Digital marketing doesn’t work without content. Content doesn’t work without an audience. But what does it take to effectively build your audience? 

You’ve probably heard people say that there are three ways you can capture an audience for your business and your brand. You can buy your audience in the form of paid media (advertising). You can borrow an audience through earned media placements (PR). Or, you can build an audience through owned media.

Let’s take a closer look at that last approach, owned media, which was the focus of a Digital Marketing Summit I attended recently at Marquette University. While we’ve looked at the benefits of becoming your own media company in the past, this summit highlighted some additional tips. Specifically, how you can structure your owned media company, publisher or whatever you prefer to call it to effectively engage with the right audiences.

First off, your target audience should drive your content – getting you to focus on your audience’s key concerns and interests, and how you can use your expertise to bring them what they need or want. Good content is only half the equation. You also have to be able to effectively and continuously build your audience.

The key? Assembling your owned media team with your audience in mind. Seek people from across the enterprise who can help tell your story effectively, while considering all aspects of what your audience needs or wants and through which channels you’ll reach them most effectively. Overall, your internal organization should have these four distinct roles:

  1. The engineer: the technical person who helps troubleshoots interactive digital issues.
  2. The reporter: the crafter and the storyteller of the content.
  3. The assignment editor: the online listener and monitor who ensures the content is distributed through the best channels at the most effective times.
  4. The producer: the strategic team leader and program overseer.

brand newsroom

Together, the team – guided by a strong brand – works to continuously produce compelling content and deliver it across the right platforms, at the right time and in the right away.

Ultimately, it’s about building the biggest, most engaged audience of potential customers. Otherwise, why bother creating the content in the first place?