What Is Owned Media and Why Is It So Important?

By Indeed Editorial Team

Updated November 16, 2021 | Published February 4, 2020

Updated November 16, 2021

Published February 4, 2020

A company's owned media encompasses all their controlled media online. Owned media is an essential component in establishing a brand and finding new clients. Your owned media should be used alongside earned and paid content to create a media strategy to maximize engagement and income generation. In this article, we explain what owned media is, its advantages and how to create a media strategy to generate traffic to your owned media.

What is owned media?

A company's owned media is all the content the company is responsible for creating and maintaining. While a brand's digital owned media once consisted largely of the company's website and little else, on the modern internet there are many other elements to owned media. Email campaigns are a popular way to stay in touch with clients or to find new clients using email addresses gathered from advertising funnels with opt-in boxes. Most companies now also maintain social media profiles, and some also have video channels. All these additional media accounts are classified as owned media.

Related: Learn About Being a Web Designer

What does owned media include?

A company should develop a diverse portfolio of owned media to maximize the ability to catch the attention of potential customers. Whichever avenues of owned media your company pursues, it's important that they all fit into a larger branding and marketing plan. You can differ tone and style according to the platform and audience. What is necessary to get the most out of your owned media is for all actions you take across all platforms to be deliberate pieces of your overall strategy.

Popular forms of owned media include:


Your company's website is the most important part of your owned media, as it is often the first thing potential customers will see. A well-designed webpage will provide your visitors with any information they may be seeking from your company, the specifics of which can vary based on the type of company you run. For a sales company, for example, an online store should likely be included to allow for online sales, while a contractor's site may simply have pages listing the different services available, customer reviews and information on how to schedule a consultation. Whatever your industry, the goal of your website should be to increase your revenue by providing your visitor with everything they need.

Social media

Companies with social media accounts are nearly as common as websites now, and so your company should take advantage of this opportunity to create engaging content and grow your company's brand. As with your website, the content you post should be in line with your company branding and identity. Social media is one of the most rapidly expanding arenas for marketing.

Media channels

Other media channels are another way to expand your branding, both to find new customers and to build loyalty with the customers you already have. One of the most popular ways to develop a media presence is using a video channel on a video streaming platform. In addition to the potential of monetizing your channel should you build a large enough following, you can also use it to host videos promoting your company. These videos act as direct advertising and can provide valuable search engine optimization. Although not applicable to all industries, podcasts are another popular channel that companies can pursue to tell their story and build a larger, more dedicated audience.

Email lists

You can use multiple mailing lists to increase engagement with potential clients. If you're running marketing funnels to draw in clients, you can take advantage of opt-in requirements to gather email addresses. In addition to running a list for existing clients, these leads can go in a separate list for potential clients. By combining email lists with an automated mailing system, your business can write a set of emails designed to maximize engagement with prospective clients, then set it up to automatically trigger for anyone who opts in with their email address.


Although print media is diminishing in importance, some companies still maintain a physical newsletter they mail to customers. As with an email list, a newsletter provides a company with the ability to send messages to clients where the company has full control of the message being sent.

Related: Writing a Cold Email: Guide and Examples

Advantages of owned media

The benefit of your owned media is that it is entirely within your control. Because you are responsible for all content on your owned media, it gives you complete control over the message that is delivered, at no additional cost.

Paid media also gives control of the message being delivered, and earned media doesn't cost, but only your owned media provides both of those advantages.

Developing a cohesive branding and marketing strategy for your company is important, and your owned media is the central core of any effective strategy because of your ability to change it to match whatever you need in order to achieve your goals.

Generating traffic to owned media

Owned media is just one of the three types of media available for your company to take advantage of. In a well-executed marketing strategy, you should use the other media types to help raise traffic on your owned media accounts. This is accomplished in the following ways:

  • Paid media: When you spend money in order to get your content in front of potential customers, that is paid media. The most common paid media in modern marketing comes in the form of digital advertising, most commonly on social media platforms. The most popular approach to advertising on social media is to use engaging videos that catch the attention of browsers and stops their scrolling. In addition to advertisements that lead directly to sales pitches, you can use paid media both to raise brand awareness and to drive traffic to your owned media to provide further information to potential customers.

  • Earned media: Anytime your business is promoted or referenced in media you neither control nor pay for, that is earned media. It can take multiple forms, including social media posts, news coverage and even word-of-mouth recommendations. Although earned media rarely points directly to sales pages, unless it is a post sharing a deal you are advertising, it is common for it to include links to your website or social media account. A primary goal of the owned media on your social media accounts is gaining earned media in the form of shares and reposts. The more people are talking about your company, the more attention will be on your owned media where you can control the messaging.

When you use your paid and earned media cohesively with your owned media, you can generate a maximum benefit out of all three.

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How to combine media types in one strategy

In an effective media structure, your owned media works in harmony with earned and paid media to create a set of media that presents your company how you want it to be seen, then maximizes the number of people seeing that media. To build a successful strategy, you can:

  1. Analyze your needs. The first step in generating effective owned media is to take an assessment of what your goals with each branch of media are. This may mean having different goals and tones across different platforms, all in service of the same larger goal.

  2. Find your audience. In order to develop effective content on your owned media, you need to know who you are targeting. What appeals to a teenager is typically very different than what will catch the attention of a middle-aged parent. Every individual piece of media you create should be made with a target demographic in mind. Targets can be as broad or specific as necessary for the content.

  3. Create your content. Once you know what your goal with a piece of media is and who you are targeting with it, you can create your content. Use your needs and audience as a guide to direct your content creation. If needed, consider hiring an outside contractor to assist, such as a professional copywriter to provide the written material for your company website.

  4. Optimize your media. Generating earned media from your owned media should be a part of any media strategy. This takes multiple forms, most notably through search engine optimization techniques to ensure your website ranks highly for the most relevant keywords, and on social media with posts which viewers will want to share, thus expanding your reach without having to pay for it.

  5. Promote your owned media. A digital marketing campaign is an excellent way to attract more visitors to your sites. It's possible to use all three forms of media by creating an engaging advertising video linking to your site, which is so entertaining that it gains natural shares in addition to your paid reach. With that one piece of media, you provide attention for your owned media as a result of both earned and paid media.

  6. Analyze the results. No matter how well-planned your media strategy is, you should take time to review its success. Pay attention to your performance metrics and look for signs that your efforts are producing improved results. Even if your business picks up as a result of your media plan, you may still be able to find areas where you are successful to tweak your plan and improve performance even more.

  7. Refine your approach. Once you have examined your analytics, you can identify areas where your current plans are not working and make changes to improve your overall performance. You should constantly look for ways to improve the performance of your owned media in order to keep up with the latest trends.

Keeping your owned media functioning at its best can take consistent work, but it can be invaluable. Controlling the messaging around your company is a critical part of presenting your best pitch to prospective customers and expanding your client base

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