What is owned media — and how to capitalize on it

Definition: Owned media comprises digital marketing channels that a company exercises complete control over, such as their branded website and social media. Improving upon and leveraging owned media efforts often increases the effectiveness of paid media and earned media for online businesses.

Owned media includes:

• Email marketing campaigns such as company newsletters.
• Blogs and other owned content. Content marketing efforts can be either owned or earned, and sometimes a combination of both.
• Social media posts including Facebook, Instagram and Twitter. Other social media — such as shares, comments, and retweets — falls under earned media.

Owned media leads to earned media

While owned media has its effects on consumers' purchasing behaviors - 78 percent of people said companies' posts on social media impacted their buying, according to Invesp - businesses can also increase their lead and conversion rates by investing in paid and earned versions.

Earned media has been found to be 88 percent more trustworthy to customers than owned media alone — and the first step to gaining earned media is steadily producing effective owned media. With an alluring website and compelling content, online publications and social media users take notice.

Why online businesses start by focusing on owned media

Owned media is the building block for online marketing efforts, due to:

• Control: No worrying about whether an ad was displayed or if a campaign
• Reach: Targeted social media posts and content that aims to rank for long-tail keywords can expand a business' reach quicker than other forms of media.
• Longevity: as content never truly disappears on social media.
• Versatility: businesses can post a variety of content on their pages.
• Cost efficiency: owned social media is free to use.