well-thought-out media engagement strategy.
Market Research
Create an authoritative, in-depth report on specific industry topics or issues to demonstrate your standing as a thought leader in your sector.
Social Media
Boost your owned content by promoting it across social media. Amplifying your content through social media can get you noticed by even bigger audiences
Blog Articles
Fill your website with engaging and interesting blogs to demonstrate your knowledge and keep your audience and prospects coming back.
Case Studies
Demonstrate previous client success to prove your business’ value to existing customers and grow your industry reputation as a provider of quality products and services.
eBooks
Inform, engage and entertain your audience with a well-researched eBook offering advice on an industry topic or highlighting your services.
The goal of Owned Media
The aim of using your Owned media channels is to drive interested visitors to your website, all the while abiding by and improving SEO best practice and search engine ranking. Ultimately however, you need to be providing valuable information so that your website visitors learn more about your business, your offerings and move from visitors into leads and are then nurtured further down the funnel.
The content produced for your Owned media channels can filter into your Earned and Paid media channels - creating consistency and generating greater value.
Where Earned media content is picked up and edited to fit a story or angle by a journalist or blogger, posting content through your Owned media channels allows you to publish 100% unmediated, unedited material.
This allows you to be more direct in your messaging, target specific buyer personas and pain points, and promote products and solutions in more detail than you can through Earned media.
Are you in control of your content?
Content is the backbone of an Inbound PR campaign – especially when considering your Owned media channels. Not just from an engagement level, but the frequency at which Owned media needs to be generated can soon overwhelm even the most enthusiastic of communications professional.
Managing an Owned media campaign without the know-how and support of a dedicated B2B content creation team is difficult, time-consuming and can result in an ineffective campaign.
The B2B content on your Owned media channels needs to be informative, interesting and engaging for the reader - your buyer - which is why at ITPR, we have built a dedicated team of content creators of the brightest minds and experienced writers. These include ex- and current journalists that have the breadth and depth of industry expertise needed to produce a successful Owned media campaign.
The ITPR team has built an extensive knowledge of B2B technologies over 20+ years as well as specialised expertise in a wide range of vertical markets.
To ensure the extensive knowledge of B2B technology remains at the highest quality, every piece of ITPR content created is overseen a dedicated Head of Content to ensure that message, tone of voice and branding is consistent with the original brief.
“Finding ITPR has been one of my best achievements! From the very beginning, I could tell that ITPR really cared about our success. Launching into the UK was a key part of our growth plans and getting it right was very important. ITPR has worked relentlessly to build awareness of our business and exceeded our expectations in terms of coverage so far".
Shingo Tsukamoto
Founder & President | Makip
“ITPR always goes the extra mile. They are proactive and always coming to us with creative ideas, opportunities and suggestions. We feel they really understand us and what we want to achieve and are right there with us helping us get there. We truly feel we are always at the forefront of their mind and appreciate all their support and strategic advice!”
Tracy Payne
Marketing Manager | iplicit
“ITPR is not just an agency to us, they are a part of our team and an integral one at that! Yes, they know what they are doing in terms of PR but it’s the people that truly make our partnership what it is. They have not only helped us grow our business into what it is today, through solely inbound marketing, largely down to ITPR’s strategic efforts in contributing to our brand awareness and getting the messaging spot on, but they have grown WITH us and have been there through the highs, and the lows - we are in it for the long run with ITPR for sure!”
Anthony Lamoureux
CEO | Velocity Smart Technology
“Working with you guys is easy. You always support us and look for additional opportunities and wins for our business - everything you do is strategically focussed and highly thought out to help our own marketing plans. Everything is always overachieved and delivered on time and so we really couldn’t expect any more!”
Sven Schumacher
Head of Global Marketing | Interprefy
“The UK is a key market for Sendcloud growth plans and it was really important that we built a presence there, fast. Working with ITPR has been a real pleasure and we’re delighted to have them as part of our long-term PR plans to amplify the great work that Sendcloud does for our customers.”
%20(1).webp?width=2000&height=2237&name=ITPR%20(1)%20(1).webp)
