Why only own corporate channels guarantee sustainable communication reach in the long term

Stefanie Soehnchen

CockpitCorporate pages on Facebook, LinkedIn and other social networks are an integral part of the professional communication spectrum. However, the algorithms of these platforms are visibly changing negatively for the organic reach of corporate content. That is why flexible, modern owned channels such as blogs, newsletters or even the website are more important than ever.

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Corporate communicators have been observing the trend for a while now with increasing displeasure: Anyone who posts an organic post (especially in the Facebook universe) reaches virtually no users.

Even with very large page followings, only a few followers get to see the content – even if it is “on brand” and relevant. This then results in no interaction, which in turn keeps the reach low, etc.

Currently, the LinkedIn algorithm still seems to play out company content organically in a reasonably fair manner, and various organic methods for increasing reach, such as “inform team”, are also offered internally on the platform.

Nevertheless, we have observed across all industries that only a small, organic “reach bonus” is awarded on LinkedIn at the beginning, which then more or less disappears after about three posts.

One thing is clear: Anyone who does not allocate a paid budget outside of campaigns for sponsoring content marketing posts today will fall far short of the numbers he / she is used to – and also short of the potential of the followership that has been built up.

Therefore, companies on social media channels – in my view – have no choice but to sponsor content on a regular basis (and to be honest, the ROI in terms of brand building, reputation management as well as lead gen is mostly given with a reasonable content strategy).

What was built up is now blocked by the algorithm

Nevertheless, the whole thing has a taint. Companies and freelancers invest years of time and money to build up a relevant following on the channels, to position their business and their brand – and suddenly they can hardly reach anyone organically.

The old saying “If you live by the algorithm, you die by the algorithm” is becoming more and more a part of budget planning when the main communication touchpoints are social channels.

Therefore, at this point, a lance must once again be clearly taken for the more “classic” digital communication channels such as website, blog, newsroom and own newsletter.

These channels, which feel less “fancy” in the communications canon, have great communicative power – relevant reach in an environment of their own creation, as well as the collection of email data, for example, can sustainably ensure that content is placed correctly.

Sure, again, we rely on the search engine algorithm for reach. But a clever content strategy seems to have (currently) much more effect.

Corporate communications in your own hands


A sensible, mobile-optimized website with a corresponding focus on user-friendliness (user experience design) is mandatory. In fact, even today, websites do not have to be incredibly interactive, but may remain well-thought-out “shop windows”.

This is where core information is placed according to the company’s own brand approach. Just as with any other communication, of course, the following applies: Those who do not think from the user’s point of view, but only engage in navel-gazing, will lose – regardless of the channel.

On the other hand, if you check your content concept beforehand for user relevance and check SEO and UX (or have them checked), you can already answer many questions with a solid website presence.

Corporate blog

A corporate blog is an increasingly underestimated communication tool that belongs in the channel canon.

Since it takes a comparatively large amount of effort to write articles regularly, organize an internal editorial team, and set up the whole thing technically, many companies still shy away from operating their own blog.

In fact, however, there are already many proven processes and also a lot of good content, which makes blogging relatively easy.

Companies are rewarded with a solid owned channel that is search engine relevant, positions their experts sustainably, can be cross-promoted wonderfully everywhere and can even be a proven, quick way to present the situation from the company’s point of view in the event of a crisis.


A very underestimated owned channel that is often neglected.

If users voluntarily provide their data via a subscription because they want to receive more information (this can, of course, initially also be “gated content“), companies can be sure that they are reaching a qualified target group with their content.

In the DACH region, 70 percent of participants in a survey said they subscribed to newsletters (both B2B and B2C) and read them regularly. According to their own information, a third of them have already made purchases directly via the newsletter.

But also, companies that do content marketing or perhaps “sales support” communication via the newsletter can assume to have a very powerful touchpoint in their portfolio here.

Once the technology and user experience design are set up, it is also comparatively little effort.

In many cases, the content can be generated by cross-promoting existing content – the newsletter thus functions as a “content buffet” that invites users into the world of brand content.

So the bottom line is: the sooner corporate communicators consider whether and how owned channels can play an optimal role in their channel mix, the sooner they become less dependent on third-party platform algorithms. The bottom line is that this means an investment in much more controllable reach and more solid touchpoints in the portfolio.


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