This presentation covers best practices for building a media site for a brand, business, or non-profit. The media site for the International Sustainable Resilience Center (built and maintained by the speaker) is showcased as an example. The presentation covers: • Utilizing Subject Matter Experts and Though Leaders for Content Creation • Integrating blogs, video, journal articles, and documentary/television content • Targeting niche audiences for specific strategic goals • Integrating membership features (forums, news, special content) • Using automated marketing tools to capture leads and engagement • Best practices in content production and production values • Best practices in creating video content

1. MASTER
CLASS
Bruce May
CO-FOUNDER
INDIE FILMS FOUNDATION
HOUSTON, TX ~ MAY 26 - 27, 2022
DIGIMARCONSOUTH.COM | #DigiMarConSouth
Building a Media
Site for a Brand

2. Building a Media Site
for a Brand

4. Chief Content Officer,
International Sustainable
Resilience Center,
and Editor in Chief,
Resilience News Watch
Co-Founder
President
Writer/Producer

5. Books on
Digital
Media

6. Bruce May
Co-Founder
Writer/Producer

7. Gary Parker
Co-Founder
Director/Producer

8. Building a Media
Site for a Brand

9. Best Practices for Building a Media site for a brand, business, or non-profit.
The presentation covers:
➢ Utilizing Subject Matter Experts and Thought Leaders for Content Creation
➢ Integrating blogs, video, journal articles, and documentary/television
content
➢ Targeting niche audiences for specific strategic goals
➢ Integrating membership features (forums, news, special content)
➢ Using automated marketing tools to capture leads and engagement
➢ Best practices in content production and production values
➢ Best practices in creating video content
Building a Media Site for a Brand

10. Media Brand
Marketing

11. Media Brand: The extension of a company brand as a media
entity, distributing content directly to a target audience rather
than through a 3rd party media company.
Media Brand Marketing
Media Brand Marketing: The distribution of non-promotional
content directly through a company owned media portal, platform
or other medium as a branded media entity.

12. The IFF educates the new generation of media,
film, & television professionals and produces
Films and shows to create learning opportunities.

13. International Sustainable
Resilience Center ISRC Resilience News
Watch
ISRC works to bring global expertise in disaster
resilience, sustainability, and public private
partnerships together to help offset the growing
threat of disasters around the world.

14. Customer Base
Prospect Pool
Market
Segment
Owned
Audience

15. The First Media Brand
First published in 1895
Still in publication with 1.5 million circulation worldwide

16. Article: Water from the Sun
In-depth Article by a professional journalist

17. Where do the Ads Go?

18. Media Like vs. Media Brand
Great Marketing Content…. but……

19. “Media” Content: Home Smart Home
Home Smart Home
OnStar 4G LTE
Network

20. “Media” Content: “Heads Up”
Ad featuring the Chevy Cruz followed by 4 snippets
featuring other Chevy Cars that look like media content

21. Media Brand Benefits
✓ Relationship is Continuous
✓ User is Highly Engaged
✓ User is genuinely interested
✓ Highly Qualified Prospects
✓ Interconnected to other Users
✓ High Brand Awareness
✓ Relationship is periodic
✓ User is emotionally remote
✓ User is initially disinterested
✓ May be poorly qualified
✓ Fewer connections to other users
✓ Lower Brand Awareness
Media Brand Advertiser

22. Subscribers: 1.5M
Featured Article: Versatile Performer
Subscribers: 0

23. The Overall Goal of Building a
Media Site for a Brand
Drive Customer
Acquisition/Sales
Engagements/Transactions

24. ✓ Build a larger prospect base
✓ Build relationships with
prospects before they become
customers
✓ Nurture relationships with
content
✓ Build/measure engagement
✓ Drive more prospects into your
sales funnel.
✓ Educate/Inform your prospects
and customers about issues
important to them.
✓ … and issues important to you.
The Value of an Owned Audience

25. ISRC Resilience
News Watch
Marketing System
Drive Customer Acquisition/Sales
Engagements/Transactions

26. Integrating Media Content with a Marketing System

27. Integrating Media Content with a Marketing System

28. Media Loop Conversions Product Marketing
Integrating Media Content with a Marketing System

29. Media loop conversions lead directly into
traditional, product marketing loops.
Integrating Media Content with a Marketing System

30. Modern Media
Platforms

34. PRO TIP:
Navigation is
Critical to
Getting Viewers
to Watch your
Content

35. PRO TIP:
THE EXCEPTION:
Your content is
on one page and
is dynamically
updated
PRO TIP:
Navigation is
Critical to
Getting Viewers
to Watch your
Content

36. Resilience News
Watch

39. Interviews
Blogs/Articles
PRO TIP:
Mix in Short and
Long Shelf Life

40. Latest News
Separate
Blog
Category
Separate
Channel
Home Page
The same content is
posted in both
locations

41. ✓Long Articles
✓Events
✓Conferences
✓Links to News Stories

42. ✓Long Articles
✓Events
✓Conferences
✓Links to News Stories
Dynamic Content
Content Manager

44. “My Profile”
PRO TIP:
Use Badges to
Motivate and
Reward
Collaborators
PRO TIP:
Teamwork is Key
to Achieving
Success with
Subject Matter
Experts

45. Media Volunteers
Non-Profits and
Community
Organizations
PRO TIP:
Build a Staff of
Media
Volunteers
• High School Video Students
• Retired Professionals

46. PRO TIP:
Create
Opportunities for
Users to Ask
Questions of Subject
Matter Experts
PRO TIP:
The Customer
Experience is as an
Audience…
not your Customer

