You may have heard that “media not marketing” is the future of online business … but what does that actually mean, what can it look like? As you’ll see in this SlideShare, examples of a media-first approach done very well are all around us, it only takes a simple shift in thinking to see them. Can this "media not marketing" approach to building an audience have an actual effect on the bottom line revenue of your business, or is it just more philosophical wordplay? Let's find out ...

1. 8 Ways a Digital Media Platform
is More Powerful than “Marketing”
B R I A N C L A R K

2. Taking a media approach to
building an online audience is
way smarter than traditional
tactics of marketing and
advertising.

3. Not because media tricks
anyone, but because ...

4. It gives people
what they want

5. In a format that
they prefer

6. How?

7. What follows – in brief – are
eight ways that building
your own digital media
platform can make your
business more ...

8. influential

9. persuasive

10. profitable
and

11. It's time to kick traditional
concepts of marketing and
advertising to the curb.

12. Ready?

13. It’s All About the
Presentation
1

14. Trying to overtly persuade
someone is much less
persuasive than more subtle
forms of influence.

15. Seems contradictory, right?

16. You want to present your
message within content that
people actually want to pay
attention to.

17. Not wrapped up boring
"marketing" messages that only
make them want to tune out.

18. For instance, some of the things
I consider to have had the most influence
on how I view the world and make
decisions about are works of
fiction.

19. What about you?

20. Demonstrate Authority,
Don’t Claim It
2

21. Creating media content establishes
authority and expertise by
demonstrating it on the world
stage, for all to see.

22. Even better, you don’t ever
have to claim your own
expertise ...

23. … because other people
will do it for you
in a much more credible way.

24. Does the idea of
self-promotion
make you nervous?

25. If so, let it go and let the media
you publish to the open web
do the promoting for you.

26. The Social Proof is in
Social Distribution
3

27. Contrary to popular belief, you
don’t have to go wildly “viral” in
order to benefit from social
distribution.

28. Your content turns you into a
"social object" that spreads, and
that’s often more powerful than
even a network television deal.

29. The crowd itself spreads what
it likes and finds useful, rather
than the best guesses of some
sheltered media executive.

30. OK, but what is a
"social object?"

31. My friend Hugh MacLeod
coined this very helpful (and
powerful) phrase, read more
about it right here.

32. Give to Get
4

33. Sociologists maintain that all
human societies subscribe to
the principle that we are
obligated to ...

34. repay

35. The distribution of free online
content from your media
platform creates an ongoing
relationship with an audience ...

36. A relationship that creates a
perfect picture of

37. generosity
and

38. reciprocity

39. It's, Like, Really Simple
5

40. Simply put, we like to do
business with people we like.

41. When creating media content
to grow your business, the key
to earning that likability comes
down to two things ...

42. a.
A relentless focus on helping others.

43. b.
A relatable – even fallible – human voice.

44. Be Likeable.

45. Get Your [Digital]
Foot in the Door
6

46. Psychologically, we tend to act
consistently in light of our prior
commitments and actions.

47. This is important when you think of the
steps that a prospect takes by coming
into your audience on the way to
becoming a customer or client.

48. Each of these steps is a further
commitment of
trust and belief
in you ...

49. … and each satisfactory step – in
turn – transforms you from a
choice to the only logical choice.

50. So, what is the first step in
getting your digital foot in your
prospect's door?

51. Create media that people actually
want … not advertising that they
want to ignore.

52. Tell Me a Story
7

53. Storytelling is one of the
most powerful forms of
influence on the planet.

54. If you tell the right “big” story
(a story your prospect wants to
hear, but doesn’t know it yet),
your business could take off.

55. The point here is to do everything
you can to tell better stories with a
media-first approach.

56. If you do that, you’ll quickly
find that you are a terribly
persuasive person.

57. And unlike advertisers, you'll have
permission to contact your
audience with a new story
whenever you want.

58. Educate to Influence
8

59. When you think about it,
teachers are actually some of
the most influential people in the
world.

60. Anyone who teaches you something
by creating understanding and
knowledge has changed the way you
think … f o r e v e r.

61. What if your “marketing”
strategy were essentially to
become the best teacher you
could possibly be?

62. Wouldn't you rather be known as a
beloved teacher, rather than
merely a person who “sold”
something to someone?

63. Yep, that's what
I thought___

64. So there you have it (though briefly) ...
the eight ways that building your own
digital media platform can radically
change your business.

65. Do You Want
the Whole Story?

66. Get the full audio and transcript
this SlideShare ...
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67. 8 Ways a Digital Media Platform
is More Powerful than “Marketing”
© 2014 Copyblogger Media
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Designed by
Rafal Tomal
Written by
Brian Clark

68. Generate a flood of new
business with the power of a
digital media platform.