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SHORTS: Why Your Company Needs to Start Acting Like a Media Company


B2B and B2C market trends are becoming increasingly competitive and marketing strategies are fighting tooth and nail to keep up with changing consumer behaviour. Whether you are in the business of providing goods, services or a hybrid model, in order to stay relevant and top of mind in today’s digital economy, your company must have a plan in place to stay in front of your audience at all times. This can be achieved by building a company wide system to produce content at scale, just like media companies do.

Standardizing your approach to video content will help:

  • Develop on brand content at scale
  • Establish a consistent presence in the places your customers are already spending their time
  • Reduce unit costs by realizing efficiencies at every stage of the production process
  • Plan content calendars with more accuracy and efficiency

Consider the following:

  • In 2021 alone, video content was to account for 82% of all consumer traffic on the internet.
  • Videos posted on social medial generated 1200% more shares compared to images and text (combined!)
  • 87% of online marketers made use of video content
  • And lastly, the volume of mobile video consumption has been increasing year over year. By 2022 it is predicted that online videos will make up over 82% of all consumer internet traffic, which is an astounding 15 times higher than was the case in 2017

With these stats in mind, and video content maintaining it’s position as the medium with the highest conversion rates, let’s review the 3 steps your business can take to tap into a media company mindset:

  1. Establish your Niche

While testing the limits of your creativity is great, content marketing success is achieved by those who uncover and exploit a niche. Understanding what type of content resonates with your audience, and then doubling down, develops a more cohesive brand voice and loyal audience, who actively seek insights on your specific topic. Establishing expertise in a specific niche builds your credibility as a subject matter expert, and adds authority to your voice. As Steve Jobs simply put it, “Do not try to do everything. Do one thing well”

2. Create a Product List & Roadmap

With your niche identified, you’re ready to examine what types of content best fit the different parts of your sales funnel and drive the highest engagement:

What content are you going to produce, what repeatable processes can you follow and how much is it going to cost? While there is always room for your creative processes to bend, they should never break. Keep in mind what may work for one business structure, may not work for another, a roadmap is not one-size fits all. A solid roadmap will provide marketers across your entire organization a set of guidelines and principles to follow, which creates continuity in both the product and brand voice.

3. Execute. Measure. Execute.

With your niche identified and roadmap in place, all that’s left to do is create. Remember though, whatever direction you head, make sure you are measuring attraction, attention and retention. Where are your views coming from, how many people are watching your video and how long are they watching for. While instincts may get you started, the numbers will usually tell a different story; torture the data, and it will confess to anything.

Publishing on brand content at scale can feel like a daunting task, especially if video hasn’t traditionally been part of your marketing strategy, but if you follow these 3 steps: establish a niche, build a roadmap, create and measure unapologetically, you’ll be well on your way. Customers will reward the efforts of companies who consistently show up, with the right message, on the right platform, at the right time.