The power of owned media assets — Shay Howe // ActiveCampaign

Shay Howe, CMO of ActiveCampaign, explores the power of owned media assets and unique data. In an era where algorithms on platforms like Google and social networks can change rapidly, having owned media assets is critical. Not only do owned channels enable brands to build direct relationships with their customers, but they also offer long-term value and sustainability. Today, Shay discusses the power of owned media assets.

About the speaker

Shay Howe

ActiveCampaign

Shay is CMO of ActiveCampaign

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Part 1 The power of owned media assets — Shay Howe // ActiveCampaign
Part 2Why unique data sets are the AI competitive advantage of the future — Shay Howe // ActiveCampaign

Show Notes

02:33

Owned media and its importance in todays marketing landscape
04:26

Benefits of owned media
05:59

Content as an owned channel
06:46

Tips for building owned channels
08:47

The relationship between owned, earned, and paid media
09:52

Evaluating the ROI of owned assets
12:06

Balancing distribution, promotion, and content creation in owned media strategies
13:24

The importance of diversifying your content marketing mix

Quotes

"Things we do in our owned channels, we want to distribute through social, we can amplify those through paid, then a lot of that starts to drive what we can capture on the earned media side as well." - Shay Howe
"We think as much about the distribution and promotion of content as we do the actual creation of it." - Shay Howe, CMO of ActiveCampaign
"Owned content is gaining importance as we navigate a changing marketing landscape. It's about what we control. With algorithm updates and increasing paid costs, owned assets provide direct influence." - Shay Howe
"Diversity is key; we don't focus on just one type of content. Written, video, short-form, podcastseach has its place. We repurpose content for social media, blogs, and emails to maximize reach and impact." - Shay Howe