#ContentYouControl

[laurafaritos]

HDMS046. Owned Media Is Just Having Your Own Stage (And I’m Never Getting Kicked Off Again)

Before this course, I didn’t really know what “owned media” meant. I thought it was a corporate buzzword, or something you needed a whole marketing team to manage. Me? I had social media and vibes.

But this module flipped the switch.

Owned media is basically this: what do you control? What platforms, tools, or channels do you own—so no one can shadowban you, algorithmically erase you, or charge you more just to talk to your own audience?

It’s your website. Your newsletter. Your podcast. Your blog. Your space.

Paid media? That’s renting attention. Earned media? That’s hoping someone talks about you. Owned media? That’s your stage.

And as someone who’s had shows disappear from the feed and content buried by platforms, I’m now realizing: I want a stage no one can kick me off of.

This post breaks down what I learned from Module 4.1.1 of Harvard’s Digital Marketing Strategy course, and why I think every comedian (especially neurodivergent ones like me) should start thinking about what they own online.

This submodule of the Harvard Digital Marketing Strategy course introduced a concept I hadn’t fully grasped before: owned media.

Owned media includes anything a company (or person) controls directly—websites, blogs, email lists, apps, even podcasts and newsletters. It’s the opposite of relying on platforms like Instagram or TikTok, where visibility depends on algorithms, trends, or how much you’re willing to pay.

In the OOFOS case, the brand needed to grow fast, but couldn’t afford to keep pouring money into ads. That’s when owned media became a game-changer. Instead of just renting people’s attention through paid ads, they could speak directly to their audience through their own channels, whenever they wanted.

Sunil Gupta framed it like this: paid media is expensive and competitive, especially for small brands. But owned media? That’s where companies can engage, educate, and retain customers without spending more every time they want to reach someone.

For me, this was a big “wait, why haven’t I been doing this?” moment.

I’d always assumed social media was the only way to stay visible. But this module made me realize: if I’m serious about building a sustainable creative career, I need to start building things I own.

This was the first time I truly saw the value of owned media laid out clearly—and it clicked.

Until now, I’ve mostly relied on platforms I don’t control. Instagram, Threads, TikTok… they’ve been my main ways to promote shows, share content, and stay connected. But they’re unpredictable. Some posts get traction. Others disappear into the void. And if an algorithm decides I’m not trending, too bad.

What this module helped me realize is that I’ve been renting all my audience connections—and I’m ready to own something.

I don’t have a perfect system yet, but I’ve started making moves:

Thinking about what I want my website to actually do (not just exist).

Considering an email list, even if it’s just for sharing upcoming shows or podcast updates.

Looking at my podcast not just as content, but as a space I control—no one’s limiting how I speak, what I say, or how I connect.

This isn’t just a marketing tactic. For someone who’s neurodivergent, this kind of control is comforting. It gives me a home base. A place where I don’t have to adapt my pace, tone, or content to whatever’s trending that day.

I’m not building it all at once. But now I want to build it—because I finally understand what it’s for.

If you’re a comedian or creator relying entirely on Instagram to sell tickets or keep your audience warm—I get it. That’s been me, too. But here’s the truth this module made painfully clear:

The algorithm is not your friend. And your followers aren’t actually yours.

Owned media changes that.

When you build something you control—a website, an email list, a podcast feed—you’re creating direct lines to your audience. No middleman. No boosted post fees. No “why did this only get 12 likes?” meltdown.

Here’s what I’d recommend if you’re just starting:

Start an email list. Even if it’s just 10 people. It’s a direct link to the people who care.

Think of your website as your venue. It’s not just a portfolio—it’s your digital comedy club, and you decide the lineup.

Use your social to feed your owned media. Don’t just chase virality. Send people somewhere that’s actually yours.

This is especially useful for neurodivergent artists. Owned media lets you:

Work at your own pace

Reuse content without starting from scratch every time

Avoid burnout from chasing “what works��� this week on social

It’s not about building an empire overnight. It’s about slowly moving your work onto ground that won’t collapse underneath you.

This module was a shift. For the first time, I stopped thinking about promo as just “posting more” and started thinking about building something lasting.

Owned media isn’t flashy. It doesn’t go viral. But it stays. And when the algorithm ghosts you (again), or your followers miss your show (again), it’s your owned channels that still show up for you.

So I’m done renting.

I’m building my stage.

And this time, I’ve got the keys.

I hope this post was as helpful to you as it was to me!!!

Tchau tchau <33