Every Company Is A Media Company: What Comes Next? 'Media As A Service'
Next week on June 18 I will be speaking at FutureComms14 in London, a brand new conference organized by Mynewsdesk, a Swedish media technologies startup.
It was nearly ten years ago that I started talking and writing about how every company is a media company. Maybe that's an obvious statement today but it certainly wasn't then and I had to do a lot of education around this subject. I did a lot of talks, at conferences, at lunchtime brown bag meetups, and at many evening events.
I did them because I believe it's an important idea and that once it is fully understood it will transform every business. And that's exactly what is happening.
Every Company is a Media Company. EC=MC -- the transformative business equation of our times.
What's next? It's not questions such as: How does a company become a media company? How do I produce video content? What technologies do I need? Do I need an online newsroom? They are easy to answer.
It is not enough to simply agree with the statement: Every company is a media company, and then embark on a content marketing program.
There's a crucial aspect -- of all media companies -- that's overlooked in the corporate rush to become media companies.
[And it is not "Every brand" is a media company - a brand is a product line that's owned by a corporation. A brand can be thought of as a publication of a (media) company.]
I will reveal the next stage, next week on stage, at FutureComms14 in London and I will post about it here.
I will tease you by saying that the answer is right in front of you.
Another clue is in my recent post about "content marketing's massive blunder."
Corporations are struggling with the expense and the skills needed to create quality content and then they are getting poor results. It's because people don't trust content written about the company, especially when it is commissioned by the company -- no matter how good it is.
[Nielsen Study Finds Very Poor Performance For Branded Content -SVW]
A company producing content about itself is fine for the "About" and "News" section of its website but it's not: "being" a media company.
Media companies don't write about themselves. That's not what media companies do.
Red Bull media...
A year ago I was speaking at Ragan's global PR Summit conference in Amsterdam and a Red Bull executive came over and said he was there just to see me. I was very flattered and pleased and thanked him. I respect and admire Red Bull and its success as a media company.
He said there is just one rule. "The bull never speaks."
The athletes, the teams, the sports personalities that Red Bull features in its many-media publishing empire, speak for themselves. And that speaks volumes for Red Bull.
What does it mean to be a media company? The answer is also here: What does a media company do?
I'll tell you next week at FutureComms14 in London. Check back for discount codes.
(I will also be in Warsaw for 9 days.)
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