BRX Pro Tip: Every Company is a Media Company
Stone Payton : And we are back with Business RadioX Pro Tips. Lee Kantor, Stone Payton here with you. Lee, I had a guy from out of town the other day that I just met. He asked me what I did. I said I’m a partner in a media company and I thought a few minutes later, dang it, everybody is in a media company to some extent, aren’t they?
Lee Kantor: Yeah, I think that’s absolutely true. You know, I’m old enough to remember when technology companies were technology companies and now everybody is a technology company because everybody’s using technology to help them in their company. And I think now we’re evolving beyond that to the point where now everybody is a media company because everybody is creating content and creating media. And now there’s no way to discern between quote-unquote professional media and, you know, company-generated media.
Lee Kantor: So I think that’s what’s happening in the media world today. And that’s why there’s a lot of kind of real issues when it comes to trusting sources and stuff because everybody’s a media company. That means who is telling you the truth and who’s telling you what you need to know.
Lee Kantor: So I think that in today’s world, every business is a media company and that allows them to share thought leadership. And B2B businesses are positioning themselves as industry experts by sharing their unique perspectives and data-driven insights.
Lee Kantor: And so it’s important for companies to have some sort of a strategy in place. You can’t just put your youngest person in charge of social media to post things that they think are interesting. You have to have kind of a strategic plan when it comes to sharing content in today’s world, and you have to have some sort of a strategy to get the content that you want out there that’s going to position you as a market leader and somebody that knows what they’re talking about, and that’s authentic. If you’re not doing that, you’re really missing out. And it’s really hard to kind of do this by delegating it to somebody who really isn’t invested in the success of your business.
Lee Kantor: So I think it’s important for all companies to have some sort of a strategy and to have some sort of a plan to share meaningful content about their company, and that can be your thought leaders and executives sharing their thought leadership and their – you know, what they think about trends and what’s happening in the world that they are dealing with.
Lee Kantor: I think it’s important for companies to have a content strategy that includes sharing what, how their clients are benefiting from their service. I think it’s so important that you get it out of the horse’s mouth of, hey, these are our clients, and this is what they’re doing with our work. This is how we’re helping them. So if you can get your clients to actually talk about you in a positive way, I would capture as much of that content as I possibly could and share that all over the place, because that’s going to help get you your next client.
Lee Kantor: So, I think it’s important for businesses today to lean into being a media company and have this kind of content-centric strategy. B2B businesses are media companies so you have to create and distribute valuable information to your target audience. And you’ve got to kind of understand that this is a shift that’s going to allow you to build the brand awareness you need. It’s going to allow you to establish credibility, and it’s going to allow you to engage potential customers in ways that traditional marketing can’t do.
