Market Like a Media Company
By. Georgann Smith
Creating and delivering content that engages a target audience is a goal of any marketing department. Whether they serve a large multi-national corporation or a financial institution’s (FI) local branch, the goal of these professionals is the same: To promote their unique value proposition, ultimately driving sustainable growth.
According to marketing and social media guru Brian Clark, businesses must think (and market) like media companies. To think and market like a media company, marketers first have to understand just what media companies are doing right:
- They make sure to post the right kind of content for the medium, company-owned website versus Facebook or Twitter, and are very thoughtful about what comments are added.
- They publish frequently and schedule their posts accordingly to the timeliness of the content.
- They listen and engage with their constituents, using feedback as a way to source, develop and tell stories.
- They expect all their employees, including journalists and editors, to be onboard with their policies and procedures (especially for social media outlets like Twitter and Facebook) and to utilize all the media at their disposal in a professional manner.