Harnessing the Power of Your “Owned” Channels
Self-care is all the rage these days.
What does that have to do with investor relations? Good question.
The idea here is to apply the concept of “putting oneself first” to a company’s owned channels—website, newsletter, blog, and social channels. Feed them, nurture them, and watch them grow.
Companies need to foster their own channels so that they can speak directly to their target audiences, without relying on third-party influence.
Those third parties have a time and a place, but why pay someone else for their audience when you haven’t maximized your own yet?
Enter owned content — a goldmine for boosting investor engagement, fostering genuine connection and trust, and cementing a company’s stance in the market.
Think of it as the low-hanging fruit that lets companies bypass middlemen and speak directly to their stakeholders.
The Power of Owned Channels
Owned channels offer companies complete control over their messaging and corporate narrative. Unlike paid tactics, which can dilute a company’s voice with external influences, owned channels allow companies to craft and disseminate content that is acutely aligned with their corporate values and strategic objectives.
By maximizing these channels, capital markets companies can establish themselves as authoritative sources of information. This control over content not only reinforces the company’s voice of authority but also positions it as the go-to source for investors seeking reliable and consistent information on you.
You want your shareholders and potential investors coming directly to you for information about your company — that’s how you build the trust needed to incite investment.
Start with Crafting a Compelling Narrative
At the heart of mastering your owned channels is the art of storytelling.
This notion may not be common practice currently in the capital markets but look around you at how consumer brands communicate with their wider audiences. Take some time to explore what’s working for them in terms of how they market to consumers and clients.
This idea applied to capital markets stems from the fact that now it's not enough to simply focus on data dissemination. Instead, public companies need to weave in narratives that capture the essence of the company’s vision and strategic direction.
Storytelling humanizes the data, making complex information more relatable and memorable. By narrating the company’s reason for being, values, and achievements, executives can foster a deeper connection with their audience, enabling investors to see beyond the numbers and into the company’s soul.
Too much?? Stay with me.
Today’s investors are not just looking for profitable ventures; they seek companies that resonate with their own lived experience and the evolution of society.
For example, so many investors saw what happened with Zoom, for example, during the pandemic, and are now looking to connect the dots of cause and consequence in the same way.
How does your company satisfy a specific need in the market? What is it in our everyday lives that the service or product you offer ties into?
Whether you’re discussing your quarterly results, a commitment to sustainability or social responsibility, or the innovation in your product offering, stories should reflect these themes, making the narrative not only engaging but also relevant to what’s going on around us.
Establishing Thought Leadership
Positioning your company or one of its executives as a thought leader is invaluable. Although this strategy goes beyond owned channels, it starts here.
Owned channels allow companies to publish thought-provoking analyses, industry insights, and expert opinions that showcase their expertise and innovation. This then reaches third-party sources, giving the content more traction, eventually helping to raise the company’s profile.
The key is to consistently provide truly valuable content, which is why this strategy takes time to develop. You want your content to really speak to your audience, to connect with what matters to them, and to be a worthwhile engagement for them. Otherwise, it will fall flat.
To achieve this, think about coming from a place of authenticity when you’re writing or speaking. Think about what lights you up about the company you’re representing. That enthusiasm is what will resonate and lead your audience to seeing you as a thought leader.
The Takeaways
Owned channels are indispensable for executives seeking to enhance their investor outreach. By focusing on these direct communications channels, companies can effectively reach investors, improve perception, and cultivate genuine connections.
As the communications landscape for investor relations continues to evolve, those who master the art of leveraging owned channels will find themselves best-equipped to navigate the complexities of the capital markets and achieve their strategic goals.
In an era where authenticity and transparency are paramount, owned channels enable companies to build and maintain trust with their investor base. Let’s talk about how to get you there.
Need Help?
Inflection Communications is Here
We know that those tasked with IR are juggling complex demands, tight resources, and increasing expectations. That’s where Inflection Communications comes in. With nearly two decades of communications experience, I can help you conduct a strategic review, deliver actionable insights, and build a communications strategy that connects with investors and inspires confidence.
Don’t leave 2025 to chance—position your IR strategy for success. Reach out to learn more about how we can support your communications efforts.