Why Owned Media Should Be the Heart of Your Marketing Strategy

In a world dominated by social media platforms, it’s easy to forget one SUPER important fact: you don’t own your social media accounts. Algorithms change, platforms disappear, and trends come and go. But your owned media—your website, email list, and blog (among other things) - gives you control over your message, your audience, and your growth.

Owned media isn’t just a safety net; it’s the foundation of a resilient marketing strategy. Here’s why it matters and how you can prioritise it in your business.

What on Earth Is “Owned Media”?

Owned media refers to the channels and assets you have complete control over. Unlike social media or paid ads, owned media isn’t subject to the whims of third-party platforms. Examples include:

• Your website: The home base for your business, where clients and customers can learn about you and your offerings and engage with you.

• Your email list: A direct line to your audience, free from algorithms and outside control. The better this is the more resilient your marketing is.

• Your blog: A space to share your expertise, build authority, and improve your SEO.

Why Owned Media Matters

1. You Control the Narrative

On social media, your reach and visibility depend on algorithms, which often prioritise paid content. With owned media, you control how your brand is presented, ensuring your message isn’t diluted or overshadowed by trends.

2. It’s a Long-Term Asset

Social media platforms come and go, but owned media is yours to keep. A well-maintained website or email list continues to generate value for years, creating stability in an ever-changing digital landscape.

3. You’re Not at the Mercy of Algorithms

Imagine spending months building a loyal following on a platform, only to have algorithm changes slash your reach. With owned media, you don’t have to fight for visibility—you decide when and how to communicate with your audience.

4. It Supports All Your Other Marketing Efforts

Your website, email list, and blog amplify your social media and paid ad strategies. Social posts and campaigns are great for visibility, but owned media ensures your audience has a clear path to learn more, connect, and take action.

5. It Builds Trust and Authority

A strong website and valuable email content signal professionalism and credibility. When your audience knows where to find you and trusts the resources you provide, they’re more likely to choose your business.

How to Prioritise Owned Media in Your Marketing Strategy

1. Build a User-Friendly Website

• Your website is your digital storefront. Make sure it’s visually appealing, easy to navigate, and designed to convert visitors into clients or customers.

• Include clear calls-to-action (CTAs) that guide visitors to the next step, whether it’s booking a service or joining your email list.

• Optimise for mobile devices to ensure a seamless experience for all users.

2. Grow Your Email List

• Email marketing gives you a direct, personal connection with your audience. Start building your list by offering valuable freebies, like templates, guides, or checklists, in exchange for sign-ups. Let me know if you need ideas!

• Send regular newsletters with updates, tips, or exclusive offers.

• Segment your list to ensure the right messages reach the right people.

3. Create High-Value Blog Content

Your blog is a platform to showcase your expertise and improve your search engine rankings. Focus on creating content that answers your audience’s questions or solves their problems.

• Use SEO best practices to help your blog posts reach more people.

• Repurpose your blog content into social media posts or email newsletters.

4. Use Social Media to Drive Traffic to Owned Media

Instead of relying on social media as your primary marketing channel, use it to direct traffic to your website or email list. For example:

• Include links to your blog or free resources in your posts.

• Use Instagram Stories or TikTok videos to highlight your website’s offerings.

While social media and paid ads absolutely have their place in a marketing strategy, they shouldn’t replace the foundation that is owned media (and you should get the foundations right first anyway to get better bang for your buck). The basis of your foundations and owned media is your website, email list, and blog which give you the control and stability you need to build a lasting relationship with your audience.

If you want to strengthen your owned media strategy? Start by optimising your website, growing your email list, and creating content that connects. Your future self—and your business - will thank you.

Need help building your owned media strategy? Let’s chat! From website design to email marketing guidance, I’m here to help you create a foundation that works for you.