Owned vs Rented Content: How to Create an Effective Inbound Content Strategy

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Content is not only the integral part but also the beating heart of your marketing plan. Marketers across the world are constantly producing content in different forms for promoting their brands.

But to create an effective inbound content strategy you need to find out what kind or type of content is important. It is highly critical also to find out the difference between owned and rented content to create an effective inbound content strategy.

Rented content is the content placed in advertisements, which is paid. You can create rented content but have very little control over it and it lasts only as long as you have paid to it.

Owned media content is basically content which are placed on channels you own. They are those content pieces which are written by you like blogs, social media posts, content on the company website. The basic goal of this content is to provide value and as these pieces of content are placed on channels you own, you have better control over it.

Having understood the difference between owned and rented content, now it's time to understand how to develop an effective inbound content strategy.

Before you develop an inbound content strategy, ponder on the following points:

  • Whom are you creating it for
  • The pain points it is solving
  • In which way is it unique
  • The different formats you will focus on
  • Form of channels where it will be published.

5 Steps to developing a great inbound content strategy

Step 1. Brainstorm ideas:

One of the challenges content marketers face is getting new topics for their content pieces. For a great content marketing campaign to be popular, you have to come up with new content ideas and to generate on a regular basis new idea, you need to have some intense brainstorming.

Step 2. Define your buyer personas:

To develop a successful content plan is to define who your buyer personas are clearly. Once you define the buyer personas, they give the reason why such audiences will be interested in your content. It also helps you produce relevant and valuable content which they will want to read and convert on.

But it does not stop here. You need to revisit your buyer personas parameters by conducting market research every time so that you can find out who your growing audience is.

Step 3. Identify the type of content your buyer persona will like the most:

A variety of options are available for the content you want to create. Following are few of the popular content formats and tools for you get started.

Few examples of owned content -

Blog posts: Blog posts live on a website, and it should be regularly published to attract new visitors. The more you provide educational and valuable content to your audience, the more they will be inclined to share the posts on social media and other platforms.

Ebooks: Ebooks are basically lead generation tools. Your potential customers download these when they submit a lead form along with their contact information. These are more in-depth information written to attract visitors to a website.

Infographics: Infographics are content formats which help you organise and visualise data that is clear and easy to understand.

Videos: Videos, though require a bigger investment of time and resources as compared to written content but as visual marketing helps you to increase your popularity. Videos are 40x likely to be shared on shared on social media.

Few examples of rented content -

Social media ads: These are targeted highly towards people who use twitter, facebook and similar social platforms which are particularly based on the criteria set by the advertiser. Linked ads also provide an excellent opportunity for B2B advertisers to target their specific business sectors.


Step 4. Publishing and managing your content:

Once you are ready with your content, it is essential that you also publish and promote your content. Your prospective consumers can miss your content if you are not promoting and getting in front of them. A better placed and good distribution strategy includes both paid and organic promotion.

Step 5. Review and update your content:

It's significant that you should revisit both your buyer personas and your content strategy on a monthly or quarterly basis. You need to add new information and newer ideas and include it to your buyer persona profile and get your content strategy moving.

To grow an effective inbound content strategy, it takes a lot of time, effort, organisation and creativity. Starting from laying the foundation of the content marketing plan to adding the required tools to better management of content, setting up a new content strategy is not much of a hassle.

what is inbound marketing methodology - SSB

Sindhu Raveendran

Greatest b2b lead generation tips ebook

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