8 ways a digital media platform is more powerful than “marketing”

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8 Ways a Digital Media Platform is More Powerful than “Marketing” BRIAN CLARK

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You may have heard that “media not marketing” is the future of online business … but what does that actually mean, what can it look like? As you’ll see in this SlideShare, examples of a media-first approach done very well are all around us, it only takes a simple shift in thinking to see them. Can this "media not marketing" approach to building an audience have an actual effect on the bottom line revenue of your business, or is it just more philosophical wordplay? Let's find out ...

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Page 1: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

8 Ways a Digital Media Platform is More Powerful than “Marketing”

B R I A N C L A R K

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Taking a media approach to building an online audience is way smarter than traditional

tactics of marketing and advertising.

Page 3: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

Not because media tricks anyone, but because ...

Page 4: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

It gives people

what they want

Page 5: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

In a format that

they prefer

Page 6: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

How?

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What follows – in brief – are eight ways that building your own digital media platform can make your

business more ...

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influential

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persuasive

Page 10: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

profitable

and

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It's time to kick traditional concepts of marketing and

advertising to the curb.

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Ready?

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It’s All About the Presentation

1

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Trying to overtly persuade someone is much less

persuasive than more subtle forms of influence.

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Seems contradictory, right?

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You want to present your message within content that people actually want to pay

attention to.

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Not wrapped up boring "marketing" messages that only make them want to tune out.

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For instance, some of the things I consider to have had the most influence

on how I view the world and make decisions about are works of

fiction.

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What about you?

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Demonstrate Authority, Don’t Claim It

2

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Creating media content establishes authority and expertise by

demonstrating it on the world stage, for all to see.

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Even better, you don’t ever have to claim your own

expertise ...

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… because other people

will do it for you in a much more credible way.

Page 24: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

Does the idea of

self-promotion make you nervous?

Page 25: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

If so, let it go and let the media you publish to the open web

do the promoting for you.

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The Social Proof is in

Social Distribution

3

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Contrary to popular belief, you don’t have to go wildly “viral” in

order to benefit from social distribution.

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Your content turns you into a "social object" that spreads, and that’s often more powerful than even a network television deal.

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The crowd itself spreads what it likes and finds useful, rather than the best guesses of some

sheltered media executive.

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OK, but what is a "social object?"

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My friend Hugh MacLeod coined this very helpful (and powerful) phrase, read more

about it right here.

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Give to Get

4

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Sociologists maintain that all human societies subscribe to

the principle that we are obligated to ...

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repay

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The distribution of free online content from your media

platform creates an ongoing relationship with an audience ...

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A relationship that creates a perfect picture of

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generosity

and

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reciprocity

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It's, Like, Really Simple

5

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Simply put, we like to do business with people we like.

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When creating media content to grow your business, the key to earning that likability comes

down to two things ...

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a. A relentless focus on helping others.

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b. A relatable – even fallible – human voice.

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Be Likeable.

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Get Your [Digital] Foot in the Door

6

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Psychologically, we tend to act consistently in light of our prior

commitments and actions.

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This is important when you think of the steps that a prospect takes by coming

into your audience on the way to becoming a customer or client.

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Each of these steps is a further commitment of

trust and belief in you ...

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… and each satisfactory step – in turn – transforms you from a

choice to the only logical choice.

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So, what is the first step in getting your digital foot in your

prospect's door?

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Create media that people actually want … not advertising that they

want to ignore.

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Tell Me a Story

7

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Storytelling is one of the most powerful forms of influence on the planet.

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If you tell the right “big” story (a story your prospect wants to hear, but doesn’t know it yet), your business could take off.

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The point here is to do everything you can to tell better stories with a

media-first approach.

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If you do that, you’ll quickly find that you are a terribly

persuasive person.

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And unlike advertisers, you'll have

permission to contact your audience with a new story

whenever you want.

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Educate to Influence

8

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When you think about it,

teachers are actually some of the most influential people in the

world.

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Anyone who teaches you something by creating understanding and

knowledge has changed the way you think … f o r e v e r.

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What if your “marketing” strategy were essentially to

become the best teacher you could possibly be?

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Wouldn't you rather be known as a

beloved teacher, rather than merely a person who “sold”

something to someone?

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Yep, that's what I thought___

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So there you have it (though briefly) ... the eight ways that building your own digital media platform can radically

change your business.

Page 65: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

Do You Want the Whole Story?

Page 66: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

Get the full audio and transcript this SlideShare ...

… plus access to new episodes,

in-depth webinars, reports, and more:

Sign up (no charge) at NewRainmaker.com

Page 67: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

8 Ways a Digital Media Platform is More Powerful than “Marketing”

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Written by Brian Clark

Page 68: 8 Ways a Digital Media Platform is More Powerful than “Marketing”

Generate a flood of new business with the power of a

digital media platform.