Content Marketing

Why Owned Media is Content Marketing 2.0

In this article we’ve gathered insights from the latest episode of Revenue Today, our podcast hosted by Jared Robin. Our guest, Anthony Kennada, is the founder and CEO of AudiencePlus and knows the successful formula for turning your company into a media company

Dive in! 

The way we consume content is undergoing a profound transformation. Gone are the days when SEO-driven blog posts dominated the marketing scene, and the pursuit of high search engine rankings was the primary focus. Instead, modern audiences are now turning to a diverse range of content formats and platforms to satisfy their informational and entertainment needs. 

From the rise of engaging podcasts during daily commutes to the scrolling of bite-sized, visually captivating short-form videos, and the active participation in live streams on platforms like LinkedIn, consumers are redefining their preferences and behaviors. In this era of content abundance, it has become imperative for businesses to adapt their strategies to cater to these evolving consumption patterns. 

This blog will delve into these transformative shifts, shedding light on how they are reshaping the landscape of content marketing. We will also emphasize the critical importance of building an owned audience and nurturing authentic relationships as the central pillars of a successful modern marketing strategy.

Being where your audience is matters more than ever.

It’s not merely about gaining likes, followers, or fleeting attention; the true goal is to convert these engaged audiences into dedicated subscribers of your owned content. This strategy ensures that your brand’s message consistently reaches those who value it most, without algorithms standing in the way. 

By actively connecting with your audience on their chosen platforms and then guiding them towards becoming subscribers, you can establish a more profound and lasting connection, providing the foundation for sustainable growth. 


The Ever-Changing Landscape of Content Consumption

The way people consume content today is vastly different from even just a few years ago. Traditional content marketing strategies often revolved around keyword optimization for search engines, with a primary goal of driving organic traffic to websites. However, as the digital ecosystem has evolved, so have consumer preferences.


Content Diversity

Consumers are no longer limited to text-based content. They engage with podcasts during their commutes, watch short videos on platforms like TikTok, and participate in live streams on social media. 


User-Centric Approach

The focus is shifting from creating content solely for the purpose of pleasing algorithms to creating content that genuinely resonates with human audiences. This means understanding what your target audience wants to read, watch, or listen to and delivering content that meets those needs.


Be Where Your Audience Is

To succeed in today’s content landscape, it’s essential to meet your audience where they already spend their time. We say that often but what does it really mean? 


Audience Engagement

Platforms like LinkedIn, YouTube, Instagram, and others have thriving communities of users. Engaging with your audience on these platforms allows you to connect with them on a more personal level. This engagement can lead to stronger brand loyalty and higher conversion rates.


Subscriber Conversion 

The goal should be to convert your audience on these platforms into subscribers of your owned content. Subscribers are more likely to engage with your brand consistently and become long-term customers.


Platform Limitations

Relying solely on platforms for content distribution means subjecting your reach to their algorithms. These algorithms can change, and they prioritize their interests over yours. Building an owned audience gives you more control and autonomy over your content distribution.


The Power of Algorithms

Platform algorithms are designed to prioritize content that aligns with the platform’s objectives, such as keeping users engaged on the platform for longer periods. This often means that your content’s reach is controlled by these algorithms, which can be unpredictable.

Throttled Reach

Depending solely on platforms for content distribution can result in a throttled reach, where your content is only shown to a fraction of your audience. This can be frustrating, especially when you have valuable content to share.

Owned Content Control

An owned content strategy allows you to break free from these algorithmic constraints. You have control over how and when your content is distributed, ensuring that it reaches your audience effectively.


The Power of Owned Content Strategy

Search marketing remains valuable, but an owned content strategy is gaining prominence for several reasons:

Audience-Centric Content

Owned media enables you to curate content that directly caters to your audience’s needs and preferences. You’re not bound by the limitations of keyword optimization; instead, you can create content that genuinely resonates.

Loyalty and Engagement 

By nurturing an owned audience, you build a community of loyal followers who engage with your brand consistently. This engagement can translate into higher customer retention and advocacy.

Long-Term Value 

Owned content has long-term value. Unlike paid advertising that stops when your budget runs out, owned content continues to provide value over time, driving organic traffic and engagement.


 Authentic Relationships at Scale: Playbook

Building authentic relationships with your audience should be at the heart of your content marketing strategy. What should you take into consideration?

Putting Yourself Out There

Authenticity is about being open, honest, and genuine. Share your journey, your challenges, and your successes with your audience. This transparency helps build trust and a sense of connection.

Competition Perspective

 While it’s essential to be aware of your competitors, don’t let their actions dictate your strategy entirely. Focus on delivering value to your audience, rather than constantly reacting to the competition. Stay original and true to your mission!

Thought Leadership

By positioning yourself as a thought leader in your industry, you can attract like-minded individuals who share your vision. Thought leadership can set you apart from competitors and establish your brand as an authority.



The evolution of content marketing demands a strategic shift towards building authentic connections with your audience. Embrace the changing content consumption landscape, be where your audience is, and prioritize an owned content strategy. 

Remember that algorithms can impact your reach, so focus on nurturing your owned audience. And most importantly, don’t let competition overshadow your commitment to delivering value and fostering meaningful relationships. As Anthony Kennada puts it, your mission is to serve your audience and help them along in their journey, and in doing so, you’ll pave the way for your own success. We like that a lot!