Maximising Your Marketing with Owned Media: A Practical Guide for Business Owners

This blogpost was updated: 09.10.2024

In today’s digital landscape, having control over your brand’s marketing channels is invaluable. While paid advertising and earned media (like PR and social media buzz) have their place, the foundation of a sustainable marketing strategy lies in owned media. This post will explore how you, as a business owner or decision-maker, can leverage owned media to build long-term marketing success.

What is Owned Media?

Owned media refers to channels that your business controls. This can include your website, blog, email newsletters, and any other platforms where you directly manage the content and the audience experience. Unlike paid advertising, owned media is a long-term investment that builds authority and customer trust over time.

Why Focus on Owned Media?

In a fast-paced digital world, rented platforms—like social media or ad spaces—are subject to external changes (e.g., algorithm shifts or rising ad costs). With owned media, you have complete control over the message, timing, and presentation. This makes it a reliable pillar in your overall marketing strategy.

Practical Applications of Owned Media for Your Business:

1. Content Marketing on Your Website and Blog
   Your website is your digital storefront, and your blog serves as an extension of that space where you can provide value to your audience. A well-maintained blog can attract organic traffic and improve your site’s SEO ranking. Focus on creating high-quality content that answers questions your target audience frequently searches for.
   • Example: A consultancy firm might publish blog posts like “How to Reduce Operational Costs in a Small Business” or “Top 5 Digital Marketing Mistakes to Avoid,” targeting queries business owners often make.
2. Email Marketing for Direct Engagement
   Email newsletters are a goldmine when it comes to nurturing leads. Unlike social media, where your post might get lost in the algorithm, emails land directly in your customer’s inbox.
   • Tip: Use email to share exclusive content, promotions, or updates. Tailor the messaging to your subscribers’ needs and keep your subject lines engaging.
   • Example: A SaaS company could use a weekly newsletter to update subscribers on new features and tips on maximising their software.
3. Podcasting and Webinars for Thought Leadership
   Owned media doesn’t stop at written content. Hosting webinars, podcasts, or video series helps position your brand as an industry thought leader. You can create in-depth discussions on topics relevant to your audience and demonstrate expertise in your field.
   • Example: If you’re in digital marketing, offering a monthly webinar on “How to Leverage Social Media Algorithms for Maximum Engagement” can attract business owners eager to improve their digital presence.
4. SEO and Content Optimisation
   Maximising the value of owned media often starts with good SEO. By targeting longtail keywords—specific phrases that your audience is likely to search—you can increase visibility and drive organic traffic to your site.
   • Tip: Research keywords relevant to your industry and ensure that your blog posts, product pages, and even newsletters incorporate these terms naturally.
   • Example: A local bakery might target keywords like “best custom cakes in Lagos” or “healthy pastries in Oyo” to attract customers searching for those products.

Key Takeaways: Why Owned Media Matters to Your Business

• Long-Term Investment: While paid ads provide short-term gains, owned media builds brand authority and credibility over time.
• Cost Efficiency: Once set up, your owned media channels don’t require constant financial input like PPC campaigns.
• Control Over Messaging: With owned media, you shape the narrative around your brand. There’s no third-party algorithm affecting the visibility of your content.
• Audience Engagement: Owned media allows for more direct and personalised engagement with your customers.

Getting Started with Owned Media Today

To start building your owned media strategy, focus on consistency and quality. Update your blog regularly, at least twice a week. Invest time in creating engaging email content, and explore new formats like podcasts or webinars to deepen your connection with your audience.

Owned media is more than just a buzzword—it’s the cornerstone of a robust marketing strategy. By investing in your owned channels, you create a sustainable platform for growth and ensure that your brand’s voice is heard loud and clear.

Slvr Wlf Digitale understands the science of using owned media to organically grow the digital presence of clients. Why not reach out to us today and get a free diagnosis of your communication strategy? We can help you determine your owned media’s state of health and suggest how you can organically grow your online presence. This in turn will mean more growth for your business.