The battle for online attention is daunting. While brands grapple for the ever-fleeting focus of consumers, the successful ones capturing audiences are investing in Owned Content Hubs. This allows companies take their share of the pie by exerting greater control over their digital presence.

Taking advantage of Owned Content Hubs brings your content strategy under one roof, and proves to the world the strength of your brand as a thought leader. The more content you have, the more digital presence you have, and the more control you own over this presence, the more impactful your content efforts will be.

Recently, we’ve been seeing an increasing number of owned sites popping up, proving that companies are seeing their value, relative to propping up their content on publisher sites - and needing to pay for those slots. Brands want to leverage their own tools and control their own data to create content that they know their audience will engage with.

‍Owned vs. Paid

While brands still rely on paid content hubs, and spend large dollars to promote their content on publisher sites, the shift to Owned Content Hubs signals the desire to control exactly how their content is seen. Paid still has its merits, yet is increasingly being used by brands  to point audiences to owned hubs.

These are just components of a more holistic content strategy. Both are crucial aspects of a brand’s digital presence, and Knotch is here to prove the impact of both. Here’s five benefits for brands shifting their attention towards owned content hubs and why marketers should take note.

‍Benefits of Owned Content Hubs

  1. Solidify Your Authority

With all of your related content under one roof, Owned Hubs cement your position as a thought-leader to your customers. It also gives you an opportunity to build credibility as a trusted brand.

  1. Educate Your Audience

As potential audiences scour the internet for answers, draw a crowd to your website by building a knowledge destination.This helps visitors find the information they need and start to think of your brand as a resource for their future queries.

  1. Engage With a Community

Get people involved beyond just visiting your site. Promote your brand, generate leads, and find out what makes your audience tick. According to Content Marketing Institute, 72 percent of marketers say content marketing increases engagement. In turn, this engagement can be invaluable in creating a funnel for further leads for your business.

  1. Control Your Content & Owning Your First Party Data

Don’t fit your content to fit someone else’s constraints. With an Owned Hub, you’re free to highlight exactly what you want, exactly how you want. Additionally, owned contenthubs allow you to own your first party data. This can be key to understanding your customers’ journeys, with data that’s more accurate and more timely than third-party data.

  1. Measure The Impact of Your Content Marketing Strategy

‍You’ve successfully shared your content on your site, yet just how are audiences feeling about what they’re reading? Using tools like Knotch, you can gain a sense of how content is resonating with readers, and pinpoint areas for improvement to make it hit home.

‍Examples of Owned Content
Owned content encompasses a variety of platforms other than just your website. Experiment with a diverse media mix and you can widen your reach to potential audiences. These touchpoints include:

  • Brand Website
  • Company Blog
  • Social Media Accounts
  • Case Studies
  • Whitepapers
  • Podcasts

Overall, owned content hubs are one-stop shops for visitors that can generate invaluable ROI and ultimately help brands flourish.

Posted 
Sep 23, 2019
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