If you’re running a business in today’s digital world, you’ve probably heard the phrase “content is king.” But here’s the twist: not all content is created equal. Some of it reigns supreme, while other pieces barely make it past the court jester stage. The supreme marketing version is owned content marketing!
This blog is all about the royal jewel of digital marketing—owned content or media owned.
Not only will we break down what owned content is, but we’ll also serve up seven juicy tips on creating high-quality pieces that attract attention, keep audiences engaged, and convert curious onlookers into loyal customers with owned media content marketing.
Ready? Let’s dive in.
What Is Owned Media Or Content?
Owned content is the stuff you create and control—your website, blog posts, email newsletters, eBooks, infographics, social media profiles, podcasts, and even videos.
Tired of the owned content vs earned content debate? The key difference between owned and earned media is:
- Owned content is what you create yourself.
- Earned content is what others create for you – without compensation.
So, owned content is the marketing real estate you own, as opposed to paid or earned media like ads or press coverage. Think of it as your brand’s home base.
To put it simply, owned content is like the garden in your backyard. You plant, nurture, and harvest it to feed your audience (and your business). And just like gardening, it requires effort, creativity, and some occasional weeding out of outdated stuff.
Neil Patel, a top dog in online marketing, says it best: “The more content you own, the less you have to pay to promote it.” In other words, owned content is an investment that pays off in spades when done right.
Owned Content Marketing – Creating Top Quality Content Owned
1. Know Your Audience Like Your BFF
Creating killer owned content marketing starts with knowing your audience. You wouldn’t throw a house party without knowing who’s coming, would you? (Hint: If you would, maybe rethink your hosting style.)
Get into their heads. What do they need? What keeps them awake at night? Are they die-hard TikTok fans or LinkedIn warriors? Use tools like Google Analytics, customer surveys, or even old-fashioned conversations to learn about their preferences.
Example: HubSpot, the inbound marketing guru, creates relatable, audience-specific content that feels like it was made just for you. Dharmesh Shah, HubSpot’s co-founder, says: “To create great content, you have to start by creating something that’s useful, interesting, and relevant to your audience.”
2. Plan Like a Pro (Or Hire One)
The secret sauce of stellar content? A solid plan. Think of it as a road trip; you need a map (or GPS—this isn’t the Stone Age). Start with a content calendar to schedule blog posts, social media updates, email newsletters, and videos.
Focus on consistency. Random posting might work for that one guy who goes viral accidentally, but for the rest of us, a regular schedule builds trust and anticipation.
Pro Tip: Use tools like Trello, Asana, or Notion to keep your plan organized. Gary Vaynerchuk, aka Gary Vee, swears by strategic planning: “The more content you create, the more it feeds the machine. But you’ve got to know what your audience wants first.”
3. Be a Storyteller, Not a Salesperson
When it comes to content marketing owned media requires better thoughtfulness because it creates your long-term image. So, telling stories and building trust is what should be your top agenda!
Nobody likes a pushy salesperson—online or in person. But everyone loves a good story. We’re wired for it. Instead of shouting about how awesome your product is, show it through engaging narratives.
Tell the story of how your product helped a customer solve a problem or how your business came to be. Stories create emotional connections, and emotions drive decisions.
Example: Think of Apple. They don’t just sell gadgets; they sell innovation, simplicity, and creativity. Steve Jobs famously said: “The most powerful person in the world is the storyteller.”
4. Focus on Quality Over Quantity
One of the benefits of owned media is that when you focus on quality you make a good name for yourself. Sadly, the opposite is also true, so you need to be careful. It’s tempting to churn out content like a factory, but let’s not confuse speed with quality.
A well-researched, beautifully written article will always outperform ten rushed ones.
Invest in creating content that’s educational, entertaining, or inspiring. Whether it’s a blog post, a video tutorial, or an infographic, make sure it delivers value.
Example: Moz, a leader in SEO tools, nails this with their in-depth guides. Rand Fishkin, Moz’s founder, once said: “Great content isn’t about your brand; it’s about your audience.”
5. Master the Art of Visuals
Let’s face it—nobody wants to read a wall of text. Spice up your content with visuals that pop. Photos, videos, GIFs, and infographics don’t just break up text; they boost engagement.
Platforms like Canva make it easy to create professional visuals without a graphic design degree. And if you’re camera-shy, consider animations or screen recordings to make tutorials or explainers.
Example: Think of Buzzfeed. Their visual-heavy content keeps readers scrolling (and sharing). As Guy Kawasaki says: “If you want to get more engagement, use pictures. A picture really is worth a thousand words.”
6. Optimize for SEO Without Sounding Like a Robot
SEO might sound intimidating, but it’s really about helping people find your content. Sprinkle keywords naturally into your writing, use descriptive headings, and don’t forget meta descriptions.
Google loves fresh, informative, and user-friendly content. The better your SEO game, the more likely your audience will stumble upon your owned content.
Example: Brian Dean of Backlinko is the SEO wizard we all need. His advice? “Optimize for humans first, search engines second.”
7. Engage, Analyze, and Iterate
When you talk about owned media in digital marketing, content creation isn’t a one-and-done deal. Engagement is key. Respond to comments, ask questions, and encourage shares. Treat your audience like you’d treat guests at a dinner party—listen, interact, and keep things lively.
Once your content is out there, analyze its performance. Use tools like Google Analytics, social media insights, or email open rates to see what’s working. Then tweak, refine, and do it again.
Example: Coca-Cola’s Share a Coke campaign is a masterclass in engagement. They listened to their audience, personalized the experience, and created a viral sensation.
Keep It Fun, Fresh, and Focused – Owned Content Marketing
The secret to creating owned content that converts is simple: put your audience first. Know them, plan for them, and create with them in mind. Add a sprinkle of storytelling, a dash of visuals, and a whole lot of engagement, and you’ve got a recipe for success.
Remember, your owned content is your business’s voice. Make it bold, make it genuine, and make it unforgettable. Because in the world of digital marketing, the crown goes to those who own their content like royalty.
Now go out there and start creating!
