Media Brand Marketing is a special approach to content marketing that intentionally builds a media like brand. This is not a separate brand from your existing company brand. It is an extension of that brand, one that builds trust and credibility for your company. Many content marketing practices emulate this approach but the real benefits of building a media brand come when you follow the best practices in the media industry and build a true, media brand for your business. Learn the differences between being media-like and creating a true, media brand.

1. with Bruce May
Media Brand
Marketing

2. 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.

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

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

5. Where do the Ads Go?

6. Where do the Ads Go?

7. The First Media Brand
The Plowshare
Homestead Magazine
The Worksite Journal
Forestry Review
Industrial PowerSource
The Construction Review
Marine Commercial PowerSource
Marine Recreational PowerSource
John Deere
Additional Publications:

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

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

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

11. “Media” Content: “Durable Gifting”
Short piece on Gifts that Last
Ad for a “Dependable”
Chevy Truck

12. Featured Article: Starting Up
Starting Up: Five Keys to Small Business Success

13. Follow up “article” on
Smokey D’s BBQ all
about the Chevy trucks
they use
Featured Article: Starting Up

14. “Discovering the unexpected charm of three less-visited cities”
Featured Article: Off the Path
San Luis Obispo,
California
Bend, Oregon
Portsmouth, New
Hamshire

15. Featured Article: Off the Path
Chevy Malibu featured in the article pictures
Leading to an Ad for the Chevy Malibu

16. 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

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

18. The #1 Rule:
Don’t Mix Media Content &
Promotional Content in the
same piece of Content

19. The #2 Rule:
Market Your Media
Content First…
Then Market Your Product

20. Well Known Metrics

21. New Metrics

22. Media Brand Marketing Conversions
Lead to:
Traditional Marketing Conversions

23. How do you Produce
Media Quality
Content?

24. Become a Professional (Media)
Content Creator
a. Consume knowledge Intelligently
b. Focus on a core subjects
c. Synthesize information
d. Polish off your own understanding
e. Develop your own theories
1. Become a better Subject Matter Expert
2. Become a Better Storyteller
a. Focus on Experience and Outcomes
b. Connect People, things, events, facts and emotions
c. Think Visually
d. Become a Better Writer/Speaker (Editorial Standards apply)
e. Polish/Practice/Perform your skills

25. How do you Become
a Subject Matter
Expert?

26. Developing Comprehensive
Knowledge on a Subject
1. Research
– What is known (facts/beliefs)
2. Clarify
– Your understanding – (Painting the Big Picture)
3. Explore the borders
– push out into terra incognita – define what you don’t know
4. Brainstorm
– Challenge assumptions – fill in the gaps – color in the edges
5. FORGET ABOUT IT!
– (food, sex, sleep)
6. Analyze (how do facts support beliefs)
– what makes sense and what doesn’t

27. 7. Identify Trends and Connections
– Connect the dots
8. FORGET ABOUT IT AGAIN!
– (food, sex, sleep)
9. Explanations
– The theories behind it all
10. Review and Validate
– The (based on known facts and ideas)
11. Explain it all in the simplest way possible
– (Think like Carl Sagan) → Content!
12. Rinse & Repeat
Developing Comprehensive
Knowledge on a Subject

28. 85 pages 136 pages 482 pages
Improve Your Storytelling!

29. Improve Your Storytelling!
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