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Online Media Strategy 101

Read on to discover the importance of implementing a strong media strategy for your enterprise.
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Dean

Introduction

ezwebs.co.uk _  Image Name Have you considered if you need a media strategy?

In today’s fast-paced and networked world, the media plays an increasingly important role in our lives.

While we often use the term ‘the media’ to refer to a rather narrow collection of large mainstream broadcasters & well-known journalists (often in a disparaging sense), this is a bit of a misnomer based on a flawed perception of things.

The de-facto “media” actually encompasses a broader collection of communication, broadcasting, and publication channels. 

Most of which are independent companies, are not part of any particular larger media conglomerate & are entirely privately owned.

Indeed, within the current global landscape, the internet heavily dominates these channels, making the media more accessible than ever to independent businesses & private citizens.

The rise of social media and various content publishing platforms has created opportunities for individuals to participate in digital media creation & distribution without significant upfront costs and with very few barriers to entry.

Remarkably, digital media platforms like Youtube have made significant headway versus traditional media platforms.

This means that, for the first time in history, the most popular media platforms in the world have nearly zero barriers to entry.

Media For Engagement

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This is a very important consideration because so-called “rich-media” (video, audio, animations, interactive content, etc.) is proven to have a much higher rate of engagement than traditional static content (text + image).

Furthermore, companies that regularly publish interesting media content (such as informative blogs, entertaining videos, interesting infographics, attention-grabbing photo stories, etc.) to the internet on a free-to-consume basis are proven to have a far higher rate of success than companies that simply publish traditional text-based adverts.

A study by Hubspot discovered that including videos on landing pages can increase their efficiency by up to 80%! The same study also found that including images and other rich content on pages increased the amount of time that visitors spend on a website.

It is also known that search engines place significant weight upon original rich media content and grant organisations that publish interesting content more search engine ranking power than companies that simply rely upon a static website. Moreover, it’s just a fact that individuals are far more likely to respond to interesting content (whether a video, an infographic, or an article) than they are to a simple plain-text advert.

This means that if you are serious about advertising & marketing and you’re already advertising using traditional text-based advertisements… you definitely need a media strategy.Therefore, the next step on your marketing journey will be to integrate a fully-fledged media strategy into your overall marketing mix and this article will attempt to give you some inspiration regarding how to go about achieving this.

What Is A Media Strategy?

ezwebs.co.uk _  Image Name Let’s be clear: We’re not just talking about creating & publicising adverts when we discuss the concept of a media strategy.

We’re talking about building a fully-fledged media platform as a front-end for your business that creates & publishes compelling content on a regular basis with the explicit end goal of drawing in the general public (and potential customers) with rich content that they find interesting.

This is really important because it’s a well-known fact that consumers respond better to rich media than they do traditional text media.

For example, a media strategy for a business might involve creating a series of informative videos & infographics that are distributed to media outlets that sit within the top 40 most popular global websites (this would include Youtube, Instagram, Facebook, TikTok, Pinterest and Twitter) and publishing 1 new video or infographic every week on an alternating basis..

This would eventually build up a significant media presence on the top global media & social networking sites that would also be picked up by the top search engines (such as Google and Bing) which would then pass-on SEO-related benefits to the business that was creating the content as well as making the business seem larger and more of an authority within it’s niche.

The goal being to ultimately raise your public profile, convince more people to become customers, and of course, make more money!

So let’s think about how we might put this into practice.

How To Create A Media Strategy

ezwebs.co.uk _  Image Name To implement a media strategy into your business, there are three key questions to answer before you start creating promotional media in order to ensure that your operation is effective.

1. Determining Your Outlets

The first step is to determine what the most popular outlets for your target audience are and we use quantifiable data & research to determine this.

You get the idea.

2. Your Primary Media Subject

ezwebs.co.uk _  Image Name The next question requires you to decide upon what subject & format is best for the content you’re going to create.

This is another really important consideration beause certain media formats might not be suitable for your enterprise and certain others might produce better-than-average results when you combine them as part of your overall strategy.

For example:

In each of these examples, you are implementing the following:

All of these may go quite a long way to convincing your target audience to contact & make purchases from you.

ezwebs.co.uk _  Image Name 3. How Often Should You Publish?

It’s important to remember that your audience only has so much time to spend reading & watching your content!

Likewise, as well as publishing media for your media strategy, you’ll also have to focus on the other core tasks of your business. Like actually serving your customers!

Therefore, it’s important to not be over-aggressive in pursuing a media strategy because your customers can easily become saturated & bored if you’re publishing a new video every day. And likewise, you may burn through all your best ideas too quickly with an over-aggressive schedule.

Conversely, media strategies tend to work better when new media is published regularly.

So, the advice in this respect is to put an actual timetable into practice, perhaps for a maximum of one piece of media every two weeks.

This will allow you to build up a pretty decent presence on media platforms over the course of a year and allow you to work more “in the moment” and perhaps incorporate current issues into your media output.

4. What Should You Publish?

Stuck for inspiration?

Here are some ideas for you based on what people tend to respond to best:

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1. Visual Media

Visual media, such as images, videos, and infographics, are often more engaging and memorable than text-based media. Studies have shown that people remember visual information better than text-based information, and that visual content is more likely to be shared on social media.

Example: Explainer videos addressing your product/service lineup.

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2. Interactive Media

Interactive media, such as apps, quizzes, games, and polls, can be highly engaging and can encourage participation and sharing. Interactive content can also be effective at capturing people’s attention and keeping them engaged (and coming back!) for longer periods of time. .

Example: An app that allows customisation of your product or a poll on what people would like to see in your service & product lineup.y to be shared on social media

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3. Personalised Media

Personalized media, such as targeted ads and customized messages, can be more effective at reaching and resonating with specific audiences. By tailoring the message to the individual, personalized media can create a sense of relevance and connection that can be more effective than generic messages.

Example: Email marketing messages that are tailored to the individual.

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4. Emotional Media

Media that elicits strong emotional responses, such as humor, awe, or empathy, can be highly effective at capturing people’s attention and creating a lasting impression. Emotional content can also be more likely to be shared on social media, as people are more likely to share content that evokes a strong emotional response. .

Example: Example: Personal stories about your background & motivations & your struggles to get established or break out of a rut.

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4. Authentic Media

Authentic media, such as user reviews and behind-the-scenes footage, can create a sense of transparency and authenticity that can be highly effective at building trust and engagement. By showing the human side of a brand or organization, authentic media can create a sense of connection and loyalty among audiences.

Example: Documentary footage about what happens behind the scenes during the making of your products. .

In Conclusion

So, to sum up:

  • Profile your target audience and determine their media consumption habits using primary research.
  • Create media that is appropriate to their consumption habits.
  • Set yourself up as being an authority in your niche within your media.
  • Create suitable media that demonstrates your authority and makes a convincing sales pitch.
  • Use the guidelines above to figure out what sort of media you should publish and what your target audience will respond to best.
  • Publish your media on platforms that are relevant to your target audience & their consumption habits.

If you combine this strategy with pay-per-click advertising, a free subscription model whereby subscribers get notified whenever you post new content and perhaps some premium method of widespread content distribution (such as email marketing), then you should find that the results from an organised media strategy will far exceed the results you might get from simply distribution static adverts.

In short, a business media strategy is about leveraging your creativity to offer value to your potential clients through the power of creative media.

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Dean Benton

Dean is EZWebs founder and a long time business & technology wonk.

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