In the ever-changing digital landscape, relying solely on third-party platforms can be risky. Algorithm changes, platform shutdowns, and shifting trends can disrupt your content strategy overnight. That’s why it’s essential to focus on owned media. By taking control of your content and its distribution, you can build a sustainable, independent business that thrives no matter what. In this guide, we’ll explore why focusing on owned media is crucial and how you can implement strategies to achieve it.
What Does It Mean to Focus on Owned Media?
Focusing on owned media means prioritizing platforms and channels that you fully control, such as your website, blog, email list, or mobile app. Unlike rented spaces like social media platforms, owned media gives you complete control over your content, audience, and monetization.
For example, instead of relying on Instagram to reach your audience, you might focus on growing your email list or driving traffic to your blog.
Why Focusing on Owned Media Matters
Relying on third-party platforms can leave you vulnerable to risks. Here’s why focusing on owned media is crucial:
- Control Over Your Content: You own your content and decide how it’s distributed and monetized.
- Protection from Platform Changes: Algorithm updates or platform shutdowns won’t derail your business.
- Direct Relationship with Your Audience: You can build deeper connections without intermediaries.
How to Focus on Owned Media: A Step-by-Step Guide
Step 1: Build Your Own Platform
The foundation of focusing on owned media is having a platform you control. This could be a website, blog, or membership site.
Here’s how to get started:
- Choose a domain name and hosting provider.
- Use a content management system (CMS) like WordPress to build your site.
- Create a professional design that reflects your brand.
For example, if you’re a podcaster, create a website where you can host episodes, show notes, and exclusive content.
Step 2: Create High-Quality Content
As your own media company, your content is your product. Focus on creating high-quality, valuable content that resonates with your audience.
For example:
- If you’re a blogger, publish in-depth articles that solve your audience’s problems.
- If you’re a YouTuber, produce well-edited videos with actionable insights.
Step 3: Distribute Your Content Strategically
While you own your platform, you can still use third-party channels to amplify your reach. The key is to drive traffic back to your owned platforms.
For example:
- Share blog posts on social media with links to your website.
- Promote podcast episodes on Instagram and include a link to your site.
Step 4: Build an Email List
Email is one of the most powerful tools for focusing on owned media. It allows you to communicate directly with your audience and drive traffic to your owned platforms.
Here’s how to get started:
- Offer a free lead magnet (e.g., an e-book or checklist) to grow your email list.
- Send regular newsletters with updates, tips, and exclusive content.
- Use email marketing tools like ConvertKit or Mailchimp to automate your campaigns.
For example, if you’re a food blogger, offer a free recipe eBook in exchange for email sign-ups.
Step 5: Monetize Your Content Directly
As your own media company, you have multiple monetization options. Here are some strategies to consider:
- Memberships or Subscriptions: Offer exclusive content or perks for a recurring fee.
- Digital Products: Sell e-books, courses, or templates.
- Ads or Sponsorships: Partner with brands for sponsored content or ads.
- Affiliate Marketing: Earn commissions by promoting products you love.
For example, if you’re a fitness coach, you could offer a paid membership with exclusive workout plans and live coaching sessions.
Facts and Statistics on Owned Media
- Higher ROI: Businesses that prioritize owned media see a 3x higher return on investment (ROI) compared to those that rely on rented platforms.
- Better Engagement: Email marketing, a key owned media channel, has an average open rate of 21.5% and a click-through rate of 2.3%.
- Long-Term Growth: Websites with strong owned media strategies grow traffic 5x faster than those relying solely on social media.
Common Mistakes to Avoid
- Over-Reliance on Third-Party Platforms: Don’t put all your eggs in one basket. Diversify your distribution channels.
- Ignoring Analytics: Use data to refine your strategy and improve your content.
- Neglecting Your Audience: Focus on building relationships and delivering value.
For example, don’t rely solely on Instagram for traffic—drive followers to your website or email list.
Tools to Help You Focus on Owned Media
- WordPress: Build and manage your website.
- ConvertKit: Grow and manage your email list.
- Google Analytics: Track website traffic and performance.
These tools will help you streamline your efforts and maximize your impact.
When to Transition to Owned Media
If you’re currently relying on third-party platforms, it’s never too early to start focusing on owned media. Here’s how to know you’re ready:
- You have a loyal audience that engages with your content.
- You’re generating consistent traffic or revenue.
- You’re ready to invest time and resources into building your own platform.
For example, if your YouTube channel has a steady subscriber base, consider creating a website to host your videos and offer additional content.
Conclusion
Focusing on owned media is the key to taking control of your content and building a sustainable, independent business. By creating your own platform, distributing your content strategically, and monetizing directly, you can protect your business from risks and maximize your impact.
Ready to take the first step? Start by building your own website and growing your email list. And if you need more tips, check out our other articles on Impres360 for deeper insights into content creation and growth strategies.