Owned Content Is the Mother of All External Communications

If you're thinking about holistically what your external communication strategy is, you lead with the tip of the spear as the website. What role does then own content play in the mix? I often think that both for owned and paid companies over index on conversion, immediate conversion. But if you're building a long term brand here and you're trying to build an enduring business, every piece of content you put out is a way of building connection and fostering trust with your audience. So it's really important to take a long view.