Why Your Brand Must Be In the “SuperFan” Business
“Just go toss a webpage out there,” is not a marketing strategy.
A customer should have a unified, consistent experience with a brand – any brand – across all platforms, and be enveloped by it.
“Owned Content” is the paradigm that the various media platforms should unite as one strategy told across several platforms, and when combined, becomes an emerging media tactic in and of itself. This includes platforms such as social media, the web, blogs, digital channels such as YouTube and Instagram, and any media platform a brand can control exclusively to tell their story.
Owned content isn’t about using blogs, web, and digital. It is about how you use blogs, web, and digital to convince customers of your brand’s value. Is the story consistent? Do the core values shine through clearly, but uniquely, in each medium. Are you “edutaining” – Educating and entertaining across all platforms?
As illustrated above, Owned Content sits as the emerging media strategy between Paid Media and Earned Media, or more importantly, as the place between “general public” and “super fans”. With the increasing buying power of millennials, and in turn, the outsized influence millennials place on recommendations and word-of-mouth, this decade’s marketers would be wise to see Owned Content as a “Super Fan Factory”.
This “universal experience” wins not only in the marketing department, but often in product development. Apple has long been recognized for a customer-centric, unified, seamless product design that keeps customers firmly within the ecosystem.
Owned content likely encompasses all of the platforms and emerging media we’ll discuss this term, and can include others. However, as times change, there are certain items that won’t be able to play in the owned content sandbox, such as paid social media campaigns and native advertising.