How many of you watch the local news in your area?
How many of you have a local newspaper subscription?
I can tell you that my consumption of news information in these areas has fallen off dramatically over the last 10 years. Today, everything is about instant news information. By the time the story hits the air or is printed, it is almost old news by then. Using this example, why am I so surprised that people’s interest in our websites are falling off. As a marketer, I am seeing this time as a huge transition period. I am constantly looking at different mediums and systems to find a good fit.
It is really coming down to the fact that I need to think about our company having a media arm in this new environment. I am looking for ways to make our company message resonate with people. The biggest hurdle for me right now is there is not a lot of good information out there on this topic. Many people would disagree with me, but the truth is each company approaches their clients a little bit differently. This is not a cookie-cutter system. This system is a very real system and I know I need to figure out the best way for our company to succeed.
I have gathered some information in this area and here are some of my findings:
Executives – The companies that succeed in bringing a media arm to their companies are those executives who roll up their sleeves and get involved. This isn’t a project for a new hire. It takes a whole new team of employees. I know I need media technical people, strong, knowledgeable client service people, marketers who have experience in bringing new media ideas. Overall, if the plan is going to succeed, it will be the people at the top who take hold of the responsibility to see that plans are implemented, killed, monitored, killed and implemented again. It is all about getting in and trying different media to understand better what works and what doesn’t.
Website – Website strength is huge. I believe a website has more value than an app or a social media platform. I can only speak to my experience, but it really comes down to building a whole new experience for clients and for me an app or social media platform is too limiting.
Content Creation – It is critical to continue to develop content. In 2016, I created less content and it showed in the number of people coming to our site. The good news was that older content 1-5 years old still has value and purpose. This is true, if this content is reshared today. Today, some of the articles that create the most traffic are those articles that someone has recently shared.
Social Media – It is one piece of the whole media pie. For me, I’ve found a couple of platforms that work and I keep experimenting with the others to see if any additional value can be found.
Network with Others Who Use Media – I’ve really found tremendous value here. It is really key to make connections with people who are using digital media and not just talking about it. There is a difference. These type of people can be valuable resources and are better than any book or article out there. Learn from others where you can.
Adding a digital media arm to our company is a necessity in my mind and it something worth spending time and resources in. I am hopeful that the work we are doing in 2016 will pay dividends very soon. I have also learned that testing new ideas in this area is critical. The only way to know if something works or doesn’t work is to try it yourself. Don’t rely on people’s opinions because you can always find an opinion to back your own position. Find out the truth for yourself. You will be a much happier person and will see the value of a digital media arm.