This is a topic has been on my mind for a while, and I’m mad I haven’t acted on it sooner. Everyone should act like a media company does nowadays.
The internet, social media and our phones has made it easier than ever to produce content and distribute it to customers. Back in the day, you would have to spend a crazy amount of money to create a campaign to promote your brand. Now, you can use your phone and few apps and run ads for a couple of bucks.
It’s really just getting started. To me, It’s all about participation. If you focus on content, and attempt to build brand, you’ll be on the right path.
There’s no excuse not to create content around your brand, product, service or business. Out can be starting a blog, vlogging on YouTube, creating a podcast, it doesn’t matter what it is. The thing is just getting started.
Creating new content may be time consuming. If that’s the cast, document. Show your process, interview your employees, show a few shots of your office or studio. Give your opinion on your industry. You can even start by sharing other people’s post that relate to your brand.
If you think like a media company, you’ll start prioritizing your brand. Brand is everything if you are trying to create a business of value.
We grew up in a world where every business has been selling to us constantly. The reason for that is because they only had one right hook. It costs a lot to produce a commercial, to put up a billboard and make a radio ad. But now, you can produce much more content for far less money.
This has created an entirely new way of marketing. Instead of selling to people, now you can create entertaining content as the gateway to the long term sale. This is the difference between building a brand and being in sales.
The content you produce doesn’t even have to relate to your product. You can things you’re interested in, the news, sports, the weather and even yourself. As long as you are focused on bringing substance to your followers, you are going to build a reputation and a relationship.
For example, a restaurant talking about the Miami Heat in a Facebook post isn’t going to make their customers think that they sell basketball jerseys. But what it can do is attract a Miami Heat can who wants to go to a restaurant they think supports their team. It can also get them a gig with the Miami Heat themselves.
It also a piece of content that humanizes your brand and build relationships. So not don’t be afraid to talk about things that don’t relate to your brand from time to time.
People often underestimate distribution. Content is not always enough. Anybody can create something interesting, but if no one ever sees it, it becomes what’s the point?
There are two ways that you can get your content in front of people. One is backing into the culture and the other is buying ads on social media.
The latter is the easier route to take. Save up $100 and buy ads on your social content and you will gain reach. There’s no guarantee that people will follow you or buy your product, but it’s guaranteed that someone will see it. With ads, you can target a specific audience by age, geography, likes, and more.
Facebook targeting is where it’s at. You can list your business address, set a radius, and everybody in that radius will see it in their feed.
The other way is much more difficult, hacking into culture. What I mean by that is, you should be dissecting the the people in that culture and understanding what is relevant in it. This is something that can create a tremendous opportunity.
If you don’t start thinking like a media company and prioritizing your brand and creating content, you’re going to be left behind. This is the way things are now. Content is what’s going to create opportunities for you.