8 ways a digital media platform is more powerful than “marketing”

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Post on 11-Aug-2014




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You may have heard that “media not marketing” is the future of online business … but what does that actually mean, what can it look like? As you’ll see in this SlideShare, examples of a media-first approach done very well are all around us, it only takes a simple shift in thinking to see them. Can this "media not marketing" approach to building an audience have an actual effect on the bottom line revenue of your business, or is it just more philosophical wordplay? Let's find out ...


  • 8 Ways a Digital Media Platform is More Powerful than Marketing B R I A N C L A R K
  • Taking a media approach to building an online audience is way smarter than traditional tactics of marketing and advertising.
  • Not because media tricks anyone, but because ...
  • It gives people what they want
  • In a format that they prefer
  • How?
  • What follows in brief are eight ways that building your own digital media platform can make your business more ...
  • inuential
  • persuasive
  • protable and
  • It's time to kick traditional concepts of marketing and advertising to the curb.
  • Ready?
  • Its All About the Presentation 1
  • Trying to overtly persuade someone is much less persuasive than more subtle forms of inuence.
  • Seems contradictory, right?
  • You want to present your message within content that people actually want to pay attention to.
  • Not wrapped up boring "marketing" messages that only make them want to tune out.
  • For instance, some of the things I consider to have had the most inuence on how I view the world and make decisions about are works of ction.
  • What about you?
  • Demonstrate Authority, Dont Claim It 2
  • Creating media content establishes authority and expertise by demonstrating it on the world stage, for all to see.
  • Even better, you dont ever have to claim your own expertise ...
  • because other people will do it for you in a much more credible way.
  • Does the idea of self-promotion make you nervous?
  • If so, let it go and let the media you publish to the open web do the promoting for you.
  • The Social Proof is in Social Distribution 3
  • Contrary to popular belief, you dont have to go wildly viral in order to benet from social distribution.
  • Your content turns you into a "social object" that spreads, and thats often more powerful than even a network television deal.
  • The crowd itself spreads what it likes and nds useful, rather than the best guesses of some sheltered media executive.
  • OK, but what is a "social object?"
  • My friend Hugh MacLeod coined this very helpful (and powerful) phrase, read more about it right here.
  • Give to Get 4
  • Sociologists maintain that all human societies subscribe to the principle that we are obligated to ...
  • repay
  • The distribution of free online content from your media platform creates an ongoing relationship with an audience ...
  • A relationship that creates a perfect picture of
  • generosity and
  • reciprocity
  • It's, Like, Really Simple 5
  • Simply put, we like to do business with people we like.
  • When creating media content to grow your business, the key to earning that likability comes down to two things ...
  • a. A relentless focus on helping others.
  • b. A relatable even fallible human voice.
  • Be Likeable.
  • Get Your [Digital] Foot in the Door 6
  • Psychologically, we tend to act consistently in light of our prior commitments and actions.
  • This is important when you think of the steps that a prospect takes by coming into your audience on the way to becoming a customer or client.
  • Each of these steps is a further commitment of trust and belief in you ...
  • and each satisfactory step in turn transforms you from a choice to the only logical choice.
  • So, what is the rst step in getting your digital foot in your prospect's door?
  • Create media that people actually want not advertising that they want to ignore.
  • Tell Me a Story 7
  • Storytelling is one of the most powerful forms of inuence on the planet.
  • If you tell the right big story (a story your prospect wants to hear, but doesnt know it yet), your business could take off.
  • The point here is to do everything you can to tell better stories with a media-rst approach.
  • If you do that, youll quickly nd that you are a terribly persuasive person.
  • And unlike advertisers, you'll have permission to contact your audience with a new story whenever you want.
  • Educate to Inuence 8
  • When you think about it, teachers are actually some of the most inuential people in the world.
  • Anyone who teaches you something by creating understanding and knowledge has changed the way you think f o r e v e r.
  • What if your marketing strategy were essentially to become the best teacher you could possibly be?
  • Wouldn't you rather be known as a beloved teacher, rather than merely a person who sold something to someone?
  • Yep, that's what I thought___
  • So there you have it (though briey) ... the eight ways that building your own digital media platform can radically change your business.
  • Do You Want the Whole Story?
  • Get the full audio and transcript this SlideShare ... plus access to new episodes, in-depth webinars, reports, and more: Sign up (no charge) at NewRainmaker.com
  • 8 Ways a Digital Media Platform is More Powerful than Marketing 2014 Copyblogger Media Get even more at Designed by Rafal Tomal Written by Brian Clark
  • Generate a ood of new business with the power of a digital media platform.