Definition of Owned Content

Owned content refers to any digital marketing material created and controlled by a brand or organization, usually published on their channels such as websites, blogs, and social media profiles. It can include written content, images, videos, and podcasts. The primary goal of owned content is to establish brand authority, engage with audiences, and provide valuable information to help consumers make informed decisions.


The phonetic transcription of “Owned Content” in the International Phonetic Alphabet (IPA) is:ˈoʊnd ˈkɒntɛnt

Key Takeaways

  1. Owned content offers you complete control over the message and creative aspects, allowing you to tailor engaging content for your target audience.
  2. Constantly updating and maintaining owned content helps in search engine rankings, drives organic traffic to your website, and can increase conversion rates.
  3. An effective content strategy that includes a mix of owned content formats like blogs, videos, and infographics can enhance your brand’s credibility and influence in your industry.

Importance of Owned Content

Owned Content is a crucial component of digital marketing as it refers to the content created and controlled by a brand or company on their own channels, such as websites, blogs, and social media accounts.

This type of content allows businesses to establish their online presence, showcase their expertise, share their unique brand voice, and engage with their target audience.

By creating and managing their own content, businesses can directly influence customer perceptions, build brand awareness, foster customer relationships, and drive user-generated content.

Additionally, owned content serves as the foundation for other digital marketing strategies like content marketing, SEO, and social media marketing, ultimately contributing to a stronger online presence and better brand visibility.


Owned content refers to any digital marketing materials that a brand or business has full control over, which primarily includes the content found on their website, blogs, social media profiles, and email newsletters. The purpose of owned content is to demonstrate the organization’s expertise, voice, and values while building an authentic connection with its target audience.

It is used for attracting potential customers, nurturing existing clients, and building a sense of trust and rapport through a consistent and appealing digital presence. By creating high-quality owned content, companies can position themselves as thought leaders within their industry and can effectively influence consumer perceptions and decisions.

In today’s competitive digital landscape, owned content plays a crucial role in achieving various marketing objectives, such as generating leads, improving brand awareness, and enhancing customer loyalty. It is used to support a brand’s inbound marketing strategies by capturing the attention of users at various stages of their customer journey through search engine optimization (SEO), valuable insights, and engaging visuals.

In addition, owned content often serves as the catalyst for other marketing channels, such as social media, email marketing, and even paid advertising, as it draws the audience’s interest and encourages them to engage further with the brand. By investing in the creation and distribution of high-quality and relevant owned content, businesses can improve their online visibility, foster strong relationships with customers, and ultimately drive tangible results and boost their bottom line.

Examples of Owned Content

Company Blog: A business creates and manages a blog on its website where it regularly publishes informative articles, industry news, product updates, and other engaging content that showcases the company’s expertise and addresses the needs of its target audience. An example of this is the HubSpot blog, which features marketing, sales, and customer service insights and resources for businesses.

Social Media Profiles: Owned content also includes a brand’s presence on social media platforms, where it shares content like images, videos, and updates to engage with consumers and communicate brand messages. For example, Nike’s Instagram account, where they share inspiring stories, product information, and behind-the-scenes glimpses into the world of the sports brand.

Email Newsletters: Many companies run email marketing campaigns where they send out regular newsletters to subscribers, providing them with insider news, promotional offers, and exclusive content. This owned content helps the brand maintain the long-term relationship with its audience. An example of this is outdoor clothing retailer, Patagonia; their newsletter features sustainability-focused stories, product updates, and event information tailored to subscribers’ interests.

Owned Content FAQ

1. What is owned content?

Owned content refers to any material or media produced and controlled by a brand, business, or individual. It often includes blog posts, articles, videos, podcasts, social media posts, as well as images and infographics. By creating and controlling their content, brands have the opportunity to build their authority, convey their unique messaging, and engage with their target audience.

2. Why is owned content important?

Owned content is important for multiple reasons, such as building brand credibility, improving search engine rankings, increasing website traffic, and nurturing customer relationships. By creating high-quality, informative, and engaging content, brands can showcase their expertise, build trust with their audience, and ultimately convert website visitors into loyal customers.

3. How do I create effective owned content?

To create effective owned content, focus on content that is valuable, relevant, and engaging to your target audience. Start by understanding your audience’s needs, preferences, and pain points. Research industry trends and topics that appeal to your audience. Create content that provides valuable insights or solutions, and maintain a consistent voice and style across all content formats. Lastly, promote your content through various platforms to ensure broad reach and visibility.

4. How often should I publish owned content?

The ideal frequency for publishing owned content depends on various factors, such as your industry, target audience, and available resources. The key is to maintain a consistent publishing schedule that provides fresh, relevant, and engaging content. It could be daily, weekly, or monthly, depending on what works best for your brand. Consistency helps establish your brand as a reliable information source and keeps your audience engaged.

5. What are some examples of owned content?

Owned content can come in various formats and platforms. Examples include:

  • Blog posts or articles on your website
  • Online guides or whitepapers
  • Email newsletters
  • Videos or webinars
  • Podcasts
  • Social media posts
  • Infographics or other visual content

Related Digital Marketing Terms

  • Brand Website
  • Social Media Profiles
  • Blog Posts
  • Email Newsletters
  • Infographics

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