The ten main benefits of an owned media corporate journalism strategy
If you are a law firm or a business consultancy long gone are the days when you could engage in impersonal marketing and still achieve effective business outcomes.
Today, connecting at a personal level with your potential customers or clients is essential. This emotional connection breeds loyalty that in turn boosts business opportunities.
But how do you create and strengthen this connection?
Approaches include website articles, blog posts, sourced articles and social media posts. But it is not just about writing words, it is about telling a story that strikes the emotional aspect for your potential and existing customers and ensuring that all the assets – photography, illustrations, data, video and audio – support the information on the page or screen.
If you just write articles about how good your products are or how long you have been around, no one will be interested to learn more about your brand. You need to provide information about people and outcomes such as useful advice, how-to tips and latest developments; basically anything that provides value. And it should of course relate to your products and services and drive readers back to your website.
While change is difficult here are 10 benefits of community journalism that will result in positive business outcomes.
Identifying your audience
Often, brands and businesses make the mistake of not identifying and understanding their customers. To communicate your messages effectively, it is important to identify your audience. This way, the content created will be designed to achieve a particular outcome. Once you have identified and understood your audience, that knowledge will come in handy in other aspects of marketing and customer service.
Better social media strategy
Social media is an inherent part of 21stC marketing. By incorporating a effective corporate journalism marketing strategy you will take bigger steps in brand promotion on social media.
Increased inbound traffic
One of the best and most effective ways to increase the amount of traffic coming to your site is by creating content that naturally attracts people. This is called inbound marketing where visitors come to your site without being coerced (as is the case with banner ads). This type of traffic is considered to be better quality because conversion rates are higher.
Higher search engine ranking
When your content is good enough it will spread on social media and other news sites will link to it or publish it. This is the perfect recipe for a higher page ranking on Google. Effective SEO is simple – original, consistent stories placed on a mobile first site.
Increased brand exposure
As a business, you must continually grow your customer base by seeking to expose your brand beyond the current limits. This will bring in new leads and consequently new customers that guarantee sustained business growth.
Corporate journalism is an excellent way to create this exposure. The increased ranking and engagement on social media ensures that large numbers of people receive your message. Using short videos and images that tend to be viewed and shared more than textual content will increase engagement even more.
Establishes you as an authority in a specific field
When people are searching for information online, they want it from a site they can trust. This means that to increase your inbound traffic you must show yourself to be an expert and authority in your area of business. You can achieve this by producing valuable and relevant journalism – whether on your site, social media or on other sites. If Google perceives your site as a thought leader, your ranking will benefit immensely. In addition people are more likely to opt for your site over others.
More open communication with clients and customers
Sometimes it is really challenging to collect feedback from customers. Even if you use questionnaires and surveys to ask about their customer experience, they most probably won’t be very open. A better way to obtain feedback is to do it naturally by engaging customers through journalism.
Written words are more powerful than the spoken ones. Consistent, high quality owned media creates trust.
Though, at the beginning you may have to invest money and time into corporate journalism, gradually it will prove to be cheaper than other forms of marketing. Paid search engine marketing, sponsored ads on social media and banner ads all call for constant financial investment. With owned media you just need to continually produce the right content and spread it out.
It is timeless
Many digital marketing approaches have come and gone because of the ever changing nature of the internet. But high quality communication is one technique that will never cease to be effective. In fact, it can only get better.
It is as simple as identifying your measurable objectives, understanding your audience and creating owned media marketing methods that are in line with your business targets.