In today’s fast-paced and ever-changing digital landscape, businesses are facing a unique challenge: traditional marketing playbooks are no longer as effective as they once were. The rise of digital noise, shrinking organic reach, and changing data privacy regulations have all created a pressing need for new strategies to connect with audiences authentically. This is where owned media comes into play, offering businesses the opportunity to create lasting, first-party relationships with their audiences while bypassing the limitations of rented platforms.
In this engaging webinar hosted by TACK Insider, Rachel Downey, CEO of Share Your Genius, and Anthony Kennada, Founder and CEO of AudiencePlus, join TACK Network co-founder Mark Kilens to share their expertise on how businesses can use owned media to activate and grow audiences effectively. With decades of collective experience, the speakers provide actionable insights, strategies, and a vision for the future of marketing that prioritizes connection, authenticity, and storytelling.
The Key Themes of the Discussion:
1. The Power of Owned Media: Anthony Kennada introduces the concept of owned media as the next generation of inbound marketing. He highlights the need for companies to transition from rented channels, where they rely on social media algorithms, to first-party relationships that allow businesses to directly engage with their audiences without intermediaries. By building a subscriber base, businesses can reduce the cost of content distribution and enhance their understanding of customer needs through first-party data.
2. The Role of Storytelling: Rachel Downey dives into the nuances of brand storytelling and its role in modern marketing. She emphasizes the shift from content marketing to brand storytelling, where businesses focus on creating emotional connections with their audiences. Rachel explains why podcasts and video content are essential tools in crafting impactful stories that resonate and inspire action, allowing brands to stand out in saturated markets.
3. Frameworks for Success: Both Rachel and Anthony provide practical frameworks for implementing an owned media strategy. From setting clear outcomes to identifying the right audiences, designing engaging shows, and choosing effective distribution methods, they outline the steps needed to build a sustainable and impactful owned media ecosystem. Rachel particularly underscores the importance of podcasting as a fast and efficient way to experiment with content and drive results.
4. Measuring ROI and Building Trust: A recurring theme throughout the webinar is the importance of demonstrating value to key stakeholders, such as CEOs and CFOs, by aligning owned media initiatives with broader business goals. Anthony discusses how first-party data collected through owned media can provide unique insights into customer intent and help tie engagement to revenue. The conversation also touches on how owned media fosters trust, which is foundational to driving long-term growth.
5. The Role of Creators in B2B Marketing: Nick, a panelist, and experienced content creator, shares his perspective on leveraging internal creators within organizations to amplify reach and engagement. The discussion explores how empowering employees as creators can maximize distribution while keeping the brand message consistent.
6. The Future of Marketing: The webinar wraps up with a discussion on the future of marketing in a world where authenticity and human connection are becoming increasingly important. Anthony frames owned media as a transformative tool for building affinity between businesses and audiences, while Rachel highlights its potential to elevate brands above the digital noise and create lasting impact.
Key Takeaways:
• Owned media is a long-term investment: It’s not about immediate returns but about building relationships, trust, and brand equity that will pay off over time.
• Storytelling is non-negotiable: Successful brands are those that connect with audiences on a human level and create content that is memorable and shareable.
• Start with a clear plan: Define outcomes, know your audience, and ensure your strategy aligns with your company’s overall goals.
• Leverage your team: Empower employees and internal creators to be brand ambassadors and contributors to your owned media strategy.
• Measure strategically: First-party data and insights are key to demonstrating the value of owned media to stakeholders.
This webinar is a must-watch for marketers, business leaders, and creators who want to stay ahead of the curve in a rapidly evolving digital environment. Whether you’re just starting with owned media or looking to refine your approach, this session provides the inspiration and actionable advice needed to unlock your brand’s full potential.
