I love podcasts. In fact I’d say I’m something of a podcast junkie. Each time I get in the car I listen to one, be it on my commute to the office, or a business trip. I listen to them on plane rides. And when I go for my evening walks in the park. Podcasts are easily the most updated audio app on my phone, as I download several new episodes of my favorite ones. As I write this I have twenty-two different podcast channels lined up each with new content waiting for me to listen to on a variety of subjects such as history, motor sports, Sherlock Holmes, James Bond, movie reviews, creative writing, industry news, and Content Marketing.
My two favorite Content Marketing podcasts both come from my friends at the Content Marketing Institute; “Content Inc”. from Joe Pulizzi gives short (about 5 minutes) tips and ideas – just enough to spark some thought for the day; while “PNR: This Old Marketing” is a weekly hour long discussion between Joe and his CMI cohort, Robert Rose on the latest trends in Content Marketing. Both are highly recommended.
The fine folks at CMI also popped up on my Amazon Prime streaming feed at home with their just release documentary “The Story of Content.” The latest issue of their magazine CCO sits on my desk, and I follow CMI on Twitter each day. – In fact I’m something of a CMI brand advocate. They are one of the best models of how to build a business through content.
What makes CMI stand out is that while they are selling consulting, training, and events they don’t act like a traditional consulting house, instead they act like a media company. They use content to position themselves as industry thought leaders, and they tailor that content to the different channels they use to engage with their audience. (Note I said audience, not customers.)
For many years I’ve being delivering the message that all companies should think and act like publishers. Well that is no longer enough – You need to act like a media company.
It isn’t enough to continue to just produce print-based collateral such as brochures and press releases and try and slice it and dice it to fit onto different digital platforms.
So how do you approach being a media company?
Take a look at this business plan by arguably the most successful media company on the planet.
This was Disney in 1957 – almost 60 years ago – yet every channel was designed to use content to build the business.
Think about the following and apply it to your business.
- What’s the core activity that you want to build an audience for?
- What channels can drive that engagement?
- What value can each channel add?
- Who is the audience for that channel?
- What content type works best on that channel?
- How can we create the right content for that channel with connections that engages the audience enough to be drawn back to the core activity?
- How do we connect that content to present an overall brand experience and consistent story no matter which channel the audience engages with first?