Owned media is dead? Long live owned media

The changes you should make now. [View Message in Browser]( / [Add Us to Safe Sender List]( WEEKLY NEWS 8.9.24 WEEKLY NEWS 8.9.24   FEATURED [How To Use Gen AI To Turn Old Content Into a New Work of Art]( By Lieu Pham Ready to put out a new album filled with remixes that will prompt your audience to groove? These step-by-step processes let you remix four types of albums using your original work, a generative AI assist, and some creativity. [Read more](  READ OR LISTEN TO MORE OF THE WEEK'S BEST STORIES: [How To Create User Stories That End Frustrating Conversations About Marketing]( by Dennis Shiao A CEO and a data scientist have a conversation about generative AI in marketing. Both parties leave frustrated. But the friction could have been avoided if they’d created user stories that got everybody on the same page. [So, Google's a Monopoly — Will Anything Change?]( by Content Marketing Institute Team Mainstream media coverage of the Google monopoly ruling might make you think the monster is dead. But is it really? Should marketers even care? [The New Facts About Your Owned Media Strategy]( by Robert Rose Some people say owned media strategies are dead. They’re wrong about that. But they’re right that just-the-facts content will no longer bring people to you. Your content experience has to lead people to care. Here’s how to do it. [How To Get Branded Content Right: Examples, Ideas, and Tips]( by Jodi Harris Branded content, typically produced with a media partner, delivers immersive, entertaining, and educational experiences that bridge the gap between awareness and brand affinity. Learn how to do it well from these examples.  A NOTE FROM ROBERT ROSE Owned media is dead? Long live owned media I’ve seen several articles and social media posts recently about why modern content marketing needs a “beyond the website” strategy. Here’s the gist of these arguments: With the decade-long slide in search traffic (made worse by AI-powered answers and zero-click search features) and the “for you” trend in social media feeds, you should now distribute your content in as many places as your target audience spends time. The implications of this kind of approach are too many to cover here, but some implied best practices include: - Create zero-click content. Posting a provocative headline and image with a link to read the whole article no longer works. So, this approach entails offering valuable insights directly on whatever social platform, email, or other channels and including call-outs to visit your website (to subscribe, buy, donate, etc.). Amanda Natividad, SparkToro’s marketing lead, [explains this approach thoroughly](. - Craft specific approaches for each “walled garden.” Some talk about this as a “[social-first strategy]( or even a “social-out strategy.” This approach involves designing a distinct content plan for each channel rather than using those networks to promote your owned media property (website, blog, e-commerce site, etc.). You’d need a separate strategy for each social platform your audience uses (Reddit, Facebook, LinkedIn, etc.) and other platforms where they engage (YouTube, retail media networks like Amazon and Walmart, and content syndication platforms). Then, you’d use the insights from those interactions to inform the rest of your marketing strategy. - Protect your proprietary content (even from search). Creating digital scarcity is hard. Suggested best practices include placing content behind a subscription wall (creating an exclusive “members only” feeling) and preventing search engines from getting it. (Note that Reddit has blocked all search engines except for Google, with which it struck a [$60 million deal]( to allow indexing.) These new so-called best practices depend on rented land (channels outside your control). And all these approaches have implications for your owned media approach. So, does a “beyond the website” approach mean “owned media” is a dying strategy? I say no. But these trends fundamentally change what kind of content you should focus on for owned media. You have to offer more than simple facts or answers to frequently asked questions. Last week, I spoke to a tech client whose team wanted to revitalize a dying digital content experience. They felt frustrated. Five years ago, with help from a couple of ad agency consultants, they came up with the idea to launch a digital platform to provide easy access to facts about their technology. All they needed, they thought, was to set up a digital library that could answer every technical question their clients might have. They’d let the facts speak for themselves and win the customer retention battle. Today, the platform’s organic traffic is slowly disintegrating. You see, facts rarely speak for themselves (they’re bashful that way). And they almost never win an argument. But now, more than ever, facts have become commodities. Facts don’t win. Beliefs win. You can lament that fact — but it doesn’t stop it from being true. So, in 2024, you can’t base your owned media strategy on “just the facts.” You must make people care — and quickly. But how? I offer some ideas in this week’s [Rose-Colored Glasses](. I’d love to hear which elements of your content strategy you’re wrestling with. [Drop me an email](mailto:robert@contentadvisory.net?subject=Beyond%20the%20website%20strategies&elqTrackId=6B732ACE505B6E22DF878F2B8CA976CB). Remember, it’s your story. Tell it well. Robert Rose Chief Strategy Advisor Content Marketing Institute Robert Rose Chief Strategy Advisor Content Marketing Institute Would any of your colleagues or friends benefit from Robert's weekly updates? Please invite them to [subscribe]( here.  A WORD FROM OUR SPONSORS AI That Actually Knows Your Brand Voice Transform your content into high-performing copy, resonating with your audience and driving conversions effortlessly. Experience smarter, data-driven marketing today with Anyword. [Start for free »](  [Discover 10 Essential Tips for Data-Driven Content Marketing]( Campaigns Made From Visuals on the Internet in 5 Steps Learn how to create impactful campaigns with internet-sourced content using this five-step guide that’s perfect for marketers looking to enhance their digital strategy. [Boost your campaigns – Download now! »](  MORE FROM CMI Content Marketing Awards 2024: Drumroll, please... CMI is thrilled to announce the category finalists and winners of the 2024 Content Marketing Awards! Our esteemed panel of judges spent countless hours reviewing and analyzing entries that showcase the epitome of what content marketing can achieve. And stay tuned — finalists and winners for Project of the Year, Agencies of the Year, Content Marketers of the Year, and Branded Campaigns of the Year will be revealed in September. Join us to celebrate with the winners at Content Marketing World this October 21-23 in San Diego. [See the winners and finalists »](  Next Wednesday: 10 Tips for Creating Webinar Content that Drives Engagement Great webinars require great content. Whether in the form of compelling presentations or just great conversations, keeping your audience’s attention today means telling compelling stories and delivering engaging and interactive experiences. Join us Wednesday, August 14, at 2 p.m. ET, as we discuss 10 best practices you can start using today to deliver webinars that connect and convert. Register for free to attend live or watch on demand. [Register now »](  Was this email forwarded to you? Please [subscribe here.]( To change your email preferences or unsubscribe, visit our [preference center.]( Copyright © 2024 Informa Connect, All rights reserved Content Marketing Institute, an Informa Connect brand 605 3rd Ave | New York | NY 10158 [Terms of Service]( | [Privacy Statement]( [informa tech]