Leveraging owned media in your paid advertising strategy

Wise words from Union Metrics Marketing Manager, Rebecca Allen, on how to leverage your owned media in your paid strategy. 


Are you leveraging your owned media in your paid advertising strategy? In marketing, owned and paid media are typically separate channels, but there’s a lot you could learn from your owned media that can inform your paid strategy, and vice versa.

For any brand starting on social media, it’s important to first establish your social presence organically, producing engaging owned media that resonates with your current customers and prospects. Paid social media allows brands to reach audiences beyond their organic network to build brand awareness and target new customers.

As the Marketing Manager at Union Metrics, I generally focus on the paid advertising side and leave the organic stuff to our expert Social Media Manager, Sarah. But I actually pull a lot from our owned media to fuel our paid strategy than you might expect.

So in this blog post, I’m going to share my tips on how to make your owned and paid media work in harmony to build a more successful marketing strategy.

Look for trends and patterns in engagement

Always keep an eye on the performance of your owned media. Did any of your organic posts take off or get more engagement than usual? Maybe it was an attention-grabbing headline for a blog post or eye-catching screenshot. Use those posts as inspiration for your owned media. Feel free to even reuse the exact text and images— it’s all about finding the right combination that resonates with your audience.

Using social media analytics (like- wait for it- Union Metrics) makes it easier to spot your top performing posts and understand why some content performs better than others. With some measurement system in place for your owned media, you should be able to extrapolate exactly who your target audience is and what kinds of content they engage with.

Think about how you can apply these findings to a paid campaign that generates conversions.

Boost the owned content that drives conversions & traffic

If you’re going to borrow ideas from your owned content, why not just use it? Most social platforms offer ways to “boost” or amplify your owned media. It’s a quick and easy way to get your posts in front of a larger audience and it doesn’t require much additional work.

If you want to start a paid campaign using your owned media, we first recommend that you think about your goals. For example:

  • Do you want more page likes or followers?
  • Do you want to drive traffic to your site?
  • Do you want downloads of an ebook or registrants for a webinar?

Think about where you want to direct your marketing budget. Not all social posts are created equal, so be picky with the ones you choose to promote. Boost posts that have a clear CTA, promote upcoming events, and establish your brand as industry thought leaders.

Promote new content downloads for top of funnel

Gated content is an effective way to produce top of funnel traffic and conversions. In our experience, the best platform and delivery method for advertising gated content is Facebook Lead Ads.

You can generate a highly targeted audience, either by uploading customer lists, selecting targeted interests or both, and create a customized download form within the Facebook ad. This creates a very low bar for the user because all they have to do is click the Download button on your ad, their information is shared to your CRM instantly, and they receive a link to the PDF.

This method doesn’t even require the user to leave Facebook! The cost per conversion is typically very low for Facebook Lead Form leads, even close to $1 per lead sometimes, so it’s worth an experiment if you have the extra budget.

Got the budget but not the content? Gated content doesn’t have to be a full-fledged, research white paper. Take a look at the content you already have and see if it can be repurposed. You can take a series of blog posts and repackage them into an ebook or write up a short case study about a customer success story.

Work with your social media manager to determine what’s performed well in the past and use that information to inspire ideas for gated content.