Daily B2B Marketing Tips’ Post

When I heard about the ruling banning TikTok, I had flashbacks of my marketing strategy class at school about the importance of Owned Media over Rented Media. The potential TikTok ban is a stark reminder of the risks businesses face when relying on rented media platforms (~ social media platforms such as: Facebook, Instagram, LinkedIn, YouTube etc.). With one regulatory decision or algorithm change - your entire audiences and content strategies could vanish. It’s a scenario no brand wants to face — but one that’s avoidable. This moment highlights why Owned Media is more important than ever. Platforms like podcasts allow you to build a loyal, engaged audience that belongs to you — not an algorithm. With Owned Media, you’re in control, creating a direct line to your audience that can’t be disrupted by external forces. As a business, you MUST focus on building an Owned Audience, and quite frankly that comes down to owning your audience and building your email list. Long ago, I coined the term for my Owned Audience Framework: SLR. 1. Stability: Owned media ensures your reach isn’t at the mercy of platform changes or bans. 2. Loyalty: Podcasts foster deeper engagement with audiences through consistent, authentic content. 3. ROI: Direct communication drives meaningful relationships that translate into measurable business results. Irrespective of our engagement together, if there is one thing I want to keep in front and center of your marketing strategy then it is - the focus on building Owned Audience. Remember, you can't cheat your way to building an audience. However, you can possibly cheat to build a social media following. And yes, there is a difference between the two. As a brand, focus on building trust. The rest will fall in place! - Vivek Nanda Founder at TopHealth