There are two ways to get attention in B2B marketing: rent it or own it.
Renting is easy. Just throw money at ads and PR. But if you don’t own the channel, you don’t control the rules.
That’s why smart B2B marketing teams are shifting to owned media, the fastest-growing segment of B2B content marketing. Instead of relying on third-party platforms, they’re building direct relationships with their audience, creating long-term value while cutting out the middleman.
In this post, we’ll break down what owned media is, why B2B marketers are betting big on it, and how you can use it to break through without breaking the bank.
Paid vs. Owned vs. Earned Media
Marketers have three types of media at their disposal: Paid, Earned, and Owned. Each plays a role in B2B content marketing, but only one gives you full control.
Earned media is third-party publicity, like PR and media mentions. You get minimal control because you can’t force people to talk about you.
Paid media is advertising and sponsorships. You pay for exposure, but platforms like LinkedIn and Google dictate the audience, pricing, and reach.
Owned media is content that you fully control, such as your website, newsletter, podcast, and video content. Because it’s more cost-effective and long-term focused than paid or earned media, owned media is inherently the most sustainable type of media in your marketing toolbox.
Why Owned Media is Growing in B2B Content Marketing
According to Content Marketing Institute (CMI), in 2025, 91% of B2B marketers are investing in owned media, with 46% increasing their spending.
So, what’s behind the surge? Three things:
Advertising is becoming less viable
Third-party cookies have fallen out of favor and performance marketing isn’t delivering like it used to. With 68% of B2B marketing budgets remaining unchanged in 2025, dropping more on ads isn’t the way to go.
The B2B buyer’s journey is longer and more fragmented
The average B2B buyer’s journey now lasts 11 months, with B2B healthcare sales often extending up to two years. Longer sales cycles demand consistent touchpoints over an extended period of time.
Organic Social Reach is Dying
On LinkedIn alone, the average business page post is reaching less than 2% of its followers. To make matters worse, social channels like LinkedIn penalize posts containing links, making it even harder to get eyeballs on your content.
B2B Content Marketing Challenges (and How to Overcome Them)
If owned media is such a game-changer for B2B content marketing, why isn’t everyone jumping on the bandwagon?
Well, that's because B2B content marketing is hard.
Let's be real: B2B topics can be quite boring. If your audience is niche and your product isn’t exactly "impulse-buy material," keeping people engaged can be pretty tough.
The B2B buyer’s journey is long, complex and involves multiple decision-makers. To stay top of mind and guide prospects toward a purchase, B2B marketers need a steady stream of high-quality content and engaging experiences.
When it comes to content marketing, the number one thing holding B2B marketers back is lack of creativity. Too many B2B marketers take a product-first approach: “We sell software, so let’s make content about why companies need our software!”
Simply put: that's not marketing.
How to Win With Owned Media in B2B Content Marketing
The key to success when it comes to owned media (and B2B content marketing as a whole) is to be a resource, not just a brand.
To pull this off, your content should give your audience IDEAs - and I mean that both literally and figuratively. The IDEA framework is a simple way to ensure your content provides real value by focusing on one of four key areas:
Information: Insights that keep your audience informed.
Direction: Actionable strategies that solve real problems.
Education: Practical knowledge that builds expertise.
Aspiration: Inspiration that fuels new ideas and motivates action.
Once you've ironed out your content's IDEAs, it's time to start putting pen to paper and planning what you'll create. Once you’ve established your content’s IDEAs, it's time to start planning your strategy and format. Some important tips before you put your pen to paper:
Stick to what’s sustainable
If you can’t commit to a podcast schedule, don’t start one. Focus on what you can execute consistently.
Go deep, not wide
Choose a primary content format (newsletter, blog, video, or podcast) and use it to fuel your entire B2B content marketing strategy. Example: A newsletter can be repurposed into blog posts, LinkedIn carousels, and video content.
Be patient
Growth takes time, but SEO, partnerships, and collaborations can help accelerate results.
Polish before you promote
Don’t put ad dollars behind half-baked content. Refine your content strategy first before amplifying it.
Differentiate or die
There are thousands of newsletters and podcasts. If you want yours to stand out, offer something unique. Always research before launching!
B2B Content Marketing Examples to Inspire Your Owned Media Strategy
Let’s look at some real-world examples of B2B brands nailing owned media...
Out of Pocket Health Newsletter
Out of Pocket Health is a healthcare onboarding company. Out of Pocket uses its newsletter to help professionals navigate the confusing healthcare industry, making complex topics fun and humorous.
Their newsletter attracts readers with knowledge and converts them into corporate training clients. They also offer headhunting services, allowing businesses to pay to recruit talent from their newsletter’s subscriber base.
AWS’s Health Innovation Podcast
AWS empowers businesses with scalable cloud solutions. Its Healthcare and Life Sciences Startups arm uses the Healthcare Innovation podcast to spotlight real-life stories of startups built on AWS.
Each episode features founders sharing their journey - from idea to execution - including the challenges and wins along the way. The podcast provides valuable lessons and inspiration for other founders navigating their own path.
In full transparency: my company, Grippi Media produces this podcast. Call me biased, but I’m proud of the work!
Aidoc’s YouTube Channel
Aidoc, an AI-powered imaging and workflow solution for healthcare, uses its YouTube channel to educate and engage health system executives. Their content features interviews with industry leaders sharing how they’re leveraging AI in clinical care, along with explainer videos that break down AI’s role in healthcare from the basics to advanced applications.
Pendo’s "Mind the Product" Slack Community
Pendo, a product experience software company, uses its Slack community, Mind the Product, to connect and inspire product leaders. The community serves as a hub for product professionals to discuss best practices, share insights, and stay ahead of industry trends, making it a go-to resource that keeps on giving.
The Future of B2B Content Marketing Is Owned Media
If you want something done right, do it yourself.
Relying on ads and social media algorithms is too risky, since they offer limited control.
Owned media solves these issues by giving you direct access to your audience, reducing dependency on third-party platforms, and creating long-term value that compounds over time.
Owned media success doesn’t happen overnight. It takes time to build these things and the competition stiffens everyday. So, do your marketing a favor and start now.
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