Welcome to MarTech Cube, Michal. We’re excited to speak with you about the shifting landscape of marketing strategy and how new research is highlighting a major pivot from rented to owned media channels.
To start off, could you please share a bit about your professional journey and what led you to your role as Head of Content & SEO at GetResponse?
Thanks for having me! I’ve been with GetResponse for over 13 years now.as an account manager, working directly with key customers and educating them about best practices and solving issues: customer training, webinars, courses, content like that, and over time shifted into content marketing and partnerships. I’ve always loved digging into what makes people tick, and content is such a powerful way to build real connections. These days, I lead a team that focuses on strategy, SEO, and scaling our content across global markets.
Your latest research surveyed over 1,300 marketing leaders globally. What was the most surprising or significant insight that stood out to you?
One thing that really stood out is how wary marketers have become of big platforms. There’s a lot of talk about performance and reach, but what we’re hearing now is more about trust – or the lack of it. People are saying, “I don’t know if I can count on this channel being around in six months.” That’s a huge shift. So while social media still has a role to play, more and more marketers are looking for stability, and they’re finding it in owned channels.
Only 14.5% of marketers fully trust social platforms like TikTok, Meta, or X to remain stable in the next year. What does this say about the current state of social media marketing?
It’s the volatility. You’re playing on someone else’s turf – one policy change or algorithm tweak and everything can change overnight. The TikTok ban talk really brought that home. Even if a platform’s working for you right now, the long-term picture feels risky. Marketers are asking themselves: “What happens if this disappears?” And that’s making them rethink where they build their audience.
With over 60% of marketers increasing focus on alternative channels, what makes email marketing the frontrunner in this shift?
Email just gives you a level of control that no other channel does. When someone signs up, they’re inviting you into their inbox – that’s a high-trust space. And once they’re there, there’s no algorithm between you and your message. Plus, it’s measurable, personal, and relatively low-cost compared to ads. When done right, it’s a powerful driver of engagement and ROI.
Despite email marketing ranking highest for both control and ROI, only 26% of marketers are heavily investing in it. Why do you think there’s a gap between its perceived value and actual usage?
That’s the big question, right? I think part of it is that email isn’t as “shiny” as newer platforms – it’s not the one making headlines or going viral. There’s also a fear of spamming or doing it wrong. But those fears are usually based on outdated ideas. With today’s tools, it’s easier than ever to send the right message to the right person at the right time. It just takes a bit of strategy – and a willingness to commit to the long game.
How has the potential TikTok ban affected marketers’ confidence, and do you think it’s a signal for a broader change in media investment strategy?
Absolutely. It’s kind of a wake-up call. Even if TikTok isn’t your core platform, it reminds marketers that no platform is bulletproof. This isn’t the first time we’ve seen this – remember when Facebook’s organic reach dropped off a cliff? Owned media gives you a safety net. If one channel vanishes, you’ve still got your list, your CRM, your relationships.
What are the biggest challenges marketers face when transitioning from rented platforms to owned media strategies?
Two things come to mind. First, it’s a mindset shift – you have to stop chasing short-term wins and start thinking long-term. Second, it’s the setup. You need to build the infrastructure: email lists, automation, segmentation. It can feel overwhelming at first, but once it’s running, it’s actually more sustainable than constantly chasing clicks on social.
What’s your personal strategy for building a resilient content and SEO approach that supports long-term brand growth?
For me, it’s all about creating value that people come back to. Whether it’s a blog post, a report, or an email sequence – I want it to solve a real problem. On the SEO side, we’re always optimizing, but the foundation is quality content. And we try to make everything part of a bigger journey. So a reader might land on a blog post, but they’re also invited to join our newsletter – we’re always trying to build that owned connection.
For marketing leaders looking to rebalance their media mix, what advice would you give for making owned channels a bigger part of their strategy?
Start by making it easy for people to join your world. Use your existing platforms to drive signups – offer something valuable in exchange, like a guide or access to exclusive content. Then make sure the experience they get afterward matches the promise. Keep it personal, consistent, and helpful. If you do that, people want to stay connected, and that’s where the real value comes in.
Finally, any thoughts you’d like to leave our readers with on how to prepare for the next wave of change in digital marketing?
Don’t build your strategy on rented land. It’s fine to use social and explore new channels, but make sure your foundation is something you own. That means email, your website, your content. If you get that right, you’ll be in a much better position to adapt, no matter what platform changes or tech surprises come your way.
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Michal Leszczynski, Head of Content & SEO at GetResponse
Michał Leszczyński is the Head of Content & SEO at GetResponse, where he has been a driving force for over 13 years. With a strong focus on strategic content development, educational leadership, and relationship-building, Michał plays a pivotal role in delivering meaningful value to both customers and partners. His work sits at the dynamic crossroads of data, trends, and storytelling – a space where his passion truly comes to life.
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