Updating Your Owned Media: 3 Reasons Why It’s Time for a Review

When it comes to marketing, we believe in employing a combination of owned, earned, paid, and shared media strategies to ensure you’re connecting with your clients wherever they are. While each of these strategies have their own actions, all benefit from ensuring they are kept as updated as possible.

Owned media is great since you control every aspect of it. You can craft the exact message you want to share with your clients. However, this kind of media does often suffer from a one and done mentality. When you create content for your website or print collateral, how often do you review it to ensure that it’s up to date? Here are three reasons why upgrading your owned media is more important than ever.

Helps others find you through SEO optimization

With information just a click away, many consumers are getting their information digitally. They are searching the internet to find organizations that can meet their needs. Google and other search engines are scouring websites to help them find it. Are they finding your website with all its amazing content? While you may have every detail about your organization listed online, have you taken the time to review how people are searching online? What terms they are actually using? With search algorithms changing on a regular basis and becoming more sophisticated, its up to you to include content that is crafted around how people are looking for you, not what you think they’re seeking. Now is the time to review your content to ensure its optimized to help others find you.

Reflects who you are now

Even at Chartwell, our company continues to evolve its areas of expertise and the major industries we work with like healthcare, education, financial and economic development. This happened over time and will continue to evolve as we keep growing. This means ensuring our website and other owned media reflect that. What about your company? Does your collateral really address the needs of your customers? Is it written in a vocabulary they use? Are there any gaps in your collateral or website for new services or are there old services that you no longer provide that are still listed? It’s important to take the time to evaluate if the information you’re sharing with clients has been updated to reflect your company accurately.

Increases efficiency across all your marketing strategies

By ensuring that your owned media reflects who you are and is written in a way that reaches your audience, you can leverage it across all your marketing strategies. Content should never be one and done. It should be utilized across several media channels to further its reach. Updating your owned media offers a ready list of topics, keywords and other information that can help craft your marketing strategies, provide an easy reference for talking points to media and material to share on social media.

Reviewing your owned media can be a time-consuming task but in the long run, it will pay off. By ensuring that your information is crafted with the current search terms for your industry and shares who you are today, it will be easier to utilize to connect with your customers wherever they are. If you’re not sure where to start, Chartwell Agency can help.