In our Fireside Chat, our CEO Nicolai Kuban publishes weekly practical tips for your content marketing. You can find all the information here.

The secret to successful content marketing is to retain freedom, build authenticity and trust, and invest as sustainably and long-term as possible.

From all these points of view, a corporate blog or a dedicated online magazine is indispensable for companies.

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The advantages of owned media over external channels

Of course, it is possible to build your online business through external channels, using social media for communication and sales platforms for store operations.

However, this places you in relative dependency and reduces your opportunities to differentiate yourself from competitors.

With your own blog or magazine on the corporate website, you not only secure the rights to your own content, as well as the possibility to update, repurpose or expand content pieces at any time. You also get a much better and more reliable insight into user behavior that is relevant for communication and product development.

Those who only publish content via external channels such as Instagram, Twitter or Facebook (so-called microblogging) also outsource traffic and reach in addition to their own responsibilities. In other words: of course, it may initially mean less effort and lower costs if you switch to existing, external channels.

However, in this way you play into the hands of those very platforms additional (user-generated) content, traffic and ranking factors.

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And this is where your own blog comes in....

Because your own online magazine or corporate blog keeps all expenses together in a compact and controllable way. This brings more interaction to your own channels, creates more trust among the target group, and allows you to better analyze the behavior of your customers and potential clientele. This can lead to an even more concrete content marketing strategy, which in turn will contribute to customer trust and brand authenticity.

On external channels, content is also shared by non-relevant cohorts - for example, to ridicule something or express anger about a post. These data and shares get mixed up with the ones that are really important for successful, target-group-specific content marketing. This makes analysis more difficult and expensive in retrospect.

One's own freedom, better data insight and more controllable user behavior are immediate advantages that come with building one's own blog. In addition, there is also the longevity of the content and the dynamism of one's own website. Both factors have a lasting impact on ranking, domain authority and reach. Content marketing should always be designed for the long term and sustainability.

External channels are exactly the opposite: fast-moving, temporary, and only slightly influenceable. They should definitely be included in the overall strategy for distribution and seeding of owned media.

However, they should not be used exclusively as platforms for communication and sales.

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All facts once again in the video

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Want to learn how to build a professional company blog?

Then we recommend our Content Marketing Academy, where you can train to become a certified Content Marketing Manager in just 6 weeks. Click here and apply today.