+digital strategyFirstly a marketer, I'm a digital strategist and content creator. I love engaging communities and building properties that inspire action. I'm the co-founder at Just Media Design, I've worked for a Silicon Valley Incubator, I co-host the iTunes #1 podcast Living Outrageously, and Social Q&A. I'm the author of the Amazon best selling Outsource Your MVP and am a world record holder.
In late 2012, I was offered a unique chance to do a 1 on 1 coaching session with David Siteman Garland, the *Mediapreneur* behind The Rise To The Top, one of the longest running web shows in the world. As 2013 comes to an end, I’ve been reflecting on some of the tactics I’ve implemented most successfully over the past 12 months, and interestingly a few of the more effective have stemmed from his advice last year.
Here are just a few learnings that David shared with me in our interview (hey, better late than never).
1. PR isn’t about targeting a media outlet and pitching your product
Don’t push the book, the course, or the product… Push the concept. Push the insight, the learning or the finding. This positions you as an expert and makes your product a ‘by-product’ of you. One of the more effective methods that can be applied are to make a list of your target media outlets (blogs, news sites, etc), and pitch them a story. If you focus on sharing your content and expertise with that journalist, when they write that piece they’ll generally be more than happy to wrap it up with: “by the way, the book is available on Amazon.”
Sneaky quick tip: A ‘study’ sounds far more authoritative than a ‘survey’. A quick trial tactic might be to survey your current audience, write up a media release highlighting your unique findings, and share it with a few major media outlets. Test and learn.
2. Be willing to change your brand based on changes in your target audience
Your brand should be an evolution that you build and modify on over time. This is about designing your entire identity around a combination of your current and targeted customer to maximize your reach. Mediapreneurs will often panic and are quick to change their whole brand based on a new insight, but the reality is that small changes are OK.
Be willing to change your tagline and direction multiple times until you find your market fit (especially if your overarching name stays the same). Your current customers won’t care if your brand changes over time, likelihood is, they won’t even notice it.
3. In new media, niche is often better
Mediapreneurs often struggle by trying to go too broad in their content in an effort to appeal to a wide audience. In turn, they’ll often miss everyone. A key example is in the complexity around the word ‘entrepreneur’ – by definition, the word means every type of business owner (for example, you could be running a web startup, big business, or the corner store). Think about what your brand means to your current customer, and be willing to go niche to ensure that it truly resonates with your specific target audience. A smaller, hyper engaged audience is often more valuable to a brand than a bigger, however more passive audience.
The Rise To The Top has been seen over 7 million times, by viewers in over 100 countries. You can watch the full episode of the Rise To The Top that I appeared in here (I appear at 56 minutes). In this interview, David and I discussed what it’s like behind the scenes of the Living Outrageously Podcast, The Entrepreneur’s Guide To Outsourcing With Confidence, and my latest interview series, as well as David’s story on how he built his media empire!
To learn more about David Siteman Garland and The Rise To The Top, click here.View comments →
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