#ComedyAndContent

[laurafaritos]

HDMS047. You Wrote It Once and It’s Still Working — That’s Owned Media Magic

Most of what we post online disappears in 24 hours—or worse, gets buried by an algorithm in 24 seconds.

Owned media doesn’t play by those rules.

That’s what this week’s lesson from Harvard’s Digital Marketing Strategy course made clear: when you own the content, it doesn’t just work once. It can work again. And again. And again.

One well-written blog post, one strong podcast episode, one solid email sequence—these things can live on, pulling in new audience members or converting fans months (or even years) after you hit publish.

This module focused on why owned media is such a powerful channel, not just for brands like OOFOS, but for creators like me. This post breaks down what I learned, how I’m thinking differently now, and why this kind of slow-burn strategy might be the most sustainable move for comedians and creatives.

This submodule was all about the specific advantages of owned media, and honestly, it kind of felt like a love letter to sustainable content.

We checked back in with OOFOS, the recovery footwear brand, to see how their owned media strategy was doing. The results were kind of amazing:

Owned media (like email, blogs, organic social) brought in only 25% of total traffic, but that 25% generated 30% of their revenue.

That means fewer people, making more purchases—aka, a much more efficient channel.

Kate Laliberte, Head of Ecommerce at OOFOS, explained that owned media gives them total control: they can decide what to say, when to say it, and who to say it to. That level of flexibility isn’t possible with paid ads or unpredictable social platforms.

Sunil Gupta broke it down even further:

Owned media works at every stage of the funnel:

Top: blog posts + SEO for discovery

Middle: emails + long-form content for education

Bottom: persuasive copy + CTAs for conversion

It’s perfect for creative storytelling, like REI’s long-form YouTube documentaries (real people, real vibes, not a hard sell)

Here’s a quick rundown of the benefits:

Full control over messaging and timing

Consistent brand tone and voice

Stronger long-term relationships with customers

Value across the entire funnel

No ongoing cost once the content is created

No algorithm interference

More trust from audiences who choose to subscribe or follow

For a content-obsessed person like me, this was a wake-up call: one good post can do more than ten rushed ones.

This module didn’t just teach me about owned media—it gave me permission to slow down.

As someone who’s both autistic and ADHD, the constant pressure to be “on” and always posting can feel impossible. Social media moves fast. Algorithms reward consistency, but punish unpredictability—like taking a break, or needing more time to think, or not being in the mood to scream into the void every day.

Owned media? It doesn’t expect that from me.

This idea that I can make something once—a thoughtful blog post, a well-structured podcast episode, a solid “about me” page—and it can keep working for me without me chasing it down again and again? That’s revolutionary.

It means I can spend time making something I actually like, without the pressure to remix it five different ways in the same week just to get attention.

It means I can set up systems and content that meet people where they are, when they’re ready—not when the feed says it’s time.

It means I don’t have to chase my audience. I can invite them into a space I’ve built to last.

Here’s the thing about owned media: it’s not just for brands with marketing teams. It’s for anyone who’s tired of fighting for visibility every single day.

If you’re a comedian or creator, here’s how you can start using it to your advantage:

Think evergreen. Instead of always making content for “right now,” start making content that stays useful. A “start here” page, a bio that actually explains what you do, a pinned podcast episode that gives people a clear entry point.

Use social media to send people somewhere that’s yours. Don’t just let Instagram or TikTok be the final destination. Link to your site. Promote your email list. Archive your best work in a place that’s searchable and permanent.

Make your content reusable. One strong story or bit can become a blog, a newsletter, a show opener, a TikTok, a press blurb. You don’t need to reinvent the wheel—you just need to own the wheelhouse.

Don’t wait for someone to “discover” you. Create the discovery engine yourself. Whether it’s SEO, email, or long-form YouTube content—start leaving digital breadcrumbs that lead back to your work.

Owned media is how you stop chasing and start curating. It’s how you shift from hoping people find you to actually building the infrastructure for them to land and stay.

I used to think the only way to stay relevant was to keep shouting louder and more often. But now I get it:

Good content isn’t always loud—it’s lasting.

Owned media gives you a way to show up without burning out. To build something once and let it keep serving you. To stop chasing temporary attention and start creating durable connection.

So next time you’re tempted to rush out another story or throw together another promo post, ask yourself—can I build something that works harder and longer than I do?

That’s the magic of owned media.

And I’m finally learning how to use it.

I hope this post was as helpful to you as it was to me <33

Tchau tchau <33

[laurafaritos]

HDMS043: Do I Build the Brand or Sell the Shoes???? A Comedian’s Take on Marketing Trade-Offs

There’s a moment every creative hits where you’re staring at your laptop thinking, “Should I promote this show again or just focus on reminding people I exist?”

