Creativity’s about ownership.
John Maeda
Imagine if your name wasn’t yours.
How you feel about your own name is how you should feel about your business. You should have a sense of pride, direction, and most of all ownership.
When Instagram shut down for a number of hours on October 4, 2021 due to internal system malfunctions, it sent an alarming message to creators and business owners at every level that the brands they were growing on the free platform weren’t safe. All of the work that gained social proof in the form of likes, comments, and follows suddenly disappeared.
Producers of content should continue to do so, and learn how to take advantage of owned media. Owned media includes email marketing newsletters, blog posts (which sometimes becomes earned media), and social posts (their comments, shares, retweets, etc. counts as earned media).
Businesses, especially the e-commerce based, can anchor their efforts to owned media for five reasons: cost efficiency, longevity, control, versatility, and reach.
- Reach – Using keywords when forming posts and content leads to more engagement from target audiences.
- Versatility – A variety of content should be created for the best results.
- Control – This allows you to orchestrate your brand’s narrative.
- Cost effectiveness – Website hosting costs can be low and most of the marketing done on social media is free.
- Longevity – Shared work lasts forever.
Owned media isn’t dependent upon the real estate of popular social platforms. It gives real ownership to the business owners and creators. But before you create an extensive body of work, you should cover all bases of business ownership, such as registration and trademarking.
Source(s):
https://www.bigcommerce.com/ecommerce-answers/what-is-owned-media-and-how-to-capitalize-on-it/
https://www.forbes.com/advisor/business/how-to-trademark-your-businesss-name/