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The media-led content strategy
Marketing Powerup #50: Devin Bramhall, Growth Advisor and former CEO of Animalz, breaks down her media-led content strategy.
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Today's powerups include:
Accurately check if content is written by AI.
Future-proof your content marketing approach.
Devin Bramhall’s media-led content strategy.
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⭐️ The media-led content strategy
With the explosion of content (especially with the help of generative AI), traditional strategies may not be enough to stand out. That's why implementing a media-led content strategy can help your company succeed in the long term.
Devin Bramhall, Growth Advisor and former CEO of Animalz, provides three tips to establish and execute a media-led content strategy:
Tip #1: Embrace a media-led approach. 🎥
The media-led strategy focuses on leading with media in marketing, leveraging the tools and technologies available in the present day. This strategy puts the customer, product, and people at the center and allows for limitless experiments.
"Media-led strategy is belief that leading with media in your marketing will return uniquely better results and is fundamentally better than the sort of current strategy de jour. By leading with media, you have repurposing built in and there are a great many tools right now, including AI, that make repurposing very easy."
Unlike traditional marketing strategies that have become too tactical and transactional, lacking vision and personality, the media-led strategy embraces the mess and chaos of marketing, recognizing that journeys are not linear.
Tip #2: Tap into a community. 🤝
Tapping into a community should be an organic process. Start by talking to your customers and gathering their feedback right from the beginning. The people you have already engaged with can be a valuable resource for building a community.
" The great thing about tapping into a community is that if you have an idea, you can bring it to the community or you research the community. You can start a conversation and gather feedback from people. As a bonus, once you get to actually sharing the final thing, you've got all these people around you who are already fired up about it."
Media is a way to communicate your company's unique stance or vision to the world. Different industries and communities prefer different types of media, so it's important to understand what will resonate with your target audience.
Tip #3: Collaborate with community members. 🏗️
Collaborate with the community members by involving them in the content creation process. This can include co-authoring articles, contributing to whitepapers or ebooks, participating in podcasts or videos, or providing quotes or insights for blog posts.
This collaborative approach ensures that the content has the voice of the community perspective embedded throughout, adding credibility and value.
Devin points to Cisco as an example of a company tapping into community to create a media-led content strategy. She got a chance to work with their marketing team.
“Even I worked with Cisco earlier this year with their marketing department. They're so big, but they have these really robust communities. For a company that has a very corporate website, that has more subdomains and pages than I've ever seen in my life. And there's multiple of them, multiple different people moderating them, the events that they, the conferences, et cetera, they're really engaged. They engage the community and are engaged.”
Free powerups cheatsheet 🔖
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In the latest Marketing Powerups episode, Devin further explains her media-led content strategy.
✨ Mini powerups
Fun-sized tools, links, and blurbs to boost your marketing.
🔎 Accurately check if content is written by AI (tool): If you work with freelance writers or work with third-party content agencies, check this tool out. Originality AI claims to be the most accurate AI and plagiarism checker built specifically for content marketers and SEOs.
💌 Send the right message to the right person at the perfect time (sponsored): You can increase conversions and close more deals if you send more highly targeted and personalized messages. That’s where Inflection.io can help you take your user engagement data to power up your marketing.
🪄 Why it’s time to reinvent and future-proof your approach to content marketing (article): To succeed in the highly competitive creator economy of today and the future, content marketers need to rethink their approach. Purna Virji, Principal Content Solutions at LinkedIn, shares 5 things you need to change right now to stand out in the future.
If you enjoyed this, you’d love this Marketing Powerups issue from the archives featuringabout Walt Disney’s approach to content marketing.
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