The Owned Media Revolution: Why Every Brand Needs a Publishing Strategy
How thinking like a media company instead of an advertiser builds unbeatable competitive advantages
Social video platforms are shaping digital media trends and challenging traditional media, but smart brands aren't just consuming this trend – they're using it to build their own media properties.
The most successful companies I work with have stopped thinking like advertisers and started thinking like media companies. They're creating content that people actively seek out rather than hoping to interrupt people who are trying to avoid them.
This isn't about blogging or social media posting. This is about building audiences you own, on platforms you control, with content that solves real problems for your customers.
The Owned Media Evolution:
Podcast networks for thought leadership and customer education
Interactive tools and calculators that provide immediate value
Community platforms that facilitate customer-to-customer connection
Educational content series that build expertise and trust
The 2025 Forecast: The brands with the strongest owned media properties will have the most pricing power. When customers come to you for information, education, and community, you're no longer competing solely on price and features.
The ultimate goal isn't to create content that sells your product – it's to create content so valuable that people would pay for it even if they never bought anything else from you.