Why Your Business Needs to Adopt
a Media Mindset
“Every single company out there, where they know it or not, is a media company in addition to the business or product that they specialize in. The faster your business realizes that it’s a media company, the more likely it will be to succeed in 2020, in 2025, in 2030…” – Gary Vaynerchuk, serial entrepreneur, investor and author
The world is changing rapidly – and it’s hard for businesses to keep up. Almost all businesses are now digital businesses, because they have a website, social media accounts and other online activities.
At the same time, as consumers increasingly live their lives online, their attention spans are decreasing and they’re scanning their feeds quickly for information that is interesting, entertaining and relevant to them. In short, they’re looking for content that attracts their attention immediately.
In this crowded online world, converting prospects into customers is more difficult than ever. There’s so much ‘noise,’ ‘chatter’ and ‘clutter’ that it’s easy to get lost or drowned out if you don’t develop and maintain a content strategy that interests, engages and resonates with your target audience.
In order to create and distribute engaging and relevant information on a regular basis, your business needs to adopt the mindset of a media company. But how do you do this?
Become a Well-Known Authority in Your Field through Content Marketing
Create and distribute valuable content that causes your audience to stop and think.
Be different from everyone else producing similar content. Be like a breath of fresh air, giving your unique perspective on the topics you cover using your authentic voice.
Become known as a visionary by presenting new ideas and new ways of thinking. Change people’s perceptions of an issue so that they see it in a new and illuminating way. Shake up current thinking and bring something new to the table.
Become a trusted authority in your field by being helpful. Answer questions on social media and always respond to comments. Show your audience that you’re approachable and dependable. This will strengthen your reputation and build trust.
Once you become known as an authority or thought leader, people in your audience will share your content frequently and recommend you to other people they know. Your sphere of influence will become wider and wider.
Produce a content production and distribution plan and keep to it, even if you don’t see quick results.
It takes time, patience and perseverance to become a well-known, authoritative voice, but the investment of time and energy is worthwhile.
Over time, you’ll build up a resource of relevancy that people will turn to again and again … and if they require someone with your skills and experience, the first person to come to mind will be you.
Tell Authentic Stories
The best way of engaging your audience is by telling authentic stories that they can relate to. Tell a variety of stories about your business including:
- Inspiring stories about the challenges the business faced and how it overcame them and grew
- How the business helped a customer to solve a specific or unusual problem
- The story of an employee who has overcome an obstacle in his or her personal or professional life
- The achievements of employees both inside and outside work
- How your business engages with the local community, perhaps by volunteering with a charity that helps disadvantaged children
- How your business contributes to society as whole, whether this is through adopting a zero-waste policy or by purchasing and/or selling Fairtrade products.
Develop a Media Platform
Develop your own media platform to distribute your content through as many different channels as possible. As you use your media platform to build a community of people who share your business’s values, it will become one of your business’s most important assets. Its value will increase over time as you build trust and develop long-term relationships with past, present and future clients.
Distribute content regularly, whether it is twice a day or twice a week. Be consistent, so that people who like what they hear, read or see will know when to come back for more and won’t be disappointed when they do.
By doing this, you’ll be creating a ‘hook’ for potential new customers. They may not buy your products or services immediately, but they will form a trust-based relationship with you, which will make them very receptive to buying from your business in future. It will also encourage them to recommend your products or services to other people.
Involve Everyone in Content Creation and Distribution
Traditionally, the marketing department was solely responsible for content creation and distribution.
Now, it is everyone’s responsibility to create and distribute content, turning your business into a media company, even if it produces or sells something entirely different.
Instead of asking a senior executive to write an opinion piece on a trending story, why not ask one of your employees to contribute their views on what’s happening in your industry?
A voice that people in your target audience find easy to relate to will help you build rapport with your potential customers.
Individual employees can also share your company’s stories on a variety of media channels, extending your potential audience.
The digital age has levelled the playing field. All businesses, including very small businesses, can connect with potential customers worldwide in an authentic way.
To do this successfully, get to know your audience and give them the kind of content they crave on a regular basis. You may already have demographic information on your ideal customer, but you may need to do some research to find out which subjects would capture their attention. These may include the issues they care about and the ways they’d like to improve their lives and their businesses. In short, the topics that resonate with them deeply.
Your sales will be a direct consequence of the long-term content relevancy that you create and share with your engaged and attentive audience.
Starting with his own revolution, Laurent left his young and early corporate career at the age of 25 in the view of finding his life purpose – a purpose that would enable him to find meaning, fulfilment and happiness in his daily life. He now supports individuals in starting their own revolution through personal development courses, self-actualisation material and branding services.
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