Imagine a potential customer hearing about your brand and searching for you online. They land on your website, explore your blog, or sign up for your newsletter. Every click brings them closer to understanding your expertise and trusting what you have to offer.
That’s the power of owned media. It’s the digital space where your brand speaks directly to your audience, without distractions or limitations.
While paid ads can amplify your reach, your owned platforms offer a reliable space to demonstrate your expertise and build relationships that go beyond algorithms or fleeting trends. Keep reading to know more about owned media and how to maximize it to build lasting authority.
What is ‘owned media’?
Owned media refers to the channels and platforms that you fully control – your website, blog, email list, and even branded apps. Unlike paid media (ads) or earned media (PR coverage), these channels are assets you own outright.
In a world dominated by ever-changing algos and rising advertising costs, owned media offers stability. It ensures that your message reaches your audience without interference. This isn’t just about saving on ad spend but building something sustainable.
But what makes it such a valuable asset? Let’s unpack why owned media deserves to be the backbone of your authority-building strategy.
You control the conversation
Imagine hosting a party at someone else’s house. You’re limited by their rules, their space, and their timeline. Now, imagine hosting that party at your place. You decide the vibe, the guest list, and how long it lasts. That’s what owned media gives you – total control.
On your website, blog, or email list, you don’t have to fight for attention or worry about an algorithm shifting the spotlight. You decide what your audience sees, hears, and learns.
It pays off long after the work is done
Think about that blog post you wrote a year ago that still brings in traffic or the email campaign that keeps driving sales weeks after you hit send… Owned media works for you over the long haul.
Unlike ads that disappear once the budget’s gone, your owned channels keep delivering value as long as they exist.
It’s where trust is built
People don’t just buy products or services. They buy from brands they trust.
Owned media is your chance to show them why they should believe in you. Whether it’s a blog post that solves a problem, a case study that highlights your expertise, or a newsletter that consistently adds value, these moments build credibility. Over time, your audience starts seeing you as a go-to resource instead of just another option.
You can test, tweak, and experiment
Here’s the beauty of having your own platform: you can try new things without fear of penalties or restrictions. Want to launch a new type of content? Test a bold headline? Switch up your design? Go for it. If it works, great. If not, you can adjust without anyone pulling the plug. This freedom allows you to evolve alongside your audience’s needs.
It ties everything together
You can think of owned media as the hub for all your marketing efforts. Your social media posts, paid ads, and PR coverage all lead back to it. It’s where your audience goes when they want to learn more, take action, or engage with your brand on a deeper level.
Without this central hub, you’re scattering your efforts without giving your audience a clear place to land.
It gives you real insights, not just numbers
Every click, view, or share on your owned media tells a story. You can see what content resonates, what questions your audience is asking, and what keeps them coming back. These aren’t just metrics but clues about how to serve your audience better.
Unlike social platforms, where data often feels like a black box, your owned channels give you direct access to insights that actually matter.
Key owned media strategies to build authority
Owning media channels is a good start, but how do you turn them into authority-building powerhouses? The key lies in creating a deliberate strategy that transforms your platforms into resources your audience can’t ignore. Here’s how to do it.
Consistency is non-negotiable
Building authority means showing up regularly with value-rich, relevant content. Whether it’s blog posts, newsletters, or videos, consistency fosters trust. A predictable cadence tells your audience you’re reliable, while erratic posting undermines your credibility.
Optimize for user experience
Your website is your digital storefront. If visitors struggle to navigate through it, they’re unlikely to stay long, let alone trust your expertise. Focus on:
- Fast loading times: Nobody waits for an extremely slow site to load.
- Clear navigation: Make it easy for visitors to find what they need.
- Mobile-friendliness: A majority of global internet traffic comes from mobile. Ensure your platform works seamlessly across devices.
Craft a strategic content plan
Your owned media is only as strong as the content fueling it. Think of a content plan as your blueprint, and it goes beyond deciding what to publish, as it also entails creating a roadmap that aligns every piece with your audience’s needs and your authority-building goals.
- Understand your target audience. Identify who you’re speaking to – their challenges, goals, pain points. Tailor content that directly addresses their needs.
- Develop your brand voice. Define a consistent tone and personality for your content. Base it on your values to create a unique voice that resonates.
- Create a content calendar. Plan what to publish, when, and in what format. Include a mix of evergreen topics and trending content to stay relevant and engaging.
- Incorporate various content formats. Diversify your content with blogs, videos, podcasts, and infographics. Each format adds depth to your strategy.
How to leverage owned media to complement other channels
Owning your media channels is powerful, but their potential multiplies when used alongside paid and earned media.
These three pillars – owned, paid, and earned – are most effective when they work together to amplify your message. Here’s how you can integrate them for maximum impact.
Drive traffic to your owned media
Your owned media doesn’t exist in a vacuum. It needs an audience, and paid and earned channels can help you bring people in.
- Social media ads: Use targeted ads to funnel traffic to your blog, website, or email sign-up page. Make sure the content you promote is designed to engage and retain those visitors.
- Earned media shoutouts: When you gain PR coverage, interviews, or features, use that exposure to guide audiences back to your owned platforms. For example, link your website in a press release or highlight your blog in a podcast interview.
Repurpose content for broader reach
Your owned media is a goldmine for content repurposing. By adapting your best-performing assets for different formats, you can reach wider audiences while reinforcing your authority.
- Turn blog posts into social media carousels or infographics.
- Use newsletters as a source for YouTube video scripts or podcast topics.
- Compile related articles into a downloadable guide to generate leads.
Create a feedback loop
Apart from serving as a repository for content, owned media is also a hub for insights. Use it to test ideas, gather audience feedback, and refine your strategies.
- Track performance metrics: See which blog posts, landing pages, or newsletters get the most engagement.
- Incorporate feedback: Use comments, surveys, or email replies to understand what your audience values the most.
- Adjust your paid efforts: Align your ad campaigns with what’s proven to work in your owned channels.
Measure success and scale your owned media efforts
If you want your owned media to perform at its best, you need to know what’s clicking with your audience. Start by looking at the basics:
- Website traffic: Don’t just count visits. Dig deeper into page views, bounce rates, and how long people are staying on your site.
- Email stats: Pay attention to open rates, clicks, and unsubscribes. They tell you whether your content is hitting the mark.
- Content engagement: Use tools to see which blogs, videos, or resources are getting shared or downloaded the most.
Once you’ve nailed the basics, it’s time to think bigger. Repurpose your best content into new formats – a blog series could become an eBook or even a webinar.
Teaming up with others in your industry can also help. Guest blogs, podcasts, or co-hosted events introduce your brand to a wider audience and bring fresh energy to your owned media.
If you’re ready to save time, consider using automation for things such as email campaigns or scheduling social posts. It frees you up to prioritize creating value while keeping your channels running smoothly.
Your owned media can go from steady to unstoppable with the right insights and a bit of scaling.
Final Thoughts
Building authority comprises, for the most part, creating genuine value for your audience and putting in the work to establish yourself as a go-to resource in your field. While there’s no magic formula, the strategies we’ve covered here can set you on the path to long-term and sustainable success.
But merely knowing what to do and actually doing it are two very different things. It’s easy to get caught up in the day-to-day grind and let your owned media efforts fall by the wayside. That’s why it’s so important to stay focused on your goals and commit to consistently showing up for your audience, even when it feels like an uphill battle.
If you’re feeling overwhelmed or unsure of where to start, our team at Trelexa can help. We’ve worked with brands like yours. We know what works (and what doesn’t), and we’re here to guide you every step of the way. We’d love to chat about how we can help turn your owned media channels into your authority-building assets. Book a call today.