That’s why your owned media strategy should be guided by an agency with a gift for storytelling—and a unified team of strategists, writers and creatives to establish a consistent user experience across all your marketing touchpoints.
From our trust-centered web design process to our content marketing and HubSpot practices, we ensure that every campaign element you create leads naturally into the next, turning suspects into prospects and prospects into buyers.
Our content has been a hallmark of our agency since its founding, because of our proven ability to tell even the most complex stories in compelling ways.
Our HubSpot practice brings our owned media campaigns full circle, enabling us to deliver trusted content at every stage of the buying cycle.
It's an approach to design that prioritizes trust-building in every aspect of the user experience. Because if your website visitors don’t believe you, nothing else matters.
A trust-centered web design agency understands buyer trust and how to achieve it.
Does your current design firm truly know your business, your product, your customers? Do they understand the trust signals that make a visitor want to learn more about you? If not, the fancy graphics and lead-gen promises mean nothing.
Megan Chesterton and Jarrett Rush from the Idea Grove team discuss trust-centered design in further detail in this video.
"Owned media" is an umbrella term describing the content and web properties you create and control online. This is in contrast to earned media (media coverage), paid media (advertising) and shared media (social channels).
Your website is the most important part of your owned media strategy, but owned media also includes email marketing campaigns, such as company newsletters, and all the other content you create and manage. The bottom line is, with owned media you control the user experience—so there are no excuses for not getting it right.
Media relations is called earned media for a reason. It takes a lot of work to secure quality media coverage.
But once your team has worked so hard to secure coverage that can get real attention for your company, it's important to capitalize on that with the content on your website.
The process goes something like this: Someone sees your business mentioned in an article, as a source quoted by a reporter, or, most likely, they read a contributed article written by one of the company’s thought leaders. They like what they see, so they decide to visit your company's website. But once they arrive, they see nothing related to what they just read about. So, they bounce. Leave. Dissatisfied.
What if you could give the visitor something compelling to click on, something to keep them on your site long enough to start actually engaging with you? Something that would help you retain all that attention you’ve worked so hard to earn?
You earned their attention by sharing smart thoughts and bright ideas, and that’s what you need to do on your website to retain that attention. You need an owned media strategy that builds and capitalizes on your media relations efforts.
When you first meet a person, you start to develop ideas about them based on your interactions. If they act differently toward you from one day to the next, you eventually begin to distrust them. You're not sure exactly who you're dealing with.
It's the same way with brands, including B2B tech brands. If your website copy is formal and detached but your email marketing is casual and intimate, your buyers begin to wonder about you. Brand inconsistency leads to mixed signals and, ultimately, mistrust.
A consistent user experience increases brand recall, by repeating the same messaging, tone and visual identity across all channels, while building the trust that comes with a steady brand voice.