how to make owned media: What do you decide first? How do you create content? Many people will be confused from the preparation stage. For such people, this article will introduce in detail how to make owned media.
Even if you are a beginner, you often don’t know how to make owned media.
Steps On How To Make Owned Media
In this section, we will introduce the process of creating owned media in several steps.
Owned media is divided into cases where a system is created from scratch and cases where an existing system is used.
Then, it is necessary to set the purpose that can be said to be the goal of owned media management, set the target to appeal, the content with high appeal effect, and the site design and design that makes the user feel convenient. Furthermore, the process of creating owned media will naturally change depending on whether it is operated in-house or outsourced.
About owned media
Make Owned media has the role of raising awareness of products and services, acquiring leads, and strengthening recruitment.
In addition, owned media is basically operated based on the company’s own information, so it has the characteristic of leading to the branding of the company. Branding also increases customer loyalty and makes it easier to deliver services and products.
The key to operating owned media is to always provide content that is close to the user.
Nowadays, it is very important to create optimal content for target users based on their own data.
Decide who to deliver to and what the purpose is
In order to create or make owned media, it is first necessary to clarify the purpose. The reason is that if you start making without deciding the purpose, the direction of other decisions to be decided will be blurred.
In addition, owned media management requires patience, so if you start with an ambiguous purpose, you tend to lose sight of the significance of running it, and you will be skeptical about continuing it.
The result is half-hearted and frustrated. The purpose of owned media management is to purchase standard products and services, brand, increase the number of potential customers who can appeal, and acquire excellent human resources by new graduates and mid-career hires.
Set a purpose that suits your situation.
Decide whether to launch and operate the media in-house or outsourced
Make Owned media can be operated in-house or outsourced to a specialized vendor.
When operating in-house, it is essential to secure human resources who are good at operating owned media.
If you can secure human resources, you can significantly reduce costs.
However, if the operation staff is also in charge of operations other than owned media management, the burden on the management staff will be heavy and the time that can be committed will be short, so the situation tends to be halfway.
If you hire a professional, you can leave all owned media operations to a professional. Therefore, you can acquire high-quality sites and contents, and you can expect the results of operation.
However, the cost will be higher than in-house operation because it will be outsourced to other companies and the operation will be entrusted.
Prepare content for users
Make Owned media content is a message sent by a company to a user.
Let’s dig deep into your company’s purpose and target and create content.
Deep digging of the target is especially important. It doesn’t make sense to create content that is universally acceptable.
You need to specifically imagine the person you want to be a fan of your company and anticipate what information the fictitious person wants.
When creating a target, it depends on whether you already have customer data or not.
If you already have customer data, it’s a good idea to use that data to target users who often use your product. On the other hand, if you don’t have customer data, it’s a good idea to target your products and services that you ultimately want to offer your users.
CMS is recommended if you start and operate in-house
If you want to launch owned media in-house, CMS is recommended.
This item explains in detail.
What is CMS?
CMS is an abbreviation of “Contents Management System”, which is a system that creates owned media using a website for posting articles prepared in advance without having to create a website from scratch.
With CMS, you can operate owned media with simple operations and settings without having to have specialized knowledge of web production.
There is no need to study for content update and management, and the company that provides CMS will also adjust defects and update functions.
Recommended CMS ① WordPress
The first recommended CMS is WordPress.
WordPress is a CMS recommended by google, which boasts an overwhelming share of search engines, and if you prepare a domain and a server, you can use it for free.
There are many types of theme templates and it is easy to customize, so you can create a website as you imagined without any knowledge of HTML or CSS.
In addition, there is a function called a plug-in that extends the function, and it is possible to add functions such as credit card payment and product cart.
Recommended CMS ② Baked
The second recommended CMS is Baked.
Baked is an open source CMS that is very easy to operate.
You can edit the site intuitively with just drag and drop or click, so you don’t have to read or learn the manual.
The design is also abundant and you can change it to your favorite design just by replacing it.
It also supports responsive design as standard.
Tips for creating important content in make owned media
Content creation is the key to successful owned media operations.
SEO, site convenience, design, etc. are important, but content is about communicating with users, so don’t neglect it.
So what is important for content creation? Will be introduced in this item.
Decide on keywords
Keyword selection is very important when creating content.
It is important to create content based on keywords related to your product or service and guide users to your owned media.
And when selecting a keyword, it is necessary to set the keyword in consideration of the number of searches for the keyword called search volume and the strength of competing owned media that are displayed at the top with the same keyword. ..
Understand the search intent
The second important point when creating content is to accurately grasp the search intent of keywords.
By accurately grasping the search intent, it is possible to accurately provide useful information that meets the worries and needs of search users.
The standard way to understand your search intent is to analyze the content of other companies that are ranked high when you search for the relevant keyword.
By analyzing the top-ranked content, you can see the tendency of the content that is solving the user’s problem.
Articles are organized based on search intent
Once you understand your search intent, build your content structure based on it.
When assembling the composition, it is important to decide on a title that is easy to understand and has an impact, and a heading that makes the content understandable at a glance.
In particular, when deciding on a headline, it is important to make it so that the structure of the content does not look strange.
Also, when creating the composition, try to bring the conclusions to the beginning of the content. This is because search users want to know the conclusions as soon as possible and determine if the content is beneficial to them.
Describe original information that is unique to your company
It is important to include original elements in order to be evaluated as useful content.
