BRX Pro Tip: Content or Relationship Business?
Stone Payton: [00:00:01] Welcome back to Business RadioX Pro Tips. Stone Payton and Lee Kantor here with you this morning. All right, Lee, we use both of these terms so much but when you boil it all down, are we in the content business, or are we in the relationship business, or in some other business?
Lee Kantor: [00:00:17] I think we’re in both businesses, and that’s where it does create confusion because, typically, in media, the media is the content, and media tends to be in the content business exclusively. They’re trying to be entertaining. They’re trying to be controversial. They’re trying to get as many eyeballs or listeners to their media as they possibly can, In our world, we’re, first and foremost, in the relationship-building business. We help our clients build relationships with people that are important to them. And because of that, they pay us a higher amount of money than the typical content marketer would pay.
Lee Kantor: [00:00:56] So, we’re in the relationship-building business first, but do not neglect the content. The content is important and can be repurposed in a variety of ways for our clients. And the content and thought leadership is important for them to help get the word out. And that’s more about the branding. But the bottomline sales part of our business is the relationship building business. And we do use content creation as a tool to build relationships that help our clients make more money.
