Tenant or Landlord? Why a Corporate Website is More Important Than Ever

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With the rise of social media, the corporate website has taken a backseat for some companies. So much so that there are even companies that don't have one and have left Facebook to be the centre of their online presence. However, why do we say that the website is more important today than ever? Let's analyse some reasons.

“Earned Media” vs. “Paid Media” vs. “Owned Media”
Why do we use these old-school terms to talk about the digital world? Because to a large extent, their meaning is very applicable to the digital reality. Just as in the past press management to get media coverage in line with our audiences was important, today it is also important to define which platforms we want to increase our brand authority on. Authority is key administration directors email database in the digital world to capture the interest of our potential clients and thus transform them into leads and clients.

But what is “earned media” in the digital world? It is all advertising that a brand gets without having paid for it. Therefore, advertising that one pays for on any platform is “paid media”. But where we want to focus is on “owned media”.

“Owned Media” or digital assets, encompasses all digital channels that belong to a brand, that is, its website, blog, mobile site, applications, etc.

The lines between these three types of digital media are blurred, as it is always necessary to resort to paid media to strengthen owned media and obtain traffic, attention and leads, for example. However, the advantages of having strong owned digital assets are undeniable. Let's analyze why:

1. You own your digital assets, not rent them
And you know what happens when you're a renter: the landlord, so to speak, can change the rules, pretty much whenever he wants. As has happened with Facebook and Twitter over time, they've changed the rules to make their platforms more and more profitable businesses. Just like you and I do with ours. That's the main reason why it's more important than ever to have a website geared toward meeting your marketing goals.

2. By owning your digital assets, your growth directly benefits your business
If your page improves in rankings, grows in content, increases traffic and attracts more leads, it is you and your brand who benefits. On the other hand, if you attract more traffic to a Facebook page, the traffic is still going to Facebook.com, not your brand. Social media interactions should always drive users to your website and motivate them to take actions that bring them closer to you.

3. Your brand can exercise control over its own assets, both paid and earned, control is partial
On your website and the rest of your digital assets, you set the rules, and that's important. On your social channels, the owners of each platform set the rules. That's why your strategy must give due weight to each of these spaces.