To enhance the chances of success for your owned media, utilizing a consultant and receiving support from experienced professionals can be highly effective. Consultants can assist not only with the management of owned media but also with website construction, which can be a shortcut to success when launching a new platform.

In this article, we will discuss why it is advisable to use a consultant for owned media, including key points to consider and important precautions to take when hiring one.

What is Owned Media Consulting?

Owned media consulting involves designing strategies and managing operations to support the achievement of objectives and goals in owned media management.

To achieve results in owned media, a wide range of tasks must be addressed, from strategic planning to operational execution. This requires knowledge not only about the site itself but also about specialized areas such as web marketing and traffic analysis.

Given the complexities, handling everything internally can be challenging, and hiring a consultant can be the fastest way to enhance outcomes.

Roles of a Consultant

In owned media consulting, there are primarily four key roles.

-Launching Owned Media 

-Strategic Planning 

-From Content Creation to Operation 

-Expanding Results While Evaluating Effectiveness 

Let’s discuss each of these aspects in detail.

Launching Owned Media

When initiating owned media, you can delegate comprehensive tasks such as website creation and theme setting, which form the foundation of the site.

Unlike typical corporate websites, owned media handles a vast amount of content, making it crucial to clarify the site structure through category division beforehand.

However, without prior experience in managing owned media, devising an appropriate site structure can be challenging.

Therefore, engaging in consulting from the launch can lead to high-quality management of your owned media.

Strategic Planning

Strategic planning involves setting specific objectives derived from the ultimate goals of owned media management and developing suitable initiatives. Because owned media requires a long-term commitment, detailed strategic planning is essential to implement effective measures.

For instance, without proper target setting, it’s impossible to create content that resonates with users.

Moreover, strategic planning consultation is crucial in determining the direction of owned media, as it involves evaluating the effectiveness of initiatives by comparing them against set goals.

From Content Creation to Operation

In owned media consulting, managing the entire process from content creation to operation is a central role.

Based on the defined strategic plans and target audience, we consider the users’ search intentions to produce and disseminate valuable content.

Owned media serve various purposes, such as acquiring potential customers and converting them into fans of the company. However, merely broadcasting content does not achieve these objectives.

It is necessary to create content that provides information not covered by competitors and is useful to the users. Utilizing a consultant can lead to the creation of content that is likely to yield significant results.

Expanding Results While Evaluating Effectiveness

Another role of a consultant is to enhance outcomes as the owned media’s structure solidifies and content volume increases, while continuously evaluating the effectiveness.

Tools like Google Analytics and Google Search Console are used to analyze current data, identify areas for improvement, and implement new strategies.

Given that devising appropriate strategies requires extensive knowledge and experience, hiring a consultant is an effective approach to enhance the performance of owned media.

Why Consulting is Recommended for Owned Media

The use of consultants in owned media management is recommended because it allows for strategic planning from a professional perspective and the creation of high-quality content.

Attempting to handle everything with in-house resources alone can lead to significant costs in terms of payroll and time, often without yielding the desired results. Particularly in owned media management, where there are no clear-cut answers, tackling it alone can be challenging.

In this section, we will discuss why consulting is highly recommended for owned media.

Strategic Planning from a Professional Perspective

For success in owned media, it is crucial to design strategies based on thorough analysis of the target market and audience. Achieving success with a new site right from the start is difficult and requires substantial experience.

While you can gain experience from managing the site yourself, utilizing a consultant can be a great advantage, allowing you to set strategies from a professional perspective right from the start of your owned media project.

Ability to Update High-Quality Content

Owned media revolves around the content it publishes, aiming to engage prospective to existing customers over the long term.

No matter how much traffic is generated, if the quality of the content is poor, it will not lead to inquiries or conversions. Likewise, it’s hard to increase your fan base with infrequent updates.

Using a consultant, who is an expert in managing owned media, is recommended to create content that can lead to measurable results.

Related Article: What is E-A-T in SEO? An In-depth Explanation of the Criteria and Strategies for EAT

Reduction in Labor Costs and Production Time

Owned media typically requires updating a larger volume of content than standard corporate sites or blogs. Continuous management involves site administration and content creation, which necessitates dedicated personnel.

Unless you have a large workforce, it can be challenging to establish a complete in-house system, and this might even interfere with your core business.

However, hiring a consultant can reduce labor costs and production time, significantly alleviating the internal burden. Thus, for smaller companies, utilizing consultants is an especially effective approach.

Consulting Process in Owned Media 

The consulting process in owned media consists of the following three phases.

• Launch Phase
• Operational Start Phase
• Effectiveness Evaluation and Improvement Phase

If you are considering partial consultation, it’s important to determine which stage you are currently in before proceeding with consulting.

Launch Phase

During the launch phase, the focus is on strategic planning to set the direction for the owned media.

Specific measures during this phase include.

• Competitor analysis
• Market research
• Persona development
• KPI setting
• Designing the site concept
• Selecting target keywords
• Coordinating with writers and programmers
• Content planning

Coordinating with writers and programmers is crucial for site and content production. Depending on the consulting strategy, initiatives like distributing press releases to increase brand awareness may also be recommended.

Operational Start Phase

The operational start phase primarily revolves around content production and implementing strategies aimed at increasing traffic and customer acquisition.

Specific measures during this phase include:

• Content creation
• Contributing to other media
• Managing social media
• Launching web advertisements

Since relying solely on owned media content can limit traffic to SEO sources, it’s also advisable to use web advertising and social media management. Providing useful and valuable information is a key task during this phase.

Effectiveness Evaluation and Improvement Phase

In the effectiveness evaluation and improvement phase, the focus shifts to implementing strategies aimed at increasing conversions, the ultimate goal.

