Audience first marketing is all about the notion of building a loyal audience first through content creation and sharing, before actually ever having a business. The piece I wrote about this was widely shared recently. If you happen to have missed it, here's a link. Once you have an intimate knowledge of the audience needs and wants, you have an incredible opportunity to sell … [Read more...]
5 Steps to gaining authority through embedded media
Embedded media is where you publish or broadcast as an author using the reach of an established platform. To the reader, you appear to be contracted by the organization to provide content either regularly as a columnist, or on occasion as a contributor. You could also be a regular commentator on a radio or TV broadcast, or you might be contacted on occasion to comment as an … [Read more...]
Building media equity as an owner
Sometimes being a tenant can suck. Especially when your landlord ups the rent, changes the rules, announces a major renovation, or evicts you. Landlords have a lot of power, since they do after all own the place. You are simply paying the privilege of staying there. But it can appear mean spirited to have the rules of your tenancy change if you’ve been there a long time, have … [Read more...]
Being human in the age of being digital
Nicholas Negroponte wrote "Being Digital" in 1995. In it he shared insights of endless possibilities for our future based on his work at MIT. I pulled it off the shelf last week and have been revisiting it. The book was a fascinating read for anyone remotely connected to the communications industry when it was released. Flash forward 22 years and much of what he envisioned has … [Read more...]
How to assign value to your media reach
This week I’ve been working away at another client media analysis, and it has brought up some interesting questions about how we apply value to media. Generally with traditional print and broadcast media, we assign a price value equivalent to what it would cost to purchase the space or time in the media. An accepted industry standard estimate is to then apply a multiplier of … [Read more...]