When creating content, it is essential to collect information from the Internet, but that alone is not useful content.
In order to satisfy search users, it is necessary to cover the information of the top-ranked sites and add their own know-how and information to create unique content.
Choosing a writer is very important when creating content, especially when outsourcing article creation. There is a clear difference in ability among writers. As a point to keep in mind when making a selection, it is a good idea to consider whether the text is logical and whether you can protect. Logical sentences are very important in SEO. The text is evaluated because it can identify not only the user but also the crawler. It is also a very important part of branding make owned media. The ones listed here are just examples, and what is really important is to accumulate knowledge while actually selecting writers.
Analyzing site data is a very important part of operating owned media. The timing of introduction should be done when actually make owned media.
Google Analytics is a tool that allows you to see the number and routes of inflows to your site.
In the context of “working with site data and doing site analysis,” it is common to refer to this tool.
By using Google Analytics and knowing which inflow route the inflow is from, you will be able to take appropriate measures.
In addition, it is a tool that can stock important information in site management such as setting of staying time and closing rate (CVR) for each page, so it is good to do it when creating or make owned media.
Click here for how to set up Google Analytics
The search console can analyze page-by-page position, clickthrough rate, impressions, and more. You can also check whether it is responsive or not.
Click-through rate is an important index for moving up the ranking. For example, if the click-through rate of a page in the first place is 5%, the average click-through rate of the first-ranked site is about 20 to 30%, so there may be something wrong. Notice.
Approximately, in these cases, it can be hypothesized that the title or meta description is not good and may be visible but not clicked.
In this way, the search console is also an important tool for site management, so we recommend that you introduce it.
The setting method of the search console is as follows.
- Create a Gmail account
- Access Google Search Console
- Select property type
Select “Domain” to measure the entire site, and select “URL Prefix” to analyze the entire site & specific pages.
- For “domain”
Paste the TXT record (the code to verify domain ownership) to the designated location on the rental server.
- For “URL prefix”
Select “HTML tag” and set the specified code in .
Owned Media Case
Here are some examples of owned media failures. Many of the failures happen at the time of planning. On the contrary, if it is successful, the planning is solid. Let’s take a closer look below.
Common failures in Making owned media
An example of make owned media failure is poor planning. Specific examples of failures include cases where content material has disappeared and articles that have been covered have been created.
To prevent this from happening, it is important to build a solid foundation at the time of planning.
When planning, in addition to analyzing the target user, what kind of content should be put in which category, what is the big keyword if SEO is done, and the KW (keyword) under it Let’s set up as much detail as possible, such as what is there.
It is also important to keep the plan as numerical as possible. Quantitatively list the time required to create an article and the operation period.
In addition, since it is ideal to make such a plan while assuming that it will not work, it is also good to think about “Is there any method other than the envisioned measures?”
The secret to successful ,make owned media is to “imitate”
An efficient way to successfully operate make owned media is to imitate the owned media of your competitors.
To imitate a competitor is, in other words, to set an example.
You can efficiently create your own make owned media by creating a framework based on the websites of competitors and adding original elements to it.
You just have to create your own model from imitation
I told you that in order for owned media to succeed efficiently, we will imitate our competitors and add original elements.
Specifically, if many of our competitors are owned media that simply introduce products and services, we will try to make our own make owned media that specializes in branding, or our competitors will be the president and employees. If you are making a product, your company may ask a celebrity to write it to differentiate it.
The point of “imitation” well
In this section, we will introduce the points to imitate the sites of competitors.
Find a site with a similar service, whether it’s a case study or a competition
Even if you try to imitate a competitor, if the products and services are too different, it will be difficult to find common ground and you will not know which part to imitate.
Therefore, when looking for a site to imitate, look for a site that offers products and services that are very similar to your company.
Specifically, if your company deals with insurance, imitate a competitor’s insurance company, and if your company sells stationery, imitate the make owned media of a competitor who sells similar stationery. By doing so, you can differentiate yourself by adding your own original elements to the attractiveness of other companies.
Thorough analysis of the site
Once you find the site you want to imitate, you need to analyze it.
How are you attracting customers? , What kind of content are you posting? , What is the gender and age of the target? If you analyze such things, you can see the direction of your own make owned media management.
Imitate the design
If you analyze the site you want to imitate, you can feel the good design of that site.
Let’s take in the parts that we feel are good.
Specifically, actively imitate the number of characters in the content, the font of the characters, the layout of the image, the background color of the site, the animation of the top page, etc. that are attractive to the user.
Imitate content categories
When creating content, imitate categories as well. This is because when you launch make owned media in-house, you often don’t know what kind of content will be accepted by users.
By mimicking the content categories of your model site, you’re less likely to deviate from your needs.
Finally, create something that is unique to your site
As I mentioned earlier, the purpose of imitating other companies’ sites is to use them as the basis for their make owned media. Only by adding your own original elements to that foundation will you become an attractive site.
In addition, the more original elements you add, the more you will become attached to your make owned media.
As a concrete example for that, let’s add something that is unique to our make owned media, such as having a good illustrator write an illustration and display it on the top page, or have a creator create an animation that has an impact.
To create or make owned media, you need to make a number of decisions before creating content.
There are also points to be aware of when creating content. If you firmly hold these basics, you will be able to start make owned media operations smoothly.
Initial preparation is very important for make owned media management.
Let’s take proper measures and start.
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