The New Rules
Finally.
The Hairy Dinosaur speaks… again.
It’s taken a while for this “evolving media guy” to make another entry.
And that’s a problem: a blogger needs to blog.
But the Herculean tasks of a media startup are… well… big.
Anyway, this Brady Media Group thing has taken off like wildfire. People want to hear what this old media guy has to say. And what I’m preaching. And here’s why. We’ve touched a nerve.
Content REALLY IS KING.
Organizations of all kinds – retailers, big manufacturing, medical practices, schools, non-profits and a lot more – are finally realizing they can create their own digital content!
And we at Brady Media Group are helping lead the charge.
Old advertising and hierarchical PR is giving way to a new generation of marketing and publicity on-line.
Whether a blog, e-book, white paper, podcast, video blog or narrative streaming video, the revolution is gaining momentum.
What revolution? It’s the movement AWAY from top-down, one-way, autocratic broad-based big media content – toward more unique, niche-based, on-demand, dialogue-format media in which providers actually try to educate, inform, entertain and engage a smaller, highly-focused digital audience.
How? By providing great, original content with a benefit up front, free of charge and on-demand.
And clients can do it themselves. In fact, it’s probably BETTER if not homogenized by a bureaucratic media “spin” involving several layers of PR-speak. At Brady Media, we just help guide, coach, instruct and format the content. And the more authentic, informative and use-friendly the content – the more interest it attracts.
Honest.
If you don’t believe little ol’ me, just pick up a copy of David Meerman Scott’s bestseller “The New Rules of Marketing and PR” – available at www.Wiley.com.
His new rule mantras include:
· People want authenticity, not spin.
· People want participation, not propaganda.
· Instead of causing one-way interruption, marketing is about delivering great content at just the precise moment your audience needs it.
· The internet has made public relations PUBLIC again, after years of almost exclusive focus on media.
· Companies must drive people into the purchasing (or donating or volunteering or whatever) process with GREAT ONLINE CONTENT.
Now of course, there is still high demand for the BIG AGENCY campaign with the BIG AGENCY branding effort and the BIG MEDIA buy. Budweiser needs it. So does Universal when a big movie comes out. But more and more of us are realizing that the internet offers an unheralded platform for bypassing big media and big agencies altogether.
Scott cites Jim Peterson, President of The Concrete Network, who says “Businesses will live or die on original content. If you are creating truly useful content for customers, you’re going to be seen in a great light and with a great spirit – you’re setting the table for new business.”
Think about it. When you start to think about buying a new hand-made Texas hill-country dining room table, what do you do? Fire up the desktop and search for “Texas hill-country dining room table,” right? So if a local manufacturer or distributer had a free white-paper on “What to Look For When Buying Authentic Texas Hill Country Furniture,” or better yet, a short video demonstrating the difference between quality manufacturing and the cheap stuff, you’d certainly download and watch it, right? And more importantly you’d consider that vendor to be a) knowledgeable, b) helpful and c) accessible, right?
So what’s stopping you from using this kind of powerful, contemporary, direct marketing machine for your product, service or non-profit? If you need a coach, I’m right here.
It’s the future. Available today.
