The Problem…
Traditional media falls flat and new media is unstable…
Here’s the bottom line; people are consuming content in a very different way. 3+ million influencer accounts, thousands competing for the same space in a nearly endless sea of eyeballs. How do you reach your true audience and give them something they want to consume? Well, let’s go over your traditional options…
Traditional Journalist
Pro’s
High Quality Content
Trusted Voice
Substantial Shelf Life
Cons
Untargeted Release
Single Publishing
Captive Visibility
The tried and true traditional journalism approach offers solid performance for a limited audience. While you get high quality, authentic and organic content, it doesn’t have the reach or potential to influence a large audience as more modern avenues. Traditional journalism is often one piece of content that lives evergreen online, but requires additional strategic elements to make it discoverable.
Influencer
Pro’s
Quick Content
Potentially Large Audience
Modern Standard
Cons
Never Brand Orientated
Uncontrolled
Disposable Content
Influencers have the potential to reach millions instantly and direct a massive amount of attention to a brand or destination. Influencers by definition promote themselves first (they are the brand afterall) at the expense of the destination or experience. “Follow me”, “come with me”, “experience with me” means that they come first always. Plus, with a twitch of the thumb your audience is fed a new piece of content which statistically is 99% from your competitor. That’s the algorithm for you.
Media Buy (ad)
Pro’s
Strategic Placement
High Quality
Brand Controlled Messaging
Cons
Costly
Socially Non-Effective
Ew…it’s an ad.
Advertising is tough, trust us we’ve been masters of it for 20 years. Quality campaigns come with a tremendous amount of creative planning and strategic release. There is a science behind the art and if done incorrectly you get “Ew…it’s an ad” which happens all too often. In this brave new social media world the world of advertising has to evolve or be left behind with skywriting and sandwich clapboard signs.
