2. Repurpose content just as much as possible.

The biggest misconception about owned media is the fact that you ‘must’ have plenty of resources to be able to put out a content volume that is sufficient. There are all sorts of social content, blog posts, podcast episodes and more. You may never be targeting all those channels, but how will you balance all of it?

In my view, it comes down right down to repurposing. This basically means, you don’t need to make anything from scratch.

Let me offer you a good example. Suppose you are recording a podcast episode. Once that podcast is offered, you might transcribe it, earn some edits and republish it as being a blog post.