What is Owned Asset Optimization? Why It is Important for B2B Marketing?

Do you know? In a study by Gartner, it is noticed that 91% of businesses are engaged in some form of digital initiative, and 87% of senior business leaders say digitalization is a priority.

In such a competitive market, optimizing owned assets has become a pivotal strategy for B2B marketing brands seeking to maximize value and maintain competitive advantages. Owned asset optimization refers to the strategic management and utilization of a company’s existing resources—such as its website, whitepapers, blog, knowledge centers, social media profiles, client databases, and intellectual properties—to boost performance and drive business growth. This approach is critical in a landscape where efficient resource utilization is key to success.

Understanding Owned Asset Optimization

Owned asset optimization involves analyzing and enhancing the assets a company directly controls. Unlike paid or earned media, owned assets are the channels and platforms a business has complete command over. This includes digital properties like websites, email lists, and social media accounts, as well as tangible assets such as office space, equipment, and proprietary technologies.

The Importance in B2B Context

For B2B companies, owned assets are not just tools for marketing and sales; they are vital components of their value proposition. A well-optimized website, for example, can be a powerful lead generation tool. According to a HubSpot report, 55% of marketers say blog content creation is their top inbound marketing priority. A well-maintained blog can establish a brand as a thought leader in its industry, fostering trust and credibility among potential clients.

What are Different Digital Assets for that builds ideas to leading brands?

If we talk about from seo perspective, here are 10 digital assets which if optimized properly can yield very good organic results:

1. Website

A company's website is the cornerstone of its online presence. It serves as a comprehensive platform for presenting the brand's message, values, products, and services. For B2B companies, a website is not just a digital brochure but a vital tool for lead generation, customer education, and service delivery.

2. Blog

A blog is an excellent tool for sharing industry insights, company updates, and educational content. It can help establish a company as a thought leader in its sector, improve website SEO through keyword-rich content, and drive organic traffic. Blogs also provide content for social media and email marketing efforts.

3. Email Newsletters

Email newsletters allow companies to maintain direct communication with their audience. They can be used to share industry news, new blog posts, product updates, and exclusive offers. Well-segmented email newsletters can deliver personalized content to different parts of your audience, enhancing engagement and conversion rates.

4. Whitepapers and E-books

Whitepapers and e-books are detailed pieces of content on specific topics that demonstrate a company's expertise and provide value to potential clients. They are excellent lead generation tools, often exchanged for contact information on a company's website.

5. Case Studies

Case studies showcase a company's successes and illustrate how its products or services have solved specific client problems. They serve as powerful testimonials, providing tangible evidence of a company's capabilities and results.

6. Webinars and Online Courses

Offering webinars and online courses can position a company as an educational leader in its industry. These assets provide value to potential clients while showcasing the company's knowledge and expertise.

7. Videos

Video content, whether it's product demonstrations, interviews with experts, or educational content, can significantly enhance engagement. Videos can be hosted on a company's website or on platforms like YouTube, providing another channel for visibility and engagement.

8. Podcasts

Podcasts have grown in popularity and can be a unique way for B2B companies to share insights, discuss industry trends, and interview thought leaders. They offer a personal touch, allowing companies to connect with their audience in a more conversational tone.

9. Infographics

Infographics are visual tools that can simplify complex information or data, making it easily digestible. They are highly shareable and can be used both on a company's website and across social media platforms to drive engagement.

11. Digital Brochures and Catalogs

Digital brochures and catalogs provide detailed information about a company's offerings in an easily accessible format. They can be used for sales pitches, email marketing, and on the company's website for prospective clients to download.

Bonus Asset: Social Media Profiles

Yes, you read it correct. Leveraging platforms like LinkedIn, Twitter, and even Instagram can be invaluable for B2B companies. These profiles can be used to share content, engage with industry conversations, network with professionals, and promote products or services.

All the above-mentioned assets are directly controlled by the company and provide a medium to communicate with current and potential clients, showcase expertise, and build brand authority. It holds the organic presence of a brand in the longer run, resulting in better marketing yield.

How Are Owned Assets Optimized?

