When Facebook, Instagram and WhatsApp went dark in an outage on Oct. 4, 2021, memes, GIFs and late-night hosts had a lot of laughs. But for marketers who rely on those platforms to distribute and archive their content, the day was anything but fun.
While having a presence on third-party platforms such as social media is necessary, if your organization creates content—whether it be videos, articles, infographics or otherwise—an owned, dedicated channel is just as essential.
Here are the top five benefits of an owned content hub:
With a site that you own, you are not beholden to decisions made by a third party, such as:
If you are currently sending your audience to multiple places on your website to find content, you’re doing them—and yourself—a disservice. They’re likely not finding what they need, or if they are, they’re missing the opportunity to discover all of the content you offer that could be applicable to them.
Of course, you should reach your audience where they are on channels like Facebook, Instagram, Twitter and YouTube. But if all you are doing is posting, and you aren’t driving traffic from these channels to your own property, you aren’t fully capturing that audience for your brand.
With a dedicated content hub, you can do more to build and support your own brand, rather than solely promote the brand of a third party (i.e., Facebook or YouTube). The fact is, we operate in an oversaturated media market. The answer to stand out among the noise is a branded content hub.
By providing a central destination for all of your content, you can optimize your audience’s journey by offering relevant and engaging content. And by tying traffic on your content hub into your marketing automation and customer relationship management (CRM) systems, you can track leads and assess return on your content investment.
Want to see content hubs in action? Check out how some of our clients are making their content work for them.
Michelle Jackson
The original version of this page was published at: https://glcdelivers.com/stop-giving-all-your-engagement-to-facebook-instagram-and-youtube-and-take-back-your-audience/
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