Maximizing Owned Media: Tips and Strategy for Small Businesses in 2024

What is owned media?

Owned media refers to the channels and content that a business has complete control over. This includes the content on your website, blog, social media profiles, email campaigns, and any other content that you create and distribute through your own channels.

7 types of owned media

1. Marketing and product page content

This includes the content on your website that showcases your products or services, as well as any marketing copy that you create to promote them.

2. Blog content

Blogs are a great way to provide valuable information to your audience, establish your expertise, and improve your search engine rankings.

3. Resource center content

Resource centers are a valuable asset for businesses to provide in-depth information, guides, and resources related to their industry or products.

4. Social media posts

Your social media profiles are a key part of your owned media strategy. Your posts are a direct line to your audience and can be used to promote your other owned media channels.

5. Email marketing campaigns

Email is a powerful owned media channel that allows you to directly communicate with your audience. It’s a great way to nurture leads and drive sales.

6. In-app content

If you have a mobile app, the content within the app is also considered owned media. This could include in-app messaging, notifications, and other content.

7. Direct mail

While it may seem old-fashioned, direct mail is still a valuable owned media channel for many businesses. It allows you to directly reach your audience in a physical form.

What does an owned media strategy look like?

1. Set campaign goals

Before creating any content, it’s important to define your goals. Are you looking to increase brand awareness, drive sales, or educate your audience?

2. Do audience and market research

Understanding your audience and the market is crucial for creating content that resonates. This includes researching keywords, understanding your audience’s pain points, and analyzing your competitors.

3. Craft a content strategy

Once you have a clear understanding of your goals and audience, it’s time to create a content strategy. This should outline the types of content you’ll create, the topics you’ll cover, and how you’ll distribute and promote it.

5 tips for owned media success

1. Optimize content for search engines

Utilize SEO best practices to ensure that your content is easily discoverable by search engines and your target audience.

2. Standardize your content creation process

Develop a standardized process for creating and publishing content to ensure consistency and quality across all channels.

3. Cross-promote content

Promote your owned media content across all your channels to maximize its reach and effectiveness.

4. Publish in multiple formats

Repurpose your content into different formats such as videos, infographics, and podcasts to appeal to different audience preferences.

5. Post guest content

Invite industry experts and influencers to contribute guest content to your channels to provide valuable insights and expand your reach.

Owned media FAQ

What are some business advantages of focusing on owned media?

Focusing on owned media allows businesses to have complete control over their messaging, build brand authority, and nurture direct relationships with their audience.

What is the difference between earned media and paid media?

Earned media refers to publicity gained through promotional efforts other than paid advertising, while paid media refers to any form of advertising in which a business pays for space or time on a platform.

What is an example of owned media?

An example of owned media is a company’s website, as the business has complete control over the content and messaging displayed on the site.

What is the goal of earned media for small businesses?

The goal of earned media for small businesses is to increase brand awareness, build credibility, and generate positive word-of-mouth through media coverage, customer reviews, and social shares.