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Building Brand Awareness Through Timely Content

Leveraging owned media channels gives businesses the opportunity to build brand awareness while earning a trusted position with their readers as a resource for information on industry trends.

Owned media channels include your website, blog, email marketing campaigns, and social media pages where you completely control the messaging. In the Paid, Earned, Shared, and Owned (PESO) media model strategy for public relations (PR), successfully managing your owned channels can create a competitive advantage for your business and differentiate you from the competition.

As the media landscape continues to shift due to changing media consumption, industry consolidation, and a dip in trust, traditional communication strategies need to be re-evaluated to keep pace. According to the eMarketer Global Media Intelligence Report 2020, print media is declining significantly with newspaper readership dropping nearly 10% and magazine penetration falling nearly 20%. This means that traditional earned and paid strategies may not be enough to make a lasting impact.

“With fewer media outlets, there are fewer opportunities for businesses to share their ideas while building a trusted relationship with their target audiences,” said William Berger, MSC, IMC, and founder of Harrison Communications Company. “One of the best ways for companies to share their knowledge and get the attention of the media is to begin to develop exclusive content that is showcased on your owned media channels and offer timely, informative and newsworthy insight into key trends and ideas confronting your target  audience. This not only builds your brand, it also increases the effectiveness of your paid and earned media efforts as well.”

As a marketing and communications expert, Berger believes brands can be proactive in positioning themselves for success in this new media environment. In order to position your company for success in executing a comprehensive content strategy, Berger suggests marketing leaders follow these tips:

1. Review your company’s annual marketing plan to identify key areas of focus for your business.
2. Identify your go to spokespeople for each focus area and understand their strengths and weaknesses.
3. Monitor media coverage to identify how the conversation is progressing around your focus areas and where you can add value.

“Playing to your strengths is key when leveraging thought leadership, it will allow you to make an authentic connection with readers while adding value to the conversation,” Berger continued. “Brands have a real opportunity to drive the conversation by leveraging their internal data, research, or knowledge in the areas they specialize in to help readers to better understand complex ideas or find timely solutions to the problems they face.”

If you are in need of assistance in developing or managing your content strategy, please contact us at Harrison Communications Company to evaluate solutions to your needs below.