Read Part 1 of our blog about “What is Owned Media?”
How to Get the Most Out of Owned Media
You don’t need a massive team or budget to make owned media work—but you do need to be smart and intentional. Here are some real-world, no-fluff tips to help you get better results.
1. Think SEO from the Start
If you’re going to create content, make sure people can find it. Use keyword research to figure out what your audience is searching for, then build content around those terms.
Add meta descriptions, headings, and internal links. And don’t forget to optimize images and structure your content so it’s easy to skim.
A well-optimized blog post is like a digital billboard that works for you round the clock—without paying rent.
2. Keep It Consistent
Publishing regularly isn’t just about frequency—it’s about dependability. Whether it’s once a week or once a month, stick to a schedule your audience can count on.
Use an editorial calendar to plan your posts, email newsletters, and updates. This keeps you on track and helps you avoid scrambling for last-minute ideas.
Consistency builds brand trust. Random bursts of content don’t.
3. Watch the Numbers
If you're not tracking performance, you’re guessing. Use tools like Google Analytics, email dashboards, or even basic social insights to figure out what’s working.
See which blog posts get the most traffic, which newsletters get the most clicks, and where people drop off on your site. Let that guide your future content—not just a hunch.
If something works, double down. If it doesn’t, change it.
4. Promote Your Content
Even the best content can flop if no one knows it’s there. Share your blog posts on social media. Feature your white papers in email campaigns. Link to your videos in newsletters.
If something is performing well organically, consider boosting it with a small ad budget to reach more people. A little amplification can go a long way.
5. Don’t Let It Get Dusty
Old content can be valuable—but only if it stays fresh. Go back and update your top-performing posts every few months. Add new stats, refine language, and make sure links still work.
A refreshed blog post can regain traction in search engines and re-engage readers who missed it the first time.
6. Make It About Them, Not You
The most successful owned content speaks directly to the audience’s needs, not just your brand’s agenda. Instead of pitching your services, solve problems. Answer common questions. Share useful how-tos.
People don’t come to your blog or sign up for your newsletter to hear how great you are—they come to learn something, fix something, or feel understood.
How to Know If Your Owned Media Is Actually Working
You’ve built a blog, created email campaigns, launched a resource library—great. But now what?
The real value comes from knowing what’s performing and what’s not. Tracking the right metrics helps you focus your efforts, make better decisions, and keep improving over time.
Here’s what to look at across your main owned channels:
1. Your Website
Your site is your home base. Here’s how to tell if it’s doing its job:
Unique Visitors: Are more people showing up over time?
Bounce Rate: Are they staying and clicking—or leaving right away?
Time on Page: If people spend time reading, your content is hitting the mark.
Conversions: Are they signing up, downloading, or contacting you?
High bounce rates or short time on site might mean your content isn’t matching what visitors expected—or needs a refresh.
2. Email Campaigns
Email is still one of the best ways to engage your audience directly. Key metrics to watch:
Open Rate: Are your subject lines making people curious enough to click?
Click-Through Rate (CTR): Are they taking action after opening?
Unsubscribes: Are you sending too often—or not being relevant?
Consistently low open rates might mean it’s time to test new formats, subject lines, or timing.
3. Social Referrals
If you're sharing owned content on social platforms, track how it performs:
Shares, Comments, Likes: Good signs of engagement
Link Clicks: Is your post actually driving people to your site?
Referral Traffic: Do people who click stick around?
If your content isn't performing on social, the issue might be timing, tone, or relevance—not necessarily the content itself.
4. Conversions
All roads should lead somewhere. Whether it’s a contact form, a product page, or an ebook download—measure what happens after the click.
Use conversion tracking to connect your content to real business goals: leads, signups, sales, or whatever action matters most to you.
Tools That Make It Easier
You don’t have to measure everything manually. Here are a few tools that can do the heavy lifting:
Google Analytics: Still the gold standard for tracking how people find and use your website. Helps identify traffic sources, behavior flows, and conversion rates.
Email Platforms (like Mailchimp or HubSpot): These give you detailed reports on what’s working in your campaigns—and where you’re losing interest.
Social Scheduling Tools (like Buffer, Hootsuite, or Sprout Social): These not only schedule posts but track engagement and trends across your platforms.
Heatmaps (like Hotjar or Crazy Egg): Want to know where people actually click on your site? These tools visualize it in real-time.
Optimization Starts With the Data
Once you’ve got the numbers, the real work begins. Here's how to act on what you learn:
Update your top-performing posts with new insights, stats, or links to keep them ranking.
Kill or consolidate weak content that gets no traffic or engagement.
Test new formats—turn blog posts into videos, turn videos into social snippets.
Segment your email list so you're not sending the same message to everyone.
Double down on topics that generate results and trim what doesn’t.
The goal isn’t just more content. It’s smarter content that actually does something.
Final Thoughts: Why Owned Media Still Rules
Owned media isn’t about going viral or gaming algorithms—it’s about building something solid. It gives you a direct line to your audience, a space to tell your story your way, and a long-term tool for growth that doesn’t depend on ads or trends.
When done well, owned media becomes your most powerful, consistent, and cost-effective channel. It builds trust, positions you as an expert, and supports every other part of your marketing strategy.
So whether you’re just starting a blog or rethinking your email strategy, don’t underestimate the power of what you own. When your content is thoughtful, well-structured, and genuinely useful, people will come—and they’ll stay.
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