Your Voice, Your Message: Leveraging Your Owned Media Platforms for Maximum Engagement
In a digital world overflowing with information, owned media channels are invaluable assets for financial institutions. But how can you ensure your voice doesn’t get lost in the noise?
Start with clarity
Whether it’s your website, social media, or email newsletters, your message needs to be crystal clear and aligned with the needs of your audience. For example, when introducing a sustainable investment fund, focus on simple, impactful messaging. Use concrete data to illustrate the benefits and risks, and present real-life case studies to help clients relate to your product.
“Clarity is key, especially in the financial services sector, where the use of jargon can often be tempting as a way to demonstrate expertise. However, it’s crucial to use language that resonates with your audience through relatable stories and clear benefits,” advises Gerrie Spaansen, Director and PR Consultant at Sharpe International.
Tips for effective use of owned media:
- Define your audience
Understand who your audience is and what information they are looking for. Tailor your content to address their specific needs and pain points. - Create a content calendar
Plan your content in advance to ensure a consistent flow of information across all your channels. This helps keep your audience engaged over time. - Leverage different formats
Use a mix of blog posts, infographics, videos, and podcasts to cater to different preferences and increase engagement. - Use analytics:
Regularly monitor your content’s performance using analytics tools. This will help you understand what works and what doesn’t, allowing you to refine your strategy. - Promote across channels:
Don’t just publish and forget. Promote your content across all owned media channels, including social media, newsletters, and your website.
Engagement over broadcast
It’s not enough to push information out. Encourage interaction through webinars, Q&A sessions, and interactive tools like investment calculators. These not only engage your audience but also provide them with a reason to return to your platforms.
Keep it personal
Leverage customer insights to create personalized content. AI tools can help segment your audience, but genuine connections are built on understanding your client’s unique concerns and aspirations.
Ready to elevate your owned media strategy? Contact Sharpe International for expert guidance on creating content that resonates and converts. We can help you craft a personalized strategy that aligns with your business goals and engages your audience effectively.
Why Sharpe International?
-
Experience
in corporate communications, marketing and financial journalism
-
Specialized
in financial services communications
-
Comprehensive services
enabling integrated approach
-
Hands-on
agile and approachable
Contact us
-
to contact us directly
-
Send us your information
and we will contact you
News & blogs
Wat maakt een interview een goed interview?
Je kent het misschien: je zit tegenover een journalist, klaar om je verhaal te doen. Je wilt dienstbaar zijn, dus je beantwoordt elke vraag zo goed mogelijk. Want zo heb je het geleerd. Maar na afloop denk je: heb ik eigenlijk wel gezegd wat ik wilde zeggen? Of: waarom is dát nou het citaat geworden?…
Waarom je je echt niets meer kan herinneren van die goede spreker
Ken je dat? Je zit bij een presentatie op een congres en iemand op het podium grijpt je aandacht. Je bent onder de indruk. Iets in de manier waarop diegene spreekt, pakt je. Je denkt: dit is goed. Dit ga ik onthouden en mijn collega’s vertellen. En dan, een paar dagen later: je weet nog…
Critical crisis communication mistakes organisations keep making (despite knowing better)
In today’s fast-paced media landscape, journalists and social media users react with unprecedented speed. Yet, many companies underestimate just how quickly a crisis can escalate and how crucial it is to respond swiftly and effectively. Good preparation is half the battle, as a well-known Dutch saying goes. But preparation isn’t just about having a plan—it’s about ensuring that plan is continuously updated and actively tested. After all, a reputation arrives on foot and leaves on horseback. At Sharpe International, we repeatedly see even well-organized companies falling back on instinct and bureaucracy when speed and clarity are paramount. In this article, we highlight the most common crisis communication mistakes and how organizations can avoid them.