One of my favourite marketing gurus, Gary Vaynerchuk, often talks about having a media company mentality.
He explains that the digital age means every business can act like a media company, producing as much content as you like across multiple online platforms.
Gary says this opportunity has paved the way for a new type of marketing; instead of selling constantly, you can now create helpful, educational, entertaining content and use it to get sales long-term.
Having a media company mentality means you create helpful, educational, entertaining content and use it to get sales long-term Share on XIn this blog post, ten ways to have a media company mentality.
1 – Publish in a variety of formats
Some people love to read. Others like to watch, and others listen.
Whenever you create content, consider making it in the format preferred by a wider variety of customers.
Every blog post should be a video, and every video should be an audio podcast episode.
Media companies are increasingly multi-media companies, with journalists responsible for writing words, shooting videos, and recording audio.
Cater for your customers by publishing your content in a variety of easy to consume formats.
2 – Create pillar content and repurpose it
Content repurposing allows you to take existing content, use it in various ways, and realise its maximum value.
A pillar content strategy allows you to focus 80% of your content creation energy on a ‘big’ piece of content before using 20% of your resources to repurpose it.
I recently shared three ways to repurpose your existing content, and this approach can work equally as well when creating new pillar content, ready to repurpose.
3 – Go off-piste with your content
In a recent blog post, Gary Vaynerchuk wrote:
The amazing thing is, the content you create doesn’t even have to be related to what you’re selling.
What relevant topics can you create content about that will still appeal to your target customer?
Are there content topics that could be even more interesting and exciting than your primary service?
We often get trapped in a content niche that is directly related to what we do. Don’t be afraid to go off-piste and see what truly resonates with your audience.
4 – Keep your content short and sweet
I bet you’re busy? I know that I am.
A 2019 study from researchers at the Technical University of Denmark found the collective global attention span is narrowing.
As we attempt to keep up with more and more information, it’s little surprise to hear that media attention is shrinking.
A global Twitter trend in 2013 lasted for an average of 17.5 hours. Fast forward to 2016, and a Twitter trend would only last 11.9 hours on average.
Keep it short, sweet and straightforward to consume. Be ready to move onto the next piece of content to keep your audience engaged.
5 – Consume a wide range of other content
Great writers read a lot.
If you want to create engaging content, consume a wide range of other content.
Look beyond your competitors too. Some of the best content ideas come from what is happening in different industries.
This lesson is especially pertinent if your home industry or profession has a reputation for a more traditional marketing approach.
Set aside a block of time each week to read, watch and listen to other content, so you can find the ideas that will inspire your content creation.
6 – Go offline too
When others zig, you should zag.
Digital marketing is dominant in 2021 because it is relatively cheap and easy to publish online content.
But the movement to online marketing creates an opportunity to step into the gaps left behind.
Don’t neglect more traditional forms of marketing, including print advertising, direct mailing and television or radio ads.
7 – Value the reach of your platform
It’s lovely to be featured in the national press, but it’s not strictly necessary to reach a decent size audience.
I discovered this first-hand earlier in the year when a photograph I shared on Twitter went viral.
Many social media accounts now feature a much bigger reach than the daily or weekend papers.
Your platform can reach more significant numbers than some of the established players.
If the content you share is creative or hits the right nerve, you don’t need to be a newspaper columnist or radio guest to reach many potential customers.
8 – Be yourself
Authenticity wins every single time.
In an increasingly crowded marketplace, we intuitively seek out those who share our values.
You unlock a potent persuasion tool when you allow a bit of yourself to feature in your content.
When writing or recording, being your authentic self also means there are no nasty surprises when you get down to business.
9 – Contribute to other platforms too
Spend time building your platforms, but don’t neglect the reach potential of being featured on other platforms.
Offering to appear as a guest on another podcast, record a video for another YouTube channel, or write a guest blog post are all fantastic ways to reach a different audience.
Look for existing platforms that are complementary instead of competitive.
Offer to add value by sharing your expertise and experience, and both parties can win.
10 – Take more risks
When creating content, it’s tempted to stick to the well-trodden path.
However, with shorter attention spans and more content being produced, you need to act differently to rise above the competition.
All small businesses should be prepared to take some risks with their content marketing. Don’t be afraid to experiment.
If your content risk-taking and experimentation comes from an authentic place, you are unlikely to offend or alienate your target audience.
Be yourself and allow your quirks to shine through in your content
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How does this idea of having a media company mentality make you feel? I know it excites me!
What are some ways in which your own business could adopt this mindset and become more than just another product or service provider?
Let us know what’s on your mind by getting in touch with the Bear Content team.
