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Owned Content


What is owned content?

Owned content refers to digital assets and media fully owned and controlled by a business or individual. It includes various forms of content, such as website pages, blog posts, articles, videos, infographics, podcasts, and social media profiles. Owned content is distinct from earned or paid content, as it is created and published directly by the brand or individual without relying on external platforms or media channels.

What are the benefits of owned content?

Brand Control and Flexibility: One of the primary benefits of owned content is the level of control and flexibility it provides to businesses. By owning the platforms and channels where the content is published, businesses have complete control over the branding, messaging, design, and user experience. This enables them to align the content with their brand strategy, values, and objectives.

Long-term Asset: Owned content is a long-term asset for businesses. Unlike paid advertising, it generates value over time. Well-optimized content can attract organic traffic, engage audiences, and contribute to the brand’s visibility, reputation, and authority. It can serve as a foundation for ongoing marketing efforts and customer engagement.

Audience Engagement and Relationship Building: Owned content allows businesses to engage directly with their target audience. Businesses can attract, educate, and entertain their audience by consistently creating valuable and relevant content. This engagement helps build trust, credibility, and loyalty over time, fostering a deeper relationship with customers and prospects.

Cost Efficiency: Creating and distributing owned content is generally more cost-efficient than paid advertising or traditional marketing methods. While there may be upfront investments in content creation, once published, the content can continue to generate value without additional costs. As businesses build their content library, they can leverage existing content and repurpose it across different channels, maximizing their return on investment.

Search Engine Visibility and SEO: Owned content is vital in improving a brand’s visibility in search engine results. Higher visibility in search engines leads to increased website traffic, brand exposure, and potential customer acquisition. Businesses can increase their organic search rankings by optimizing the content for relevant keywords, providing valuable information, and following best practices in search engine optimization (SEO).

How does ActiveCampaign and owned content work together?

ActiveCampaign offers powerful features that can enhance the effectiveness of owned content strategies. By utilizing ActiveCampaign’s CRM and marketing automation capabilities, businesses can personalize their owned content and deliver it to the right audience at the right time. The platform’s segmentation and tagging features allow businesses to categorize their contacts based on interests, behaviors, or demographics, enabling targeted content distribution.

Furthermore, ActiveCampaign’s email marketing tools enable businesses to engage their audience through email newsletters, updates, and targeted email campaigns. By integrating owned content into their email marketing strategy, businesses can drive traffic to their website, nurture leads, and encourage conversions. ActiveCampaign’s analytics and reporting features provide valuable insights into the performance of owned content, helping businesses refine their content strategies and optimize their marketing efforts.

Owned content is valuable for businesses, providing brand control, long-term value, audience engagement, and cost efficiency. By leveraging ActiveCampaign’s CRM and marketing automation capabilities, businesses can enhance their owned content strategies, personalize content delivery, and achieve better results in audience engagement, lead generation, and customer conversion. Combining owned content with ActiveCampaign’s powerful features allows businesses to build a strong online presence, establish thought leadership, and drive business growth.

Also known as:

  • Branded Content
  • Owned Media

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