Should Your Business Become a Media Company?

Posted on: October 18th, 2013 by: Tom Groff

Relax. I’m not saying you should scrap your current operation.

Rather, I’m suggesting you give it a boost – by creating, curating and sharing content that speaks directly to your customers. (It’s about their challenges, interests and desires, not you and your products and services.)

Yesterday's content creators on the job in The New York Times newsroom circa 1942

This is not what your media company will or should look like.

Becoming your own media company or publisher (a content marketing approach) is one of the best opportunities you have to build relationships – particularly in an age when people are getting burned out by the barrage of paid promotional messages.

What people are not tired of, however, is useful, interesting and engaging information. When you deliver this kind of content on a regular basis …

  • Search engines like it. Continuously updated, relevant and shareable content is more important than ever – not just because it builds credibility with search engines for SEO, but also because it shows momentum to your customers.
  • Your customers like it. They search according to their needs online. If you supply a genuinely helpful answer, that makes them a lot more likely to listen, interact and buy from you – certainly more than if you interrupt them with an ad they weren’t looking for.
  • It’s less costly and it lasts longer. Your website, social media and email have made it more cost effective than ever to reach customers and share content. And every piece of it can be repackaged and reused in different ways from different angles.


No wonder some of the world’s savviest and most successful brands – from Coca-Cola to GE to American Express – are going this direction.

If you want to do the same, the good news is you don’t need the same multimillion-dollar marketing budget. But you do need to develop a good strategy, establish a consistent process and deploy the resources to do it – and keep doing it.

In a future post, we’ll look closer at some of these essential content marketing actions and a few B2B success stories. In the meantime, feel free to let us know about your own efforts to become a media company in the comments.


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