Question 3: For managing owned media, it's still best to use a specialized company, right?

This marks the third installment of the series "#TeachMeIguchi-san." While I personally feel like this is already a long-running series, some people say things like, "Huh, did that last series already end?" So, I'll grit my teeth and write this one too. But you know, speaking my mind without mincing words tends to make enemies everywhere, so I've been thinking maybe it's time to tone it down a bit. However, I recently received a supportive message saying, "That's exactly what we need! It sparks discussion too!" So, well, let's dive in today despite the sweltering heat! By the way, today's question comes from Ms. N, a resident of Itabashi Ward (isn't this the same person who asked the first question?).

Behind the Rising Interest in Owned Media

As social media surges ahead, outpacing mass media, more companies are rethinking their owned media (company websites) to deliver information directly to individual consumers. There was a time when companies effectively utilizing SNS, like launching official Twitter accounts, emerged, and their success stories were widely discussed. Back then, it was seen as a trial of a new tool for information dissemination that companies could control, which is why it garnered attention. However, it was also a period where the usefulness and risks weren't yet fully understood. Many companies focused on these success stories and attempted to replicate them. While they managed to create the outward appearance of a social media presence, many ultimately failed. Consequently, companies still seem cautious about using social media for official information dissemination. However, as you know, the environment has changed further since then, and proactive information dissemination that doesn't rely solely on mass media has become essential.

Yet for many companies, even hearing terms like "next-generation owned media utilization" leaves them struggling to define a direction for reforming their own websites. Facing a major, tangible challenge might be easier to tackle. But being told to "develop content that resonates with consumers to connect more actively and promote it through your own media" feels vague and leaves them wondering where to start. This is especially true for companies that have only maintained owned media as a repository for posting and archiving official information. Their focus then tends to drift to questions like "What content will please them?" leading to confusion where discussions center on the format—like "Well, maybe videos are popular lately?"—rather than the content itself (see #AskIguchi-san. See Series 1 ). Or, they might just hand off the entire operation to the company currently producing their owned media. That thought, "Consulting the agency is probably the most efficient way, right?" kicks in. Yeah, I get it, I really do.

Organizing, creating, and connecting information is crucial

But you know what? That can come later. Of course, to drive traffic to your owned media, you need various web ads, collaborations with curated media, plus SEO and SEM strategies. Analyzing traffic sources and bounce rates is also crucial. But you're already doing all that, right? What we need to focus on now is: "Does your owned media really contain what consumers actually want to know?" We want you to analyze your content from that perspective. The crucial perspective in content marketing is precisely how to create content that resonates with consumers and use that as a starting point to connect with society. Incidentally, lately, content marketing itself is sometimes perceived merely as a method for repurposing existing content, so we need to be mindful of that too. Rather than focusing on repurposing skills, know-how, or tips, I want you to pay more attention to the "content itself." And that's where the PR person's perspective truly comes alive, I believe (Yes, self-promoting person, I found you!).

"So, what exactly do you mean by 'the content itself'?" you might ask. Well, the information previously placed on owned media was mainly what companies wanted to convey, or simply stored there for safekeeping. This happened because owned media wasn't yet recognized as a true media platform. If you only see it as a mere repository or storage facility, that's what happens. But now, since we're trying to use this as a medium that directly connects with consumers, companies have reached the point where they must care about and take responsibility for "how the prepared information is ultimately received by consumers."

It's no longer acceptable to think, "I'll just put it here for now," or even "If you're interested, go ahead and read it." We should demand that people "see it, read it," and furthermore, "understand it, be convinced by it," and even "empathize with it, share it." So how do we achieve this? Yes, we must take stock of existing content and reorganize it. For information that is needed but not readily available, we must engage in creative activities. Furthermore, to effectively utilize each piece of information, we must design how its content and timing are coordinated. The foundation of this organization requires perspectives from "the company, the consumers, and society." We must find, refine, and create content by cross-referencing "what the company wants to communicate," "what consumers want to know," and "the state of the social environment." But that sounds like a hassle, right? That's where I want PR professionals to leverage their "consumer perspective and societal perspective." If you're struggling with this, please reach out first (yes, here comes "Self-Promotion Part 2"!).

Another issue is the lack of clear responsibility for owned media operations...

We currently consult with numerous companies and propose content strategies, but a frequent issue we encounter is the inconsistent department responsible for managing owned media. Ideally, for external communications, a centralized department like PR should handle this. However, company circumstances vary. Companies leveraging owned media more for marketing purposes might have each product division partially managing their own pages using CMS (Content Management Systems), and I understand this can improve operational efficiency.

Nevertheless, I believe there should be a department that comprehensively manages the overall content, its balance, and publication timing, even while delegating day-to-day tasks to individual staff. Otherwise, the owned media risks becoming nothing more than a simple bulletin board. It's crucial to effectively coordinate and integrate corporate and marketing information. To achieve this, a content calendar should be created and shared among relevant stakeholders. Naturally, the interests of any single department shouldn't be given excessive priority. Regularly sharing and discussing this balance among stakeholders is essential to refine and refine the plan.

As the face of the company, owned media demands careful management while maximizing its potential. Rather than superficial design revamps, we should revisit the fundamental operational objectives and the most suitable department for managing them – ideally through a flat, collaborative review. Coincidentally, direct corporate information dissemination is now termed "brand journalism" and is being pioneered in Europe and the US. Company executives and product developers appear in self-produced videos as owned media content, conveying the company's future direction, vision, or product development stories and behind-the-scenes insights to create direct connections (engagement) with consumers. News releases may also need to be crafted not just for media outlets but also to be easily understood by consumers. Beyond text, methods like video releases may increasingly become commonplace and expected. While trying something different is certainly challenging, I believe it's worth giving it a shot! Please feel free to consult with Iguchi first! (Oh, and we're still eagerly accepting the next question!)