A company that wants to establish its profile both online and offline will quickly realize that there are an enormous number of channels to do so. The content you want to share with your (potential) customers can be broadly distributed across four types of channels. One of these types is what’s known in the industry as “owned media.” These are the channels you manage yourself, where you essentially have complete control over what content you post. Examples of such channels include your social media accounts, your own magazines, your emails, your newsletters, and, of course, your own website.
To properly put the concept of owned media into perspective, we’ll explain later in this article which other channels are part of the so-called PESO model. But first, we’ll focus on the pros and cons of owned media.
What are the advantages and disadvantages of owned media?
The major advantage of owned media is, of course, that you can distribute your own content unhindered on these channels. You therefore have complete control over the content, format, and any functionalities on these platforms. If a technical issue ever arises on your own platform, you are not dependent on external parties to resolve it. Another strength of owned media is that you have a clear understanding of the costs. Moreover, the costs of owned media are generally relatively low.
As for owned media, there are also a few drawbacks to mention. For instance, you need to constantly maintain your channels to get the most out of them. This can involve a lot of work (and therefore money), especially when it comes to your own website. But other channels also require maintenance, in the sense that you’ll need to make yourself heard often enough to create and maintain engagement with your customers. Another drawback is that owned media alone isn’t enough for optimal online visibility.
The role of owned media in the PESO model
Specialists involved in content marketing often work with the PESO model in mind. This model encompasses four types of channels that you, as a marketer, can utilize, namely:
- Paidmedia: these are platforms where you have to pay to appear, in other words, media where you can advertise.
- Earnedmedia are channels that believe you have earned a mention. You don’t have to pay for this; someone else creates the content on behalf of or about your organization. For example, someone might post a link to a strong article on your website or leave a positive review somewhere. Read more about earned media here.
- Socialmedia: this primarily revolves around interacting with customers and followers on your social media platforms.
- Ownedmedia, which you read more about in this article.