Here are specific measures during this phase. 

• Content creation and rewriting
• Website traffic analysis
• Utilizing influencers

Monitoring search rankings and traffic of the published content is central to achieving higher SEO visibility. Additionally, unlike in the operational start phase, new content created during this phase targets more difficult, high-search-volume keywords, expanding the difficulty level of the targeted terms.

Cost Range for Owned Media Consulting

The cost of consulting for owned media varies significantly based on the scope of work involved.

Here, we’ll explain the costs associated with two scenarios: consulting from the construction of owned media and consulting that includes the operation of owned media.

Construction and Consulting Costs for Owned Media

When requesting the construction of owned media, the cost varies depending on the scale of the site and whether there is content planning involved.

When also requesting content production in addition to construction, the cost typically ranges from 1 to 3 million yen.

Operational and Consulting Costs for Owned Media

The cost of operational consulting for owned media also varies based on the support services provided.

Generally, “comprehensive operational support aimed at attracting visitors” represents the typical consulting services for owned media. If only consulting is requested, the typical monthly cost is about 150,000 to 500,000 yen.

Related Article: What Can Be Outsourced in Owned Media? Benefits, Cost Ranges, and Points to Consider

Key Points When Hiring a Consultant for Owned Media

When engaging a consultant for owned media, consider the following four points.

• Confirm their area of expertise
• Check compatibility with the consultant
• Ensure a clear fee structure
• Look for relevant experience

Let’s explain each point in detail.

Confirm Their Area of Expertise

Owned media consulting encompasses a wide range of services, so consultants may specialize in different areas, such as strategic planning or SEO-focused content creation.

While any consultant is expected to deliver results, aligning their expertise with the specific needs of your site can lead to faster and potentially superior outcomes.

Therefore, it’s crucial to identify each consultant’s area of expertise and decide if they can complement the aspects your company lacks.

Check Compatibility with the Consultant

Interaction with a consultant during content creation and report sharing can be frequent. Thus, it’s important to ensure a good personal fit.

For instance, the frequency of communication and the number of meetings can vary by consultant. Some may prefer detailed regular updates, while others might opt for less frequent, consolidated communications.

To avoid stress and ensure optimal performance, it’s recommended to check the consultant’s personality and communication style before hiring.

Ensure a Clear Fee Structure

Consulting services can be extensive and not always clearly defined, which might lead to unexpected additional charges.

For example, some services might incur additional fees that are not initially apparent, leading to unexpectedly high invoices. Therefore, it is essential to clarify what services are included in the initial cost and where additional charges might apply.

Since fees can change suddenly depending on the phase or duration of the project, it’s advisable to work with consulting firms that have clear and structured fee arrangements.

Look for Relevant Experience

When hiring a consultant for owned media, it is beneficial to choose a company with a track record similar to your own.

Even the most knowledgeable and experienced consultant cannot guarantee success, as the effectiveness of the same strategy may vary depending on the size and specific conditions of the site.

Having a consultant with experience in similar industries or cases to your own can increase the likelihood of success.

If possible, review the process and results timeline to better anticipate the specific consulting services you will receive, which can enhance your chances of success.

Key Points to Consider When Hiring a Consultant for Owned Media

When utilizing a consultant for owned media, it’s crucial to assess the quality of the consultant based on their deliverables such as analysis reports and the frequency of meetings. Especially in site operations, prompt responses and improvements are essential.

Below, we will discuss the key points to watch out for when hiring a consultant for owned media.

Is There Submission of Analysis Reports?

In owned media consulting, the scope of work can vary by the consulting firm. Among these, it’s advisable to choose a firm that provides analysis reports.

This is because understanding the current challenges your site faces and how it should be improved leverages the consultant’s analytical skills, which are critical elements in hiring consulting services.

Without analysis reports, it’s impossible to perform an effective situation analysis or develop strategic measures. Analysis reports not only help in strategizing but also contribute to accumulating knowledge about site management within your company.

Are Regular Meetings Held?

While we’ve mentioned the importance of analysis reports, be cautious of consultants who do not hold regular meetings even if they submit reports.

For effective improvement of owned media, it is essential to verify the impact of daily strategies. If new strategies are being implemented, it’s necessary to assess whether things are progressing as planned and what elements need improvement.

Without sharing the current progress, it’s difficult to determine if meaningful strategies are being implemented. Rather than entirely delegating responsibilities, understand the rationale behind the operations being conducted by the consultant.

Are Proposals and Improvements Prompt?

A hallmark of a successful consultant is their ability to quickly propose solutions and make improvements when problems arise. In the management of owned media, issues such as sudden drops in traffic or decreases in search rankings can occur.

Particularly, Google’s frequent core updates to its search algorithm can significantly impact your site depending on the update’s content. A well-informed consultant would implement preemptive measures against such updates.

Therefore, consultants who do not offer timely suggestions or improvements according to the situation may not be considered effective, and outsourcing to them might be deemed pointless.

Summary

This article has explained why consulting is recommended for owned media, and what points and precautions should be considered when hiring one. Consulting allows for strategic site management based on professional expertise and is a highly effective method for succeeding in owned media initiatives. However, as support contents and fee structures vary by consultant, it’s necessary to verify the details before hiring. To increase the chances of success, also check the consultant’s area of expertise and past performance.

Author Profile

International Web Consultant Paveena Suphawet

A trilingual professional in English, Thai, and Japanese, she has numerous achievements in international SEO. She studied the latest IT technologies at Assumption International University, Thailand, and majored in International Business at the University of Greenwich, UK. Following her tenure at ExxonMobil’s Thai branch, she became a key member of Admano from its establishment.

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