How To Become The Next Media Company

by · October 21, 20134 comments

If you haven’t figured out that the key ingredient to social marketing, and thus digital marketing, success today is through great content, you’ve not been paying attention. Even your old-school thinking of shoving ads at people was content marketing. The ad had to say something, right? It had to be compelling, right?

Advertisements are content, too.

While social brings with it the layer of service and engagement that other channels may not require, your success as a company in social marketing is still squarely predicated on whether or not your can produce content. Maybe it’s blog or Facebook posts. Perhaps it’s Tweets or Slideshare decks. Maybe it’s YouTube videos or catchy images posted on Tumblr.

You are a content machine. You are a media company.

Your Brand - Michael BritoMichael Brito captures not just this idea, but how to plan, build and manage it in today’s digital world in his new book Your Brand, The Next Media Company. And he does it all within the context of social business … not just social media. From understanding internal and external influences, strengths and weaknesses to consumer media habits and more, Brito brings to life a number of concepts for businesses:

  1. The customer journey is dynamic – Let’s face it, as Brito puts it, Customer Attention Deficit Disorder (CADD) is rampant. How do we break through not just the clutter, but the tendency for the customer to suffer from the, “Look! A Squirrel!” syndrome.
  2. Business objectives have stayed the same – Regardless of the changing landscape social technologies and the social customer have brought about, business is still business. Understanding how being a media company fits into that context is crucial for success.
  3. The differences between social brands and social businesses – Brands use the technology. Businesses drive core metrics with it.
  4. How Social Business Centers of Excellence and Content Strategies integrate in your business – There are few blueprints for this out there that are understandable. Brito’s is.
  5. How content governance can transform your organization – When the internal and external focus is on the content needed to be a social business and drive marketing, customer service and more, every silo in the organization understands its role and responsibilities. This cohesion may be the thing your business is missing from social business and digital marketing success.

No book would be complete without plenty of case studies and no social marketing book would be complete without profiles of social technology vendors. This books is littered with them. That, in and of itself, make it a useful read.

But Brito’s latest is more than just a good pep talk or reminder of how to be social. It’s a blueprint for taking your organization to a new level of social business success through embracing content marketing and being your own media. It’s smart, strategically driven and written by someone who has proven success in building social practices at some of the world’s largest brands.

This book is probably better suited for enterprise and larger companies. The ideas here are not without their cost in implementation. But even small business marketers will be able to see what success looks like, provided they can find the time and meager resources to build what Brito advocates here.

Your Brand, The Next Media Company is an important book to take your business to a new level of strategic success in our ever-changing social world. Buy it. Read it. Share it. You won’t be sorry.

Note: I serve on the editorial board for Que Publishing, which is the publisher of this particular piece of work. However, I was not a part of its writing or editing and did not see the manuscript until the book was finished. Michael Brito is a friend and professional colleague who has spoken at my events before. But if his book sucked, I’d say so. He’d want me to.

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About Jason Falls

Jason Falls

Jason Falls is the founder and chief instigator for Social Media Explorer's blog. He is a leading thinker, speaker and strategist in the world of digital marketing and is co-author of two books, No Bullshit Social Media: The All-Business, No-Hype Guide To Social Media Marketing and The Rebel's Guide To Email Marketing. By day, he leads digital strategy for CafePress, one of the world's largest online retailers. His opinions are his, not necessarily theirs. Follow him on Twitter (@JasonFalls).

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Comments on Social Media Explorer are open to anyone. However, I will remove any comment that is disrespectful and not in the spirit of intelligent discourse. You are welcome to leave links to content relevant to the conversation, but I reserve the right to remove it if I don't see the relevancy. Be nice, have fun. Fair?

  • http://linkedin.com/in/shawnmorton.com smorty71

    I continue to struggle with this idea of “content marketing.” Isn’t it *really* just marketing rebranded by folks who are selling social media to organizations?

    In your post you mention “your success as a company in social marketing is still squarely predicated on whether or not your can produce content.” That sounds like a content marketer talking. Reminds me of when everyone was pushing social by saying stuff like “to succeed, you need to be part of the conversation.”

    All of those things sound good on paper, but, at the end of the day, the business metrics you care about don’t change just because you start using social. If you’re a car company, you still need to sell cars, keep customers happy, etc. Social helps, but it doesn’t stand alone.

    This idea that brands need to be more like media companies sounds like a justification for this new-age content marketing idea. In fact, I would argue that content marketing is why most brands aren’t that good at social. They decide that they need to be a media company and try to fill a content calendar. That leaves consumers exposed to 3-5 posts per week that are mostly worthless.

    Media companies are about impressions and commercial breaks and interruption. I don’t think any of us want to be in a “relationship” with brands that treat social like that.

    Would love to hear from content marketers who can actually explain how this isn’t just marketing (and show that I’m just grumpy on a Monday morning).

    • http://socialmediaexplorer.com JasonFalls

      Interesting perspective. I personally would simply ask how you intend to let the world know about your product or service if you’re not using content to market? In my definition of content marketing, without content, you don’t market. Ads, PPC, etc., are all made up of content. Those brands with the best content stand out, attract the audience and win.

      So if you’re calling bullshit on content, how do you suggest we get the word out?

      • http://linkedin.com/in/shawnmorton.com smorty71

        I’m calling bullshit on “content marketing” being called something other than marketing. There are content marketing conferences and books and experts now. Seems like someone decided to make up a new name for something that we’ve always done. I absolutely agree, it is how you get the word out which, for decades, we called “marketing.” :)

        • http://www.britopian.com Michael Brito

          First – appreciate the post @JasonFalls:disqus. you are a good friend and colleague. @smorty71:disqus appreciate your perspective. Tell you what .. let me buy you the kindle version and let me know what you think. I too, think content marketing (as a term) is bullshit. The argument in the book is that brands must look beyond the buzzword and become a “content organization” or a media company. Not in terms of selling ads/impressions but more about how to build and optimize the content supply chain so that brands can tell a consistent story across paid/earned and owned media … and do it all the time. Not an easy task.