once we look at the best customer relationships we have built, those relationships were often fostered in a few part by owned media. Be it your site copy that motivated a person to book a call they couldn’t get anywhere else, it’s clear that high-quality digital media assets can help your business in a big way.

Despite with you, a blog post that warmed up or qualified a lead, or a value-packed newsletter that helped customers get information this, a lot of companies still tend to focus on marketing efforts that are instantaneous drivers of awareness but don’t necessarily foster long-term relationships. In other words, they’re investing in channels that help with visibility but don’t help establish retention and loyalty.