How to Build, Engage and Monetize an Owned Audience

Learn how to build a loyal online audience by establishing trust, leveraging social media, and producing high-quality content that drives engagement and monetization. Explore the strategies and tactics for building a proprietary brand and community.

Key takeaways

Build a value proposition that establishes trust and connection with the audience.
Leverage rented channels, such as social media, to engage the audience, but intentionally rebuild the connection and relationship.
Focus on owned media, building a proprietary audience and brand through content and community.
Use short form video clips to drive engagement and reach a broader audience.
Create exclusive content for members of the community, fostering a sense of belonging.
Produce content in an authentic, high-quality manner, rather than trying to optimize for search algorithms.
Engage with the audience through live streams and Q&A sessions.
Build a software platform to support the owned media strategy.
Prioritize building a relational, community-led approach to marketing, rather than relying on rented channels or transactional tactics.
Focus on building a proprietary audience and brand, rather than trying to capture attention through fleeting, surface-level content.
Use first-party data and feedback to inform the marketing strategy.
Create a content calendar and stick to it, rather than trying to post too much or too little.
Use a mix of formats, including video, text, and images, to keep the content fresh and engaging.
Build a community around the brand, using content to drive interest and engagement.
Focus on building a loyal, subscribed audience, rather than trying to capture one-time attention.
Use membership sites and subscriptions to build a community and incentivize engagement.
Prioritize building a brand that is authentic, transparent, and committed to its audience, rather than trying to manipulate the audience through tactics.

How to Build, Engage and Monetize an Owned Audience

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