Forget a Marketing Team, Build a Media Company

Historically, media and advertising companies have specialized in capturing public curiosity and drawing organic attention to brands of all kinds. The reason these media-centric companies are so successful in driving interest lies in their consistency and one-track focus of creating great content that highlights the soul of each brand they work with. They all specialize in telling a great story that allows them to connect with a targeted audience. 

Today it has never been easier for brands to simply turn themselves into a media company and operate with an in-house setup that allows them to control their own destiny. There are many benefits associated with going this route and many high-profile companies have been demonstrating the benefit of handling this process themselves – with extraordinary results, at that. 

Red Bull Built the Category

For example, Red Bull’s in-house media company is global powerhouse. The company created the Red Bull Media House in order to create a multi-platform storytelling strategy to bring its brand to the global stage. This in-house media company wasn’t created until 20 years after the company was created, and it has led to Red Bull becoming one of the largest media conglomerates in the world with dedicated media channels for sports, music, fashion, and more. Today, the Red Bull Media House is a globally distributed multi-platform media company that is inspiring communities around the world with extraordinary Red Bull-relevant stories. Their approach can be thought of more as a media-first company rather than being product-centric. 

For Red Bull, one of their keys to success is that their sales comes second to this media machine, and this strategy has paid off for them handsomely. We will be using their trailblazing strategies as a case study to understand how to break through to any audience with an in-house media company. 

How Viral Media and Storytelling Can Take Your Company to the Top

There are some key things to learn from companies such as a Red Bull who have amassed a dedicated and connected audience that authentically relates and benefits from the content they continually put out. 

So how can you start to think in the right way and create a media company? Here are some fundamental ideas common to all successful media companies:

  1. Engage and Create a Community Fanbase

The best answer to this is actually a very straightforward one: go to where your audience is!

Alluding back to the Red Bull example, they went straight for their target demographic in every way possible. They knew their target audience were active 18-35-year-olds, so they targeted bars, nightclubs, coffee shops, colleges, gyms, directly early on. This was just the beginning – over the years, they have created dedicated media channels for every type of active individual in this age range. Red Bull understood that each potential customer had multiple points of entry into their sales funnel, so they created a diverse array of content strategies to address each one.

The Multidimensional Audience

One of the keys to an effective media company is understanding that your customer’s interests are not centered around a single focus, so neither should your content. There are always multiple points of entry. 

For example, Red Bull has a massive focus of content centered around music, because they understand that their demographic of young people have a massive love for music and festivals outside of sports and fitness. Within their core of sports and music, they continue to provide a variety of content including photo, video, and offline experiences to create a rich and diverse array of content and engagement.

By diversifying content and always surprising viewers with new forms of entertainment and interest, they have been able to garner a humongous group of loyal, engaged viewers that relate to their narrative.

2. How To Break Through the Clutter and Reach Your Audience

As a closing, the best way to get started on a powerful content plan is to understand the story you want to tell. Anyone can craft a bunch of trendy content, but it is a whole different story to create a narrative that your target audience can actually relate to – one that speaks to them. 

Think about your audience, where they consume content, what their day-to-day is like, who they look up to, etc. The more you understand yourself as a company and stand for really having a positive impact on consumers or clients, the better you can craft a real story around that idea. 

Building a media company is not easy, but with the right story and consistently creative execution, you can build a niche audience that is authentically connected to your brand.

Daren Trousdell is an early stage investor, advisor and founder focused in the Fintech and Digital Media space.

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