Owning Your Owned Media

In an age where social media platforms can change their algorithms at the drop of a hat, business owners and website managers are increasingly realizing the importance of having full control over how and where their content is displayed. This is where owned media comes in. In simplest terms, owned media refers to the digital assets that you, as a business, have complete control over—namely, your website and any content you publish on it. This blog post will introduce you to the concept of owned media and share some practical ways to make the most of your website by leveraging brand resources and Shopify’s 2.0 theme capabilities.

What is Owned Media?

Owned media is any content or platform that you have full jurisdiction over. Unlike social media channels or third-party marketplaces, owned media—your website, blog, or email list—gives you the freedom to customize user experience, messaging, and design. It’s not just about “having” a site; it’s about truly owning the information and experience presented to your visitors.

Why Owning Your Owned Media Matters

1. Complete Creative Freedom
   When you own your website, you’re not limited by a third-party’s design requirements, strict rules, or changing algorithms. You can modify, experiment, and evolve your site as you see fit.
   
   

2. Deepen Customer Relationships
   Owned media empowers you to tailor your messaging to suit your customers’ needs. You can share in-depth product information and engaging stories that build trust and loyalty over time.
   
   

3. Long-Term Value
   Unlike pay-per-click ads or social posts that have a short shelf-life, the content you put on your website can keep bringing in traffic and conversions for years if well-optimized and continuously updated.
   
   

4. Control and Stability
   If a social media platform suddenly disappears or a marketplace changes its terms, your website remains a stable online presence you can rely on to keep business going.
   
   

Starting Where You Are: Build on Existing Success

Before you dive into revamping your site, analyze what’s already working. Chances are there are specific products or brands you carry that already perform well. Focus on expanding and improving content around these successes first.

Case in Point: McSharrys Pharmacy and Revive Active
McSharrys Pharmacy had a strong performer in a product called Revive Active. When we upgraded from a Vintage Shopify theme to Shopify 2.0 OS, we saw an opportunity to create dedicated pages that highlight this product more effectively.

Why Revive Active?

• It’s already a great seller.

• The brand provides plenty of resources—images, product details, usage guides—that can be leveraged for educational and promotional content.

• It’s a product that lends itself to storytelling, since health and wellness products typically come with a wealth of information to share.

Making the Most of Shopify 2.0 Theme Capabilities

Shopify’s 2.0 update introduced a range of new features that allow merchants to customize and personalize their online stores more easily. Here’s how we utilized these new tools at McSharrys Pharmacy:

1. Dedicated Brand Pages
   
   

• We built a page specifically for Revive Active.

• Using the new sections and blocks, we could tailor each part of the page to highlight a different aspect or variation of the product line.

2. Structured and Reusable Sections
   
   

• We created similar layout elements for each product (like product highlights, FAQs, and reviews).

• These elements were then tailored with product-specific details—for instance, what makes Revive Active different from Zest Active.

3. Enhanced Visuals and Storytelling
   
   

• Leveraging brand assets such as high-quality images, how-to videos, or infographics from the manufacturer helped create a consistent and professional look.

• The 2.0 sections allowed us to weave these visuals into a cohesive user journey.

4. Customizable Product Information
   
   

• Each product’s page included personalized copy, emphasizing key ingredients and benefits.

• This deeper dive helps customers make informed buying decisions—and boosts SEO by giving search engines fresh, relevant content.

Embracing Creativity and Ongoing Iteration

Owning your owned media also means recognizing there is no such thing as a “perfect” or “correct” website. Instead, your goal should be to continually refine your approach:

• Experiment: Test new page layouts, calls-to-action, or brand messaging. Use data (e.g., bounce rates, conversions, time on page) to inform your next moves.

• Evolve: As you add more products or partner with new brands, create fresh sections or pages that spotlight each offering.

• Collaborate: Tap into the wealth of resources that your brand partners or manufacturers can provide—these assets can streamline content creation and ensure consistency.

• Optimize: Keep an eye on analytics to see how users interact with your content. Adjust page layouts, images, and copy to improve engagement and conversions.

Key Takeaways

1. Identify Your Strengths
   Start with products or brands that already perform well and build specialized content around them.
   
   

2. Leverage Brand Resources
   Use images, guides, and videos provided by manufacturers to enrich your content and add credibility.
   
   

3. Utilize Shopify 2.0’s Customization
   The new sections and blocks open up endless opportunities to showcase your products in a structured, user-friendly way.
   
   

4. Iterate and Experiment
   The concept of “owning your owned media” means being unafraid to experiment. Perfect is never the goal—continuous improvement is.
   
   

Final Thoughts

Owning your owned media is about more than just having a website—it’s about truly claiming the digital space you operate in. By dedicating time and resources to showcasing your most successful products or brands, leveraging new tools like Shopify 2.0’s customizable sections, and embracing manufacturer-provided assets, you can transform your website into a thriving hub of engaging content and customer interaction.

If you’re ready to own the message your audience receives and explore how to tailor your existing site to shine a spotlight on your star products, let’s talk! Just like with McSharrys Pharmacy, we can work together to build a resilient, ever-evolving online presence that delivers real value for your customers—and your bottom line.