Transform your brand into a media

By Clement Charles, CEO & Founder, AllTheContent News Agency

Even before becoming one as such, effective media always starts off as a strong brand, which its precise target audience perceives as generating credible added value. In fact, all brands share that very goal. Thanks to new Web and mobile technology, any company or institution may now reach it by creating their own media.

Whichever products are proposed or ideas defended, the first step in successful communication is to be positioned in a market segment as a value-creating – preferably free – contact, before being perceived as a supplier of paying services as such. In a world where services are becoming more uniform and where best value for money is no longer the point, differentiating factors between one competitor and the next are harder to find. Any recipe directed at standing out in the eyes of consumers is a worthy one.

Creating bespoke company or institution media, without being the only means, is by far an excellent technique which has proven its worth in classical communication. It offers the most obvious added value to the public – information – thereby allow companies and institutions to position themselves as exclusive contacts in their respective fields. Previously reserved to wealthier clients in the days of paper corporate magazines, this strategy is now accessible to all structures with new media, be they web or smartphone based, with text and/or video, along with a solid social media presence.

This media blends several types of content, from the most generalist, which addresses a given target audience’s universe, to more specialized media aimed at presenting products and solutions. The tendency is for more dailies and weeklies, which provide news briefs and practical information on the segment in question. The media may also produce special reports on a regular basis, raising industry issues in a comprehensive manner, with a focus on questions where a company proposes solutions. Finally, related key services are also carefully integrated into the information. Moreover, regular content loaded with relevant key words optimizes a site’s SEO* and search engine ranking, attracting ever more prospects to the information source.

In this way, a bank seeking new mortgage clients may wish to propose a general portal on homes (decoration, eco-gestures, home improvement), special reports on current financial, tax and energy-related aspects of real estate, with a brief reminder as to its mortgage services. While providing additional free service to existing clients, some of the visitors will immediately become clients, while another portion will consider the portal as a valuable reference, in due course taking on a loan with that bank. Following the same logic, health insurance might propose health-related content, while an electronics retailer would give information on new technology.

Place yourself at the epicenter of your target audience. Transform your brand into a media.

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