Effectively Leverage Owned Media for Content Promotion

leverage owned media for content promotion

promote content across owned media Last week we covered paid media as one third of an integrated approach to content promotion. Although paid opportunities are great for reaching a broader audience, they can also be an expensive approach. Thankfully, owned media can lend a helping hand.

In this post, we briefly explore what owned media is and offer eight quick-fire tips for leveraging relevant platforms effectively.

What Is Owned Media? 

Owned media refers to all branded profiles, resources, and venues created, owned, and controlled by a company or its agents. This avenue of promotion is not entirely free since someone still has to create and maintain a steady flow of content, but a brand can generate and deliver a message on its own terms.

Examples include:

  • Company and brand websites;
  • Company and brand blogs;
  • Social media profiles and brand pages;
  • Email newsletters;
  • Apps;
  • Webinars;
  • Videos;
  • Press releases;
  • Brochures;
  • In-store visual displays and merchandising;
  • And other permission marketing assets. 

It requires time and effort to build a following on owned media, but it is an essential part of attracting prospects and acquiring new clients.

The Benefit of Content Promotion Across Owned Media 

Perhaps the biggest pull toward owned media for content promotion is the ability to maintain complete control. From deciding what type of content to publish, when to publish it, and how often to publish it to controlling how it’s structured, how it’s displayed within a branded page, and how consumers interact with it, a business has complete authority over every aspect. With that in mind, it’s important for a brand to wield its power wisely. The following pointers can help.

8 Quick-Fire Tips for a Success 

8 quick fire tips for owned media content promotion The success of a brand’s promotional campaign across owned media relies on the business’s ability to form long-lasting relationships with consumers. Therefore, the aim should be to develop emotional engagement rather than publish promotional content. This is where the 80/20 rule of content comes into play. In other words, 80 percent of your content should be interesting, relevant, and customer-centric while 20 percent of your content should be interesting, relevant, and brand-centric. Along with applying this simple principle, you can use the following eight quick-fire tips to boost your effectiveness.

1. Be Consistent In Tone and Style

Whether they’re on your website, blog, or social media profiles, it’s crucial to create a cohesive experience for consumers. Therefore, your branding and messaging should be consistent in tone and style across all platforms.

2. Create Connections between Owned Media

Most channels allow you to link various sites and profiles to one another. For example, links on your website and blog can point readers to your social media profiles and vice versa. This gives you an opportunity to keep consumers within an interlinked network of branded content and pages.

3. Find Ways to Promote Content in A Platform-Native Way

The way in which you promote your content across owned media will depend on the platform. Let’s say, for instance, that you’re promoting a free whitepaper. While you might create extracts for your social media updates, you might decide to elaborate on certain statistics or information contained within the download for a blog post. If you’ve created relevant images, you might choose to promote those instead. The key is to find interesting and unique ways to promote your content across all owned platforms without giving too much away. Be sure to link all materials back to the original, as well as drive distribution from the source page through tools like Twitter Cards.

4. Update Your Assets Regularly Update Your Assets Regularly

Frequent sharing not only establishes a strong presence for your brand and keeps it top-of-mind, but it also ensures consumers regularly come back for more.

5. Post Relevant Content That Belongs To Others

Useful, interesting information does not need to be self-promotional. If you provide valuable, relevant content, you will drive traffic to your owned media assets, so make sure you’re not explicitly promoting your brand in every piece you publish.

6. Let Consumers Drive Your Content Ideas

There’s no reason you can’t crowdsource blog or ebook topics, or even let readers weigh in on key questions, without giving up full control of the message. Be prepared to let your consumers drive content ideas and conversations on your owned media. You may just learn something about your target audience you wouldn’t have otherwise known.

7. Be Sure To Interact

Increasing loyalty and building solid customer relationships requires two-way communication. Make sure those interactions are positive and that you respond quickly when consumers reach out to you.

8. Optimize Your Social Media Updates Properly

Optimization tactics can help boost your exposure. Be sure you include relevant account tags, hashtags, and links when appropriate.


Ultimately, you want to become an asset to your target audience, which is exactly what owned media allows you to do. The best part is that you have full control over these platforms, so the ball is in your court when it comes to promoting your content. Learn how to leverage owned media effectively because it offers some of the easiest and cheapest promotional opportunities you’ll find.


In what unique ways do you use owned media to promote your content? Perhaps you have additional tips you’d like to add to our list. Weigh in on the conversation by posting your thoughts below. 

Shawn Manaher

Shawn Manaher is the founder and CEO of The Content Authority. He's one part content manager, one part writing ninja organizer, and two parts leader of top content creators. You don't even want to know what he calls pancakes.

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