Introducing the key points for BtoB owned media design and CMS selection from a marketing perspective
Posted: Wed Dec 04, 2024 6:54 am
B2B Marketing Owned Media Introducing the key points for BtoB owned media design and CMS selection from a marketing perspective
It has become clear that more than 75% of marketers involved in BtoB businesses feel that they are currently facing challenges with their company's marketing-related efforts . This is according to the results of a survey conducted in August 2023 by Nile Co., Ltd., a company list of armenia consumer email that develops marketing and digital transformation businesses, targeting approximately 500 marketers.
In addition, while many marketers feel that they have issues with their strategies, "owned media" ranks highly among the "strategies that they feel are effective." This shows that owned media is becoming an important strategy in B2B marketing.
If you know the key points, it is not impossible to start off small and launch an owned media in-house.
In this article, we will explain the key points to consider when designing BtoB owned media and selecting a CMS, including a marketing perspective.
What is BtoB owned media?
Owned media plays an important role in B2B marketing.
Owned media refers to media that a company owns. In the context of digital marketing, it generally refers to web media such as "blogs," "news sites," and "curation sites."
For example, it is often used for the following purposes:
Reaching potential prospects
Promoting understanding of products and services
Strengthening branding
Lead generation
By focusing on the key points and managing it appropriately, you can gain various business benefits. However, in order to achieve the results you want, you need to accumulate articles, gain recognition as a media outlet, and develop the ability to convey information, so it will take about six months to two years.
As with any marketing strategy, in order to achieve results as quickly as possible, it is important to first clearly define your KGIs.
For example, let's say a company is planning to shift its focus from a strategy of acquiring leads through advertising to a strategy of acquiring leads through owned media, as CPA is rising sharply.
In order to continually generate a certain level of business success, such as lead acquisition, you must first ensure that your owned media is consistently viewed by users, meaning that there is a certain amount of search volume and consistent monthly page views. To do this, you need to determine the following elements in advance:
First of all, what kind of media should we aim for to be seen by many users? (Concept, target, etc.)
How often do you publish articles?
What kind of structure will you have for creating articles within your company?
Who in the company will be driving this system? (Will it be a dedicated person or someone with multiple responsibilities?)
How much budget can you allocate to reach your target monthly pageviews?
How much time do you need to see results?
If you start working on your owned media in an ambiguous manner without setting measurable goals, you may end up in a situation where you don't see results. Before you get started, it's important to clearly define your KGI and KPIs and then continue to operate strategically based on them.
If you would like to know more about the purpose and examples of owned media, please refer to this article .
It has become clear that more than 75% of marketers involved in BtoB businesses feel that they are currently facing challenges with their company's marketing-related efforts . This is according to the results of a survey conducted in August 2023 by Nile Co., Ltd., a company list of armenia consumer email that develops marketing and digital transformation businesses, targeting approximately 500 marketers.
In addition, while many marketers feel that they have issues with their strategies, "owned media" ranks highly among the "strategies that they feel are effective." This shows that owned media is becoming an important strategy in B2B marketing.
If you know the key points, it is not impossible to start off small and launch an owned media in-house.
In this article, we will explain the key points to consider when designing BtoB owned media and selecting a CMS, including a marketing perspective.
What is BtoB owned media?
Owned media plays an important role in B2B marketing.
Owned media refers to media that a company owns. In the context of digital marketing, it generally refers to web media such as "blogs," "news sites," and "curation sites."
For example, it is often used for the following purposes:
Reaching potential prospects
Promoting understanding of products and services
Strengthening branding
Lead generation
By focusing on the key points and managing it appropriately, you can gain various business benefits. However, in order to achieve the results you want, you need to accumulate articles, gain recognition as a media outlet, and develop the ability to convey information, so it will take about six months to two years.
As with any marketing strategy, in order to achieve results as quickly as possible, it is important to first clearly define your KGIs.
For example, let's say a company is planning to shift its focus from a strategy of acquiring leads through advertising to a strategy of acquiring leads through owned media, as CPA is rising sharply.
In order to continually generate a certain level of business success, such as lead acquisition, you must first ensure that your owned media is consistently viewed by users, meaning that there is a certain amount of search volume and consistent monthly page views. To do this, you need to determine the following elements in advance:
First of all, what kind of media should we aim for to be seen by many users? (Concept, target, etc.)
How often do you publish articles?
What kind of structure will you have for creating articles within your company?
Who in the company will be driving this system? (Will it be a dedicated person or someone with multiple responsibilities?)
How much budget can you allocate to reach your target monthly pageviews?
How much time do you need to see results?
If you start working on your owned media in an ambiguous manner without setting measurable goals, you may end up in a situation where you don't see results. Before you get started, it's important to clearly define your KGI and KPIs and then continue to operate strategically based on them.
If you would like to know more about the purpose and examples of owned media, please refer to this article .