KPIs are not set in numerical terms
Posted: Thu Jan 23, 2025 4:11 am
Reasons for failure in owned media and how to avoid them [Read this and you'll be safe!]
When operating an owned media, you want to avoid failure.
In this article, we will explain the reasons why many companies fail with their owned media and how to avoid them. Just by reading this, you can reduce the risk of failure with owned media, so please refer to it.
If you start an owned media but don't see results, it's often because of a typical failure pattern. Here we will explain in detail the nine common failure patterns when operating an owned media.
I launched an owned media without any purpose.
Not setting KPIs for owned media
KPIs are not set numerically
The operating structure of owned media is unclear
Operational flow is not visualized
Poor SEO design of the website
Not creating quality SEO content
The method of selecting SEO keywords is incorrect.
CV conductor is not suitable
1. Launching an owned media without a purpose
One failure pattern you should especially be brazil mobile phone numbers database careful of is starting an owned media outlet without any clear purpose.
If you start something for simple reasons such as "we just started it" or "other companies are doing it", you will quickly hit a dead end, so you need to be careful not to turn a means into an end.
Clarify the purpose of your owned media before launching it.
2. Not setting KPIs for owned media
KPIs (key performance indicators) for owned media are set to achieve goals .
If you don't set KPIs, you won't be able to judge whether your owned media is working well. For owned media that is operated over the medium to long term, it is important to regularly review it, change the management policy according to the situation, and monitor the achievement of KPIs.
When you start operating your owned media, make sure to set KPIs appropriately according to your objectives.
3. KPIs are not set in numerical terms
A common failure pattern is setting KPIs but not having numerical targets.
For example, even if you set a KPI such as "increasing awareness," if you are not clear about how much you want to increase awareness or how you will determine the level of awareness, you will not be able to determine whether the KPI has been achieved.
Make sure your KPIs are measurable .
4. The operating structure for owned media is unclear
Another reason for failure was the lack of a proper system for managing owned media.
Owned media involves a variety of tasks, including keyword selection, writing, creative production, submission, and direction.
If the division of roles for these tasks is not clear, it can cause operations to stagnate and you may not be able to continue with your owned media . It is important to clearly define the operational structure and clearly decide who will do what.
5. Operational flow is not visualized
Another thing to avoid is not being able to visualize the operational flow of the entire business as mentioned above.
In many cases, the entire process from coming up with an article plan to writing, proofreading, and publishing schedule is unclear and dependent on individual efforts.
If the operational flow is unclear, it will be difficult to replace members of the owned media management team or outsource the work, but making it visible also has the advantage of making it easier to improve operations.
6. Poor SEO design of your website
Even if you create high-quality content, if there is a problem with the SEO design of the website itself, it will be difficult to rank high in search results.
Basic SEO design, such as structuring your website and improving its loading speed, is essential. Be sure to take proper SEO measures for your owned media .
7. Not creating quality SEO content
Poor quality content can also lead to failure.
No matter how much low-quality content you create, you won't get the results you expect from your owned media. In content SEO , it's important to pursue quality, such as whether you're providing valuable information to readers and whether the content is original .
Quality content is an essential element of SEO.
8. The method of selecting SEO keywords is wrong
The choice of keywords will determine the number of customers and the demographics of those customers.
If you target keywords with too little search volume or too much competition, you are likely to not attract as many customers as you would like. It is also important to select keywords that users search for that match your company's owned media.
Research keywords to understand search volume and competition, and determine search intent before selecting keywords.
9. Inappropriate CV conductors
The design of the conductors leading to the CV is also an important point.
If the path from the content to the conversion point is unclear, the conversion rate will be low. It is effective to make the conversion button stand out in the content, present the conversion path simply, and provide an attractive offer to guide the user to conversion .
When operating an owned media, you want to avoid failure.
In this article, we will explain the reasons why many companies fail with their owned media and how to avoid them. Just by reading this, you can reduce the risk of failure with owned media, so please refer to it.
If you start an owned media but don't see results, it's often because of a typical failure pattern. Here we will explain in detail the nine common failure patterns when operating an owned media.
I launched an owned media without any purpose.
Not setting KPIs for owned media
KPIs are not set numerically
The operating structure of owned media is unclear
Operational flow is not visualized
Poor SEO design of the website
Not creating quality SEO content
The method of selecting SEO keywords is incorrect.
CV conductor is not suitable
1. Launching an owned media without a purpose
One failure pattern you should especially be brazil mobile phone numbers database careful of is starting an owned media outlet without any clear purpose.
If you start something for simple reasons such as "we just started it" or "other companies are doing it", you will quickly hit a dead end, so you need to be careful not to turn a means into an end.
Clarify the purpose of your owned media before launching it.
2. Not setting KPIs for owned media
KPIs (key performance indicators) for owned media are set to achieve goals .
If you don't set KPIs, you won't be able to judge whether your owned media is working well. For owned media that is operated over the medium to long term, it is important to regularly review it, change the management policy according to the situation, and monitor the achievement of KPIs.
When you start operating your owned media, make sure to set KPIs appropriately according to your objectives.
3. KPIs are not set in numerical terms
A common failure pattern is setting KPIs but not having numerical targets.
For example, even if you set a KPI such as "increasing awareness," if you are not clear about how much you want to increase awareness or how you will determine the level of awareness, you will not be able to determine whether the KPI has been achieved.
Make sure your KPIs are measurable .
4. The operating structure for owned media is unclear
Another reason for failure was the lack of a proper system for managing owned media.
Owned media involves a variety of tasks, including keyword selection, writing, creative production, submission, and direction.
If the division of roles for these tasks is not clear, it can cause operations to stagnate and you may not be able to continue with your owned media . It is important to clearly define the operational structure and clearly decide who will do what.
5. Operational flow is not visualized
Another thing to avoid is not being able to visualize the operational flow of the entire business as mentioned above.
In many cases, the entire process from coming up with an article plan to writing, proofreading, and publishing schedule is unclear and dependent on individual efforts.
If the operational flow is unclear, it will be difficult to replace members of the owned media management team or outsource the work, but making it visible also has the advantage of making it easier to improve operations.
6. Poor SEO design of your website
Even if you create high-quality content, if there is a problem with the SEO design of the website itself, it will be difficult to rank high in search results.
Basic SEO design, such as structuring your website and improving its loading speed, is essential. Be sure to take proper SEO measures for your owned media .
7. Not creating quality SEO content
Poor quality content can also lead to failure.
No matter how much low-quality content you create, you won't get the results you expect from your owned media. In content SEO , it's important to pursue quality, such as whether you're providing valuable information to readers and whether the content is original .
Quality content is an essential element of SEO.
8. The method of selecting SEO keywords is wrong
The choice of keywords will determine the number of customers and the demographics of those customers.
If you target keywords with too little search volume or too much competition, you are likely to not attract as many customers as you would like. It is also important to select keywords that users search for that match your company's owned media.
Research keywords to understand search volume and competition, and determine search intent before selecting keywords.
9. Inappropriate CV conductors
The design of the conductors leading to the CV is also an important point.
If the path from the content to the conversion point is unclear, the conversion rate will be low. It is effective to make the conversion button stand out in the content, present the conversion path simply, and provide an attractive offer to guide the user to conversion .