Welcome to the eternal tension between performance marketing and brand building—aka the short game vs. the long game. Sell the shoes, or build the story behind the shoes.

This week’s module zeroed in on how brands like OOFOS try to balance both. On one side, they’ve got their mOOvers campaign, packed with emotional storytelling and brand love from people like Dawn Staley and Alex Smith. That’s their long game—expensive, powerful, and kind of hard to measure.

On the other side, they’ve got search ads, optimized for immediate conversion. Short-term ROI, very measurable, not super sexy.

And guess what? They need both.

This post breaks down how that balance plays out, why metrics alone can’t drive all your decisions, and how comedians (especially neurodivergent ones) can apply this thinking to their own career strategies.

Let’s get into it.

I. What This Module Taught Me (and What I Said)

This module zoomed out a bit to ask a bigger question: How do you measure success when your goals are both short-term and long-term?

OOFOS, the case study brand we’ve been following, is trying to:

Grow revenue now (short-term)

Build brand awareness for future growth (long-term)

And here’s the catch: you can’t measure both goals with the same tools.

For short-term sales, they track things like ROAS (Return on Ad Spend), conversion rates, and cost per click.

For long-term brand-building, they’re using things like brand lift surveys, audience reach, and testimonial engagement.

In my response to the final question, I didn’t choose just brand building or just performance marketing. I picked “something else,” because I really believe OOFOS needs both. If they only go big with expensive emotional campaigns, that’s risky. But if they only push for sales today, they’re not building for tomorrow.

Here’s what I suggested:

Keep mOOvers going, but complement it with lower-cost awareness plays like influencer partnerships, fun social content, and smart video ads.

Track both new customers and brand engagement to see where the growth is really coming from.

Basically: Don’t put all your eggs in the “heartwarming brand story” basket or the “click now” basket. Mix it up.

II. How This Applies to My Career

This entire brand vs. performance conversation hit so hard, because I’ve lived both sides.

When I promote a show, I can either go all-in on the direct ask—“Buy tickets now, here’s the link”—or I can focus on reminding people why they should care in the first place: through jokes, behind-the-scenes posts, vibes, and visibility.

Both are useful. Neither works alone.

If I only post “BUY TICKETS” content, I burn people out. It feels transactional. But if I only post fun, vibey stuff, people forget there's actually a show to come to.

That Threads promo I did for Haunted Comedians back in January? It didn’t feel like it did anything. Low likes, no shares. But two people showed up to the show because of it. That’s brand building working in the background. Quietly. But powerfully.

This module reminded me that just because something doesn’t look successful in the moment doesn’t mean it isn’t working.

And honestly? That’s a huge mindset shift for someone with an AuDHD brain that craves instant feedback and visible results. I’ve learned to ask:

Is this post about sales, or story?

Am I expecting a click, or just trying to show I’m alive and funny?

Knowing the role of each piece of content helps me stop judging everything by the same metric.

III. How Other Comedians Can Apply This

If you’re a comedian (or creative of any kind), you’re already doing some form of brand vs. performance marketing—you just might not be labeling it that way.

Here’s how to start thinking about it in practice:

Performance marketing = direct promo. Show flyers, ticket links, “come see me tonight” posts, tour announcements. These are clear, immediate, and trackable. You’ll know right away if it’s working.

Brand building = content that deepens your connection. Clips, personal stories, jokes, BTS chaos, stuff that makes people say, “I love their vibe.” This might not sell tickets today, but it builds loyalty that pays off later.

And just like OOFOS, you need both.

You don’t have to split your calendar evenly, but you do need to know what your content is doing. Otherwise, you’ll either feel like:

“I’m yelling BUY TICKETS all the time and no one listens,” or

“People love my stuff but no one shows up to anything”

Here’s a simple system:

Before you post anything, ask: Is this brand or performance?

Brand = consistency. Keep showing up, building trust.

Performance = timing. Make the ask when it counts.

If you’re neurodivergent, this also gives you permission to not expect everything to do everything. That kind of clarity is a gift.

TL;DR On Marketing Trade-Offs

You don’t have to choose between being the thoughtful artist and the savvy self-promoter.

Marketing, like comedy, is all about timing and tone. Sometimes you sell the show. Sometimes you sell yourself—your voice, your values, your vibe.

OOFOS reminded me that the most sustainable strategy isn’t about going all-in on one tactic. It’s about knowing which tools support which goals. It’s about trusting that not every ad—or post or joke—needs to hit now to mean something later.

So whether you’re trying to build a brand or sell the damn shoes… just make sure you know which one you’re doing when you hit “post.”

That's it for today!!! Hope you liked it. Tchau tchau <33