47. ✓ Television Shows
✓ Workshops
✓ Webinars
✓ Conference Panels
✓ Keynote Presentations
Long Form Video
PRO TIP:
Don’t use Long
Form Content
unless it Adds
Great Value

48. Resilience VIP
PRO TIP:
Key Landing Page
Integration
- Connect your
Media Site to Your
Automated
Marketing System

49. Plans & Pricing
Blogs, Free Videos,
News & Events
Network &
Forum
Pro-Video
Includes
Profile

50. Our Online
Video Content

58. Our Marketing
Strategy

59. 1. Create Content with Thought
Leaders in Resilience
2. Promote Content on Linkedin
through Thought Leaders
Networks
3. Recruit More Thought Leaders to
Join
4. Leverage Strategic Partners

60. 48 Views
67 Views
77 Views
121 Views
122 Views
260 Views

61. 17,356
Followers
25,000 +
Contacts

62. The Top Six
YouTubers

63. • Will include your Competitors Customers
• May overlap multiple industries (Strategic Partners)
• Can be B2C, B2B, non-profit, or Government
Niche Audiences
10K to multiples of 100K Even millions if you
are like the Furrow

64. B2C B2B Non-Profit
❖ Limited to Buying
Cycle
❖ Big Brands
❖ Is it Content Rich?
Will it Work for Your Brand?
❖ Long/Repetitive
Buying Cycles
❖ Big Brands
❖ High $$$ Transactions
❖ Content Rich
❖ Multiple Audiences
▪ Professionals
▪ Thought Leaders
▪ Strategic Partners
❖ High $$$ Transactions
❖ Content Rich
❖ Story Rich
❖ Regional/National
Organizations
❖ Multiple Audiences
▪ Donors
▪ Recipients
▪ Professionals
▪ Thought Leaders
▪ Strategic Partners
✓ Home Depot
✓ Williams Sonoma
✓ Keller Williams
✓ Chevrolet
✓ ???

65. Owned Audience Perfect way to
nurture leads
with content

66. 1. Create Content Yourself
2. Collaborate with Media Professionals
3. Curate Content Created by Others

67. How Much/How Often?
✓ Newsletter Minimum – Monthly
✓ Newsletter Maximum - Weekly
✓ Content Minimum (per Newsletter)
✓ 2-3 (blogs/articles/videos)
Barron’s has at least
six different
newsletters.
Barron’s Roundup
lists up to 25
articles (links only)

68. Video/Television Like
Content
• Finding Guests and Hosts
• Host Skills
• Training Hosts
• Working with Guests
• Best Live Production Practices
• Style & Format
• Objectives
• Branding & Packaging

69. ✓ Knowledgeable
✓ Engaging
✓ Personable
✓ Communicates Clearly
✓ Articulate
As a Guest
Subject Matter Experts

70. Subject Matter Experts
As a Host
✓ Good Listener
✓ Good Conversationalist
✓ Good Interviewer (Trainable)
✓ Knowledgeable
✓ Engaging
✓ Personable
✓ Communicates Clearly
✓ Articulate
Host
Skills

71. ✓ Comfortable on Camera
✓ Manage Guests Well
✓ Aggressive Questions
✓ Thoughtful Questions
✓ Frames up Conversations
✓ Provides Context
✓ Sums up Takeaways
✓ Adds their own Expertise
✓ Good Listener
✓ Good Conversationalist
✓ Good Interviewer
✓ Knowledgeable
✓ Engaging
✓ Personable
✓ Communicates Clearly
✓ Articulate
As a Host

72. Wafik Beydoun
Chairman OTC
2018-2019
The Host
Experience

73. Host Experience
What to Look For
• Experience on Panels
• Experience as a Moderator
• Experience as a Master of Ceremonies
• Experience being interviewed by Media
• Experience being interviewed on Radio/TV
• Media Training
• Active writing in their field (Blogs/Articles/Books)
• Experience as a Host
AT AN INDUSTRY
CONFERENCE!

74. Style & Format for Shows

75. Objectives &
Topics
• To Inform/Educate
• Standards, best practices,
compliance
• To Entertain
• With new products, new
technologies, new innovations
• To Explore and Discover
• Different
approaches/theories/ideas

76. Branding &
Packaging
✓ Name/Logo
✓ Header
✓ Set Design
✓ Distribution (Website, YouTube,
Blogs, Podcasts, Journals, etc.)
✓ Define Key Topics and Areas of
Interest

77. ✓ Brand Building in a social context
✓ Audience building in your target market
✓ Relationship building within prospects
✓ Creating dialogue with audience members
✓ Creating direct responses and engagement
✓ Collecting detailed profile information
✓ Encouraging user engagement
✓ Promoting new content
✓ Using media buys to build audience
✓ Using thought leaders to create content
✓ Using thought leaders to build audience
Digital
Media
Strategy
Digital Media Strategy

78. GET YOUR FREE BOOKS!

79. Bruce May
President
https://www.linkedin.com/in/brucemay/
bruce@hbmayco.com
https://hbmayco.com/
936-242-9264
Bruce May
Chief Content Officer
International Resilience Center
https://isrc-ppp.org/
Editor in Chief
Resilience News Watch
https://www.isrc-ppp-resilience-news-watch.org/
bruce@hbmayco.com
Bruce May
Co-Founder
Indie Films Foundation
https://www.indiefilmsfoundation.com/
IFF Film School
https://iffschool.com/
bruce@hbmayco.com