Owned media, often referred to as owned media channels, are an essential part of today's digital marketing strategy. They include all platforms, content and means of communication that a company controls and designs itself. These include, for example, the company website, blogs, social media profiles and newsletters. The major advantage of owned media lies in the complete control over the messages and content that are communicated to the audience.

Own media enables companies to present their brand identity consistently and authentically. They can tell their story in a way that reflects their image and values. In this context, corporate blogs play a central role. They offer the opportunity to provide deeper insights into the corporate culture, share expert knowledge and receive direct feedback from customers and interested parties.

Another crucial aspect is search engine optimisation (SEO). Creating high-quality, relevant and regularly updated content on your own media channels improves your visibility in search engine results. This increases the likelihood that potential customers will come across the company's website.

In addition to blogs and the company website, social media are also an indispensable component of owned media. They offer a platform for direct dialogue with the target group and make it possible to build a community around the brand. Regular, appealing posts and interactions with followers create a close relationship with the audience, which strengthens trust in the brand.

To summarise, owned media is a key pillar in the marketing mix. With targeted content and a well thought-out communication strategy, companies can increase their reach, raise their brand awareness and ultimately have a lasting impact on their business success.