What is Owned Media?

Owned media refers to all the digital marketing channels a company controls, including websites, blogs, mobile apps, social media pages, emails, newsletters, and whitepapers. It is essentially a form of corporate self-publication that allows businesses to independently manage and distribute their content.

Unlike paid media or earned media, owned media’s strength relies on the direct relationship between the company and its audience – it’s where a brand can have complete governance over its content, message, and the way it is delivered.

Formula

Owned Media (OM) is not constructed traditionally by a formula, but measured by combining key performance indicators (KPIs) such as page visits, bounce rate, session duration, engagement, social media followers, subscription rate, and conversion rate.

Example

Nike’s Run Club app is an excellent example of owned media, enabling the company to consistently interact with its audience, offering personalized training plans, and thus boosting customer engagement and promoting their products.

Why is Owned Media important?

Owned media plays a critical role in building brand awareness, loyalty, and customer engagement. The benefits include:

• Control: Companies have complete control over what information they want to disseminate, how to do it, and when.
• Cost-Effective: Unlike paid advertising, owned media requires lesser investment.
• Trust Building: Quality content can earn the trust of potential customers, driving conversions.
• SEO: Regularly updated owned media effectively improves your SEO rankings.

Which factors impact Owned Media?

There are several strategies to enhance owned media assets:

• Content Quality: Create high-quality content that resonates with your audience and reflects your brand’s voice.
• User Experience: Ensure a smooth, responsive, and easy-to-navigate platform.
• SEO: Optimize content with relevant keywords to improve visibility in search engine results.
• Engagement: Regularly interact with your audience by promptly addressing their queries and concerns.

How can Owned Media be improved?

Factors Impacting Owned Media:

• Quality of content.
• The frequency of content updates.
• Overall user experience.
• Broken links or technical glitches.
• SEO optimization level.
• Brand reputation.

What is Owned Media’s relationship with other metrics?

Owned media acts as a cornerstone for most other ecommerce metrics. A well-structured owned media can lead to improved SEO rankings, increased website traffic, and higher customer engagement – factors that collectively influence conversion rates and ultimately impact the overall sales and profits. Owned media is also an integral part of digital marketing as it supports other strategies like paid and earned media.