Media Brand Marketing: Building a Twin Cycle Marketing System - Bruce May, Axix Group

with Bruce May

Media Brand Marketing

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.

The First Media Brand

First published in 1895 Still in publication with 1.5 million circulation worldwide

Article: Water from the Sun

In-depth Article by a professional journalist

Where do the Ads Go?

Where do the Ads Go?

The First Media Brand

The PlowshareHomestead MagazineThe Worksite JournalForestry Review

Industrial PowerSourceThe Construction ReviewMarine Commercial PowerSourceMarine Recreational PowerSource

John Deere

Additional Publications:

Media Like vs. Media Brand

Great Marketing Content…. but……

“Media” Content: Home Smart Home

Home Smart Home

OnStar 4G LTENetwork

“Media” Content: “Heads Up”

Ad featuring the Chevy Cruz followed by 4 snippets featuring other Chevy Cars that look like media content

“Media” Content: “Durable Gifting”

Short piece on Gifts that Last Ad for a “Dependable” Chevy Truck

Featured Article: Starting Up

Starting Up: Five Keys to Small Business Success

Follow up “article” onSmokey D’s BBQ all

about the Chevy trucks they use

Featured Article: Starting Up

“Discovering the unexpected charm of three less-visited cities”

Featured Article: Off the PathSan Luis Obispo,

California

Bend, Oregon

Portsmouth, New Hamshire

Featured Article: Off the PathChevy Malibu featured in the article pictures

Leading to an Ad for the Chevy Malibu

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

Subscribers: 1.5M

Featured Article: Versatile Performer

Subscribers: 0

The #1 Rule:

Don’t Mix Media Content & Promotional Content in the

same piece of Content

The #2 Rule:

Market Your Media Content First…

Then Market Your Product

Well Known Metrics

New Metrics

Media Brand Marketing ConversionsLead to:

Traditional Marketing Conversions

How do you Produce Media Quality

Content?

Become a Professional (Media) Content Creator

a. Consume knowledge Intelligentlyb. Focus on a core subjectsc. Synthesize informationd. Polish off your own understandinge. Develop your own theories

1. Become a better Subject Matter Expert

2. Become a Better Storytellera. Focus on Experience and Outcomesb. Connect People, things, events, facts and emotionsc. Think Visuallyd. Become a Better Writer/Speaker (Editorial Standards apply)e. Polish/Practice/Perform your skills

How do you Become a Subject Matter

Expert?

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

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

85 pages 136 pages 482 pages

Improve Your Storytelling!

Improve Your Storytelling!

Download Individual Chapters for Free at

www.Axix.com