What Is Owned Media In Digital Marketing?

Owned media is a crucial component of digital marketing that involves creating and sharing content on platforms that are owned and controlled by a business. This can include a company website, blog, social media channels, email newsletters, and more. In this article, we will explore what owned media is, and how it is used in the digital marketing landscape.

According to a survey by Content Marketing Institute, 81% of marketers use owned media as a part of their content marketing strategy. Additionally, a report by HubSpot found that businesses with blogs generate 55% more website visits than those without a blog, highlighting the importance of owned media in driving traffic and engagement.

How Owned Media Works: Owned media is created and controlled by the business, allowing them to publish content and messaging on their own channels without the need for paid advertising. This content can include blog posts, videos, social media updates, and more. By creating valuable and relevant content, businesses can attract and engage with their target audience, driving traffic to their website and building brand awareness.

Examples of Owned Media: Some examples of owned media include:

1. A company website: A website is a hub for owned media, providing a platform for businesses to share information about their products and services, publish blog posts, and engage with their audience.

2. Social media channels: Social media platforms such as Facebook, Twitter, and LinkedIn provide businesses with a way to connect with their audience and share updates and content.

3. Email newsletters: Email newsletters provide businesses with a way to communicate with their audience directly, sharing updates, promotions, and other relevant content.

Benefits of Owned Media: Owned media provides several benefits for businesses. These benefits include:

1. Control: Businesses have complete control over their owned media channels, allowing them to publish content that aligns with their brand and marketing goals.

2. Cost-effective: Owned media is typically less expensive than other forms of advertising, making it a cost-effective way to reach and engage with a target audience.

3. Increased engagement: Owned media allows businesses to connect with their audience on a deeper level, building trust and loyalty through valuable content and interactions.

4. Long-term benefits: Owned media provides long-term benefits for businesses, as content published on owned media channels can continue to drive traffic and engagement over time.

Conclusion: Owned media is a crucial component of digital marketing, providing businesses with a way to connect with their audience and share valuable content without the need for paid advertising. By creating and sharing relevant and engaging content on owned media channels, businesses can attract and retain their target audience, driving traffic and building brand awareness. As digital marketing continues to evolve, owned media is projected to remain a key component of successful digital marketing strategies.