Owned Media
Digital marketing channels and content that a company fully controls and owns, providing complete editorial control and long-term value without ongoing media costs.
What is Owned Media?
Owned media refers to digital marketing channels that a company has complete control over, including websites, blogs, email lists, mobile apps, and social media profiles. Unlike paid or earned media, owned media provides long-term value and doesn't require ongoing costs to maintain visibility. For SaaS companies, owned media is crucial for building direct relationships with prospects and customers.
Types of Owned Media
Your company website and blog serve as the foundation of owned media, providing complete control over messaging, design, and user experience.
Email subscriber lists represent direct access to your audience without relying on third-party platforms or algorithms.
Whitepapers, ebooks, case studies, and other downloadable resources that provide value while capturing lead information.
Company-owned social media accounts where you control the content strategy and brand messaging.
Benefits of Owned Media
Complete Editorial Control
You have full control over messaging, timing, and presentation without external restrictions or algorithm changes affecting your reach.
Long-term Asset Value
Owned media builds cumulative value over time, with content and audiences that continue to generate returns without ongoing media spend.
Cost Efficiency
After initial setup costs, owned media channels provide ongoing marketing reach without per-click or impression fees.
Owned Media Strategy for SaaS
For SaaS companies, owned media serves as the foundation for content marketing strategies that educate prospects about complex software solutions. A well-executed owned media strategy should:
- Create educational content that addresses customer pain points and demonstrates product value
- Build email nurture sequences that guide prospects through the buyer's journey with relevant content
- Optimize content for search engines to capture organic traffic from potential customers researching solutions
- Develop thought leadership content that positions your company as an industry expert
Many successful SaaS companies leverage SEO-optimized content as their primary owned media strategy, creating comprehensive resources that attract and convert prospects over time.
Owned Media Best Practices
Content Strategy
- • Focus on solving customer problems, not just promoting features
- • Create content for different stages of the buyer's journey
- • Maintain consistent publishing schedules to build audience expectations
- • Repurpose content across multiple owned channels
Audience Building
- • Offer valuable lead magnets to grow email lists
- • Use gated content strategically to capture prospect information
- • Implement email segmentation for personalized messaging
- • Build community around your owned media channels
Pro Tip: Integrate your owned media strategy with email marketing campaigns to create a cohesive customer experience that nurtures prospects from initial awareness through conversion and retention.
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