Examples of Owned Media

• Website: The cornerstone of any digital marketing strategy, a website serves as a central hub for information about a company, its products, and services.

• Blog: A blog allows a company to share valuable content, engage with its audience, and establish itself as a thought leader in its industry. Why I also share content regularly to my blog.

• Social Media*: Platforms like Facebook, TikTok, X, Instagram, and LinkedIn offer opportunities to connect with customers, build community, and promote content. In this case we are talking about the organic options. To add some perspective, as organisation this will also increasingly become about empowering the people in your organisation to share stuff. For companies, we’ve seen a very strong move to a pay-to-play playing field here over the years.

• Email Newsletter: A regular email newsletter is a great way to keep customers and subscribers informed and engaged.

• Mobile App: A mobile app can provide a unique and personalized experience for customers, enhancing brand loyalty and engagement. This is becoming a lot more accessible to have with the rise of no—code as well.

Benefits of Owned Media

• Control Over Message: Companies have complete control over the content and messaging on their owned media channels.

• Cost-Effective: Once created, owned media channels can be maintained at a relatively low cost compared to paid media.

• Long-Term Value: Owned media assets can provide long-term value by building brand awareness, generating leads, and driving sales.

• Customer Relationships: Owned media can help build stronger relationships with customers by providing valuable content and fostering engagement.

• Search Engine Optimization (SEO): Optimizing owned media content for search engines can improve visibility and drive organic traffic.

Effective Owned Media Strategies

• Consistent Branding: Ensure that your owned media channels are consistent with your overall brand identity.

• Quality Content: Create high-quality, informative, and engaging content that resonates with your target audience.

• Regular Updates: Keep your owned media channels fresh and updated with new content.

• Social Media Engagement: Actively engage with your audience on social media platforms, while recognizing that these platforms are rented spaces. Be mindful of platform algorithms, community guidelines, and potential changes that could affect your reach and engagement.

• Analytics: Use analytics tools to track the performance of your owned media channels and make data-driven improvements.

Owned media is a valuable asset for any business looking to build brand awareness, connect with customers, and drive growth. However, it's important to remember that while you control the content on social media platforms, you're operating within their terms and conditions. Plus especially with owners like Elon Musk, you see that platforms have no issue at all in killing your reach overnight when they feel like it.

By understanding the limitations and leveraging owned media effectively, businesses can build a strong online presence and achieve their marketing goals.