• Website Optimization: This includes improving site speed, mobile responsiveness, user experience (UX), and search engine optimization (SEO). Adobe's 2021 Digital Trends Report revealed that companies with a strong digital foundation, including a well-optimized website, saw three times the return on investment (ROI) in customer experience than their peers.
• Content Marketing: Developing high-quality, relevant content tailored to the target audience’s needs can significantly boost engagement and lead generation. According to Content Marketing Institute, 72% of B2B marketers report that content marketing increases engagement and the number of leads.
• Data Analytics and Utilization: Leveraging data from CRM systems, website analytics, and customer feedback to understand customer behavior and preferences. This data can guide decision-making and help refine marketing strategies.
• Social Media Strategy: Aligning social media presence with brand goals, and consistently delivering valuable content to engage the audience. LinkedIn reports that 80% of B2B leads come from LinkedIn, making it an invaluable platform for B2B marketing.
• Email Marketing Optimization: Building and maintaining a robust email list, and utilizing it for targeted, personalized communication can drive significant returns. Campaign Monitor states that for every dollar spent on email marketing, the average ROI is $38 for B2B marketers.

Driving Value to B2B Brands

Owned asset optimization is not just about improving operational efficiency; it’s about enhancing the overall value proposition of a B2B brand. The benefits include:

• Cost Efficiency: By optimizing owned assets, companies can reduce reliance on paid media, which can be costly and less effective over time. Efficient use of owned channels like email marketing or organic social media can result in substantial cost savings.
• Brand Authority and Trust: Regularly updated and well-maintained owned assets like blogs and websites help establish a brand as a trustworthy authority in its field. This trust is crucial in the B2B space, where decisions are often high-stakes and based on long-term relationships.
• Improved Customer Insights: The data derived from owned assets offer invaluable insights into customer preferences and behavior, enabling more targeted and effective marketing strategies.
• Long-term Value: Unlike paid media campaigns that offer short-term gains, optimized owned assets provide lasting value. A high-ranking blog post or a well-developed customer database can continue to generate leads and business opportunities for years.
• Enhanced CustomerExperience: A positive customer experience is a cornerstone of B2B success. Optimized owned assets, such as user-friendly websites and responsive customer support, contribute to an improved customer experience, fostering loyalty and repeat business.

How Digital Asset optimazations drives value for leading B2B brands?

Owned Asset Optimization drives value for leading B2B brands in several key ways:

• Enhanced Digital Presence and Brand Awareness: In the digital age, a company's online presence is crucial. OAO ensures that a brand's digital assets, like websites and social media platforms, are fine-tuned for maximum visibility and engagement. This enhanced presence increases brand awareness and positions the company as a leader in its field.
• Cost-Effective Marketing: By focusing on owned assets, companies can reduce their dependence on paid advertising, which can be expensive and less predictable. Owned media, like blogs, email newsletters, and organic social media posts, offer a more cost-effective way to reach and engage audiences.
• Improved Lead Generation and Conversion Rates: A well-optimized website with high-quality content and efficient UX/UI design can significantly increase lead generation. Similarly, effective email marketing and engaging social media strategies can lead to higher conversion rates, turning prospects into customers more efficiently.
• Data-Driven Insights for Personalization: OAO allows companies to collect and analyze data from their owned channels, providing insights into customer behavior and preferences. This data can be used to personalize marketing efforts, making them more relevant and effective, which is particularly important in the B2B sector where the sales cycle is often longer and more complex.
• Building Trust and Credibility: Regularly updated and well-managed owned assets, such as industry blogs and insightful social media content, help establish a brand as an authority in its niche. This credibility is crucial for B2B brands, where trust plays a significant role in purchasing decisions.
• Long-Term Asset Value: Unlike paid media, which offers temporary visibility, owned assets have enduring value. A high-quality content piece, a well-designed website feature, or a comprehensive customer database can continue to deliver returns long after its initial creation.
• Scalability and Flexibility: Owned assets provide a scalable and flexible platform for growth. As the business evolves, these assets can be adapted and expanded without the need for proportional increases in investment, allowing for more sustainable growth.
• Customer Experience and Loyalty: By optimizing owned assets, B2B companies can offer a better, more seamless customer experience. This improved experience can lead to increased customer satisfaction and loyalty, which is crucial for long-term relationships in B2B markets.
• Synergy Across Marketing Channels: OAO ensures that all marketing channels work together cohesively. For instance, content on the company blog can be repurposed for social media, and insights from social media engagement can inform email marketing strategies. This synergy amplifies the overall impact of marketing efforts.
• Competitive Advantage: In a crowded market, B2B brands that effectively leverage their owned assets can gain a competitive edge. By providing valuable content, superior customer experience, and demonstrating industry leadership, they can differentiate themselves from competitors.

Investing in OAO cultivates enduring brand equity and enhances overall value. To rejuvenate trust and re-engage consumer interest, brands must align themselves more closely with the digital signals customers emit during each online interaction.

Do you or digital marketing team fully utilizing owned assets? If not, change your SEO strategy by converting them into gold mine.