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Mapping Success on Rented and Owned Digital Land

Successfully navigating the digital landscape involves leveraging both rented and owned resources. Rented land, encompassing social media and search visibility, offers rapid engagement and targeted outreach. Conversely, owned land, such as websites and physical spaces, nurtures brand identity and control.

“A harmonious communications and marketing strategy requires mastering both rented and owned land,” says Andrew Hagen, Integrated Communications Coordinator at CEL. “It’s the combination of immediate interaction and brand credibility that generates a lasting influence.”

In this guide, we will unveil strategies for school communicators to effectively harness both aspects. By seamlessly blending these approaches, your organization can fortify its presence and forge lasting connections while embracing the ever-evolving digital future.

Rented Land: Amplifying Reach and Engagement

Rented land is a crucial aspect of contemporary communications and marketing. It involves platforms that your organization doesn’t own but still has a significant influence on your outreach. Think of social media sites like Facebook, Instagram, TikTok, Reddit, or X (formerly Twitter), public reviews on Google, or paid advertisements on popular websites as examples. 

You should leverage social media platforms to connect directly with families, students, prospective employees, and local communities. Not only will you enhance engagement, but you can further nurture relationships with your audiences. Similarly, you should harness search engine rankings to attract inquiries cost-effectively. Optimized content will position your organization in front of local audiences who are actively seeking your offerings.

Rented land platforms like social media enable swift stakeholder engagement. To effectively use rented land platforms, it’s important to share authentic, relatable content, tailor content to local searches, and respond to comments in a timely manner. If you want to further establish your credibility in any given space, you may also consider writing guest posts or submitting your articles to authoritative platforms. Guest posting can enhance your reputation and drive backlinks to your website, adding to your credibility.  

Owned Land: Forging Trust and Brand Identity

Owned land – your website and physical spaces – serve as the cornerstone of your communications and marketing strategy. This is where you have the most control. By posting reliable information to your owned assets, you can position your organization as a local thought leader and expert in your field.

Utilize owned platforms to share news, updates, and stories. Planned messaging fosters transparency and enhances your brand reputation. You may also host valuable resources such as guides, FAQs, and educational content to strengthen your position as a community resource. 

If you have the ability, you may also leverage owned physical spaces for local events, workshops, or gatherings. This will give you the opportunity to connect with those in your community and foster brand loyalty through meaningful interactions. 

Crafting Synergy: Tailored Strategies for Success

The key to a successful communications and marketing strategy is the seamless integration of both external and internal resources. This is done by maintaining consistent messaging at all levels and seamlessly integrating social media channels on owned platforms. By finding the perfect mix of rented and owned land based on your goals, you can tailor your strategy to meet the unique needs of your target audience.

Future-Proofing Your Digital Presence

The digital landscape is always changing, so you must always be prepared to adapt to emerging trends, technologies, and shifts in user behavior. This commitment to adaptability ensures that your strategies remain relevant.

You may embrace new platforms and technologies that align with your goals or experiment with emerging trends like augmented reality. For example, voice search optimization or interactive content might engage your audience in novel ways. If you find yourself stuck and not sure if a new technology is a good fit, find real-world instances where organizations have successfully navigated changing digital trends. 

Empowering Your Strategy

“Think of blending your resources like crafting a recipe,” says Ashley Winter, Content Marketing Coordinator at CEL. “It’s the fusion of these ingredients that creates a mouthwatering dish—one that everyone enjoys. Combine your resources to create a compelling narrative, one that resonates harmoniously with your audience, driving your communications and marketing strategy toward enduring success.”

Your organization is poised to make impactful connections through the artful utilization of rented and owned land. As you navigate your communications and marketing journey, embrace a balanced strategy. A harmonious synergy ensures your message resonates across platforms. 

Give us a call! We’re dedicated to helping you cultivate a presence that captivates, informs, and resonates with your audience through effective marketing and PR strategies.



Published on: October 3, 2023