Owned media is an illusion

‘Organic reach died years ago. Marketers just forgot to bury it.’ 

‘Brands are continuing to over-invest in content that almost nobody sees’

‘…promised brands and agencies freedom from the confines of paid media, then completely changed the rules of the game. … You’re probably still clinging to the notion that your brand or client can get something for nothing through so-called owned” media. But that’s always been a flawed mindset.’  

‘about 50:50 balance production : media’

‘The data-fueled engines on social media enable brands to tell a story that grows chronologically on a one-to-one basis. This is probably the most compelling component of social media marketing because it enables brands to drive brand metrics and generate revenue simultaneously. It’s no longer a choice between creating a branding campaign verse a direct-response campaign. Rather, it’s about creating a cohesive story where the upper and lower funnel work in harmony.’

Credits to @Ashley Vinson for sharing.  

SEO organic ranking

Key takeaways:

“Most of our content wasn’t really helping us reach the goals we wanted to achieve. We analyzed 70 pieces of content over the span of two years and discovered that only about 16% of those articles were responsible for generating 84% of our leads. Not great.”

Organic search presented the best long-term opportunity for growth. Our sales from organic search traffic were three times higher than the previous year, and we weren’t even applying an SEO strategy. “

  1. We developed pillar pages.
    Pillar pages are pages on your site that serve as a content hub for a particular topic (or keyword) that you want your company to rank for in search engines. Instead of churning out a ton of content, we opted for quality over quantity.
  2. We optimized our existing on-site content.
    We identified other pages on our site that contained content that was similar to or overlapped with our pillar pages and redirected them to the relevant pillar page so that they didn’t compete with one another for rankings. Also, we took a hard look at our other pieces of blog content to determine whether we should update them.