Put simply, owned media encompasses all of the media assets, digital and otherwise, that your particular brand owns. Typically, this relates to blogs, social networking channels, newsletters, catalogs and thus on. Why does owned media matter a great deal?

Well, primarily, you can use it whenever you want to without having to rely on other channels you don’t control if you own a strong distribution channel. A lot of brands forget about the importance of owned media, or they don’t do enough to strengthen the channels that are very own. Instead, they focus on getting back in the press, that they usually can’t control.