To be honest, launching an owned media is not difficult. However, it is true that there are companies that are suited to owned media and companies that are not.
Even companies that are suited to owned media can stumble if the purpose of the media is unclear or the operational system is not well organized, resulting in the media just continuing turkey b2b leads to be used or having many readers but no clear benefits to the company.
In this article, we will introduce key points and examples of successful owned media to B2B company personnel who are considering creating new owned media.
What is BtoB owned media?
BtoB owned media literally refers to media owned by BtoB companies (companies that have other companies as customers). Unlike general media such as news, TV, magazines, and internet media, it can be edited completely in-house.
Originally, the term "media" refers to all media that transmit information, such as pamphlets, websites, blogs, SNS accounts, etc. However, in Japan, owned media refers to "corporate web media and blogs," so this article will be explained under that premise.
Many companies are working on owned media. According to the "2020 Owned Media White Paper" by Sendenkaigi Co., Ltd., about 80% of companies (including BtoC) answered that they are "focusing on owned media." The main effect they expect is "branding of companies, products, and services," and about 73% of them have experienced the effect.
Owned Media White Paper Results(Source: Owned Media White Paper 2020 (Strategy/System Edition) - Sendenkaigi Co., Ltd. )
For B2B companies only, PLAN-B, a company that operates a digital marketing business, conducted a survey of its email newsletter members in 2021. In this survey, 52.3% of B2B companies responded that they "operate owned media (including blogs on their own websites) as a customer attraction measure."
It is no longer uncommon for companies to disseminate information themselves; it is becoming the standard.
