9 ways to make the most of owned content


Owned content is exactly as it sounds – content that you (or your company) have planned, created and published on your platform. Be that your website, or a social media company page, or a company newsletter and magazine.

It is a vital component in content marketing (aka inbound marketing), and a fundamental asset in all communication plans. It gives an organisation control over what they say, how they say it, and where and when it is published (and who they say it to).

The key to valuable owned content is making it educational, entertaining or useful – and always relevant. Quality over quantity is the motto here!

The Henley content team supports clients in content strategy, planning and production – from eBooks and blogs to motion graphic videos. Here are a few of our top tips to put you on the path to success:


  1. Quality content: focus on producing high-quality content for your audience. It should solve their problems, answer their questions, or entertain them with interesting information. Update your blog with fresh and engaging content on a consistent basis.
  2. Promote it: Share your owned content across all your digital channels, including social media profiles, e-newsletters, and other platforms where your audience is active. Cross-promotion increases visibility and widens your reach.
  3. Email marketing: Build an email list and regularly send out newsletters or updates to your subscribers. Email marketing allows you to directly reach your audience, nurture relationships and drive traffic to your owned content and website.
  4. Social media engagement: Actively engage with your audience on social media. Respond to comments, messages and mentions. Encourage discussions around your content to increase visibility and reach.
  5. Repurpose content: Extend the life of your content by repurposing it into different formats. For example, turn a blog post into a video, podcast episode or infographic. This approach reaches different audience segments at varying points of the customer journey.
  6. Call-to-action (CTA): Include clear and compelling calls-to-action in your owned content to guide readers toward the desired action – such as signing up for a newsletter, downloading an eBook or registering for an event.
  7. Data analysis: Use analytics to track the performance of your owned content. Identify which pieces are resonating with your audience, what channels are driving most traffic and assess where improvements can be made. Google analytics, and all social media platforms, provide easy to use analytics dashboards.
  8. Collaborate: Work with other content creators, influencers or industry experts to expand your reach and tap into new audiences. You could guest post on relevant blogs – or invite guests to contribute to your platform.
  9. Consistency and frequency: Stay consistent in your content creation and posting schedule. It doesn’t need to be daily – work out a plan that is realistic for your team and build from there. Regular content keeps an audience engaged.


By implementing these simple strategies, you can leverage your owned content to steadily build a stronger online presence, foster a loyal audience and boost the visibility of your brand.


Read more like this: LinkedIn for B2B marketers


If you’d like help with an upcoming content marketing campaign, then get in touch today: [email protected]




The Henley Group is a B2B communications agency, based in Henley-on-Thames, UK. We specialise in public relations, content marketing, corporate communications and strategic consulting for clients in the UK and overseas. We advise, plan, produce and deliver engaging communication programmes for clients across a range of B2B sectors.