[WEB Customer Customer] The mind of owning owned media operation that you want to keep in mind

May 21, 2015 May 12, 2022 Media , owned media

Owned media was originally a media that sends users to users, and refers to the media owned by the company, such as public relations magazines, pamphlets, and corporate sites.
In recent years, the trend of blog sites and SNS has increased the number of opportunities for companies to communicate directly with users, which is not a one -sided media that companies such as public relations magazines and pamphlets are unilaterally transmitted. As a media that can communicate with, the need for owned media (web media) is increasing.

Is it the purpose of owned media to increase fans (customers) by direct contact between companies and users, or it is not easy to put content in -house and operate effectively.
This time, we will introduce the attitude and tips for operating owned media.

1. Set the goal and target value

Owned media is not just an information portal site.
The purpose is to send users with useful content, give a positive impression of the company, and to make users a customer.
When you buy clothes, do you talk well?
I think some people dislike it, but some people sympathize with the clerk and come to the store many times as a fan (customer).
The role of owned media is to perform a series of communications between the clerk and consumer on the web, and first aware that "customerization is the goal."

At the start of the media, it is important to use PV -conscious operation, but PV is not a goal.
PV is one of the KPIs (important performance evaluation indicators), and if you set multiple KPIs such as "Inquiries", "Product purchase rate", "Like", even if the PV is not gathered. If the product purchase rate is high or it is connected to "inquiry", you can see that it is excellent as content.
And be sure to remember what kind of media you operate for.

2. Early launch of the media

Then, suppose you actually set up a "goal" and launched the media.
It has just been launched and there is not much content yet.

How about PV? Is there any access from the inflow route you had expected?
Unlike expectations, if the PV is not easily gathered, it is necessary to change the direction here.
I mentioned earlier that the PV was "only one of the KPI!", But it is a very important figure only for the early stage.
If the user is not gathered, you will not be able to measure the effect.
So what kind of direction can you convert?
If you don't have a small way to put a small number of "good content", think about changing directions and mass -producing "cheap content" that relies on outsourcing.
Such a direction change can lead to success.
The best shortcut to success is to keep improving without giving up even if the PV does not go up as expected.

3. About SEO

SEO measures are indispensable for media management.
The inflow from SNS must be considered, such as word -of -mouth, and it is difficult to predict, but the inflow from the search engine can be predicted to some extent from the keyword search volume.
Depending on the KPI, the keyword search volume and competitiveness should be aware of the words that are easy to display higher and actually target users.
For example, if you achieve the KPI in the SEO service owned media, you have "SEO measures" and "SEO top display" as keywords.
The search volume is overwhelmingly "SEO measures", but "SEO top display" is low competitiveness, and the CVR (conversion rate) seems to be good.
In this way, the search volume, competition, and target SEO measures are easier to achieve KPI.

4. Content is in -house

"Mass production of inexpensive content that relies on outsourcing" mentioned earlier
is actually gathering PV to some extent, but probably growing somewhere.
In these situations, you will need to change direction.
In other words, instead of "putting in large amounts of inexpensive content", the direction of "continuously launching excellent content".
By cultivating human resources who can create excellent content (articles) by this stage by this stage, it will be possible to reach the end user, further enhancing our brand power. 。

Media , owned media

Posted by LSD_ADMIN