In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.
The secret of successful content marketing is to retain freedom, build authenticity and trust and invest as sustainably and long-term as possible.
From all these points of view, a corporate blog or a company's own online magazine is indispensable for companies.
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The advantages of owned media over external channels
Of course, it is possible to build your online business via external channels by using social media for communication and sales platforms for store operations.
However, this places you in a position of relative dependency and reduces your opportunities to set yourself apart from the competition.
With your own blog or magazine on the company website, you not only secure the rights to your own content, as well as the option to update, repurpose or expand content pieces at any time. You also gain a much better and more reliable insight into user behavior relevant to communication and product development.
If you only publish content via external channels such as Instagram, Twitter or Facebook (so-called microblogging), you are also sourcing out traffic and reach in addition to your own responsibilities. In other words: of course, it may initially mean less effort and lower costs if you switch to existing, external channels.
However, you are playing into the hands of these platforms with additional (user-generated) content, traffic and ranking factors.
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And this is where our own blog comes in...
Having your own online magazine or corporate blog keeps all expenses compact and manageable. This brings more interaction to your own channels, creates more trust among the target group and allows you to better analyze the behavior of your customers and potential clientele. This can result in an even more concrete content marketing strategy, which in turn contributes to customer trust and brand authenticity.
On external channels, content is also shared by non-relevant cohorts - for example, to ridicule something or express anger about a post. This data and shares get mixed up with the data that is really important for successful, target group-oriented content marketing. This makes retrospective analysis more difficult and more expensive.
Your own freedom, better data insight and more controllable user behavior are direct advantages that come with setting up your own blog. Added to this are the longevity of the content and the dynamics of your own website. Both factors have a lasting influence on ranking, domain authority and reach. Content marketing should always be designed for the long term and sustainability.
External channels are exactly the opposite: fast-moving, temporary and can only be influenced to a limited extent. They should definitely be included in the overall strategy for the distribution and seeding of owned media.
However, they should not be used exclusively as platforms for communication and sales.
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All the facts once again in the video
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Do you want to learn how to set up a professional company blog?
Then we recommend our Content Marketing Academy, where you can train to become a certified Content Marketing Manager in just 6 weeks. Click here and apply today.
