Own Your Owned Media

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In my formative years, I wanted to be a journalist and I wanted to tell the world every story I could find… I was fired in my junior year as editor and chief of the Fort Lewis College Independent. Back then, the only way to communicate a message was through traditional media. I was born ten years too early.

Social media and other online channels have become the hotbed of controversy and education.  Communication has shifted into a time and place where every individual or can be his or her own broadcaster. Every person can have his or her own network. The opportunities for individuals and businesses are immense.. The shift to mobile, social media and video has created a vacuum. Both individuals and brands can now own their own media, which is completely in their control.

What is owned media?

According to HubSpot,  owned media refers to the channels that your brand controls. This includes your website, blog, email, social media and video. According to Nielsen, 85%of consumers seek out trusted expert content when considering a purchase.

Other owned content includes info graphics, e-books, white papers, and case studies.

There are many advantages to owned media. You have complete control on the content, its free or relatively low cost  if you hire someone else to do it, it can speak to the specific needs of your audience, its measurable through analytics and it creates a personality for your brand. Also, content contributes to having your customers find your site or your content through better search optimization. This weighs heavily on Google’s measures of credibility.

Here are 6 factors for a successful owned media effort

  1. Never forget fundamental branding principles.

    They still apply in today’s environment. Your brand strategy is just incorporating new tactics. Instead of telling people about your brand, demonstrate with content, stories and examples. Your target group is still in place. Tailor content and the choice of social media avenues to your audience. For instance, if you are reaching out to Millennials, Snapchat or Instagram are excellent choices. But if you are looking for baby boomers, you will find plenty on Facebook. While Millennials will likely share and respond to content, boomers might be more likely to just read and absorb it.

  2. The power of video is at your fingertips or on your quality mobile device.

    Integrate video with the rest of your strategy. You can publish video on your website, social media and post on YouTube. We had a plastic surgeon client who created a whole campaign around a free surgery he did for a woman who lost 150 pounds. He did the skin tightening, breast augmentation and tummy tuck surgery at his own expense. But he was able to make it resonate as a viral news piece through video along with good old school public relations. He ended up getting hundreds of thousands of dollars of media from around the world. She happened to be a socially media savvy patient from New Zealand, which definitely didn’t hurt. She posted the story on her channels , as well.  Now the doctor is so busy, he moved all his marketing in house and is booked many months out.

  3. Tell your story with Info graphics.

    Info graphics are a way to show a number of facts and numbers visually. Whenever we do a media profile for a client, we use this method to tell a story. This can be used for almost any business and can be an important part of your website, social media or blogging efforts. Here is an example of one we had done to show the success of Fulton Homes and their new digital campaign.research

  4. Push out information to current clients with email.

    This will help them stay connected and let them know when you have new products and services. I have a homebuilder who pushes out email blasts to 100,000 of his opt-in data base. He spends $400 every time he does this. And he always gets a great response.

  5. Become an avid blog reader.

    There is so much content to help you keep up with current trends. Google it or search on YouTube. It’s all at your fingertips. There are also news feeds like Flipchart that combine blogs by subject. It can give you ideas on how to frame blogs that affect your clients.

  6. Promote blogs with email and social media to develop better readership.

    This includes Facebook and LinkedIn. Publish blogs on your website, as well as your videos and info graphics. Tease a fact and then link to a blog on your website. This has the added benefit of building web traffic.

Owned media is an asset for your business that is completely in your control. Use it wisely and it will be an investment that pays off now and into the future.


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Rosaria Cain is CEO of knoodle and advises clients in health care, real estate and manufacturing in strategy, content, creative, paid media and digital.

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