Last week we hosted a brand new Advantage Event, the New Media Master Series, at the Hilton hotel in downtown Austin, Texas. It was our first event ever in Austin and it was a huge success.

In addition to hosting many existing Members of the Advantage Family, we welcomed attendees from around the country to the event, which explored the changing media landscape and provided a specific roadmap on how to leverage it to grow your audience and business moving forward.

We have gotten great feedback from those who attended and I wanted to share five of the key takeaways from the event on our blog for those who couldn’t make the trip to Austin.

Here are five lessons learned at the New Media Master Series:

  1. Authority Doesn’t Just Happen to You — Advantage Media Group CEO Adam Witty gave the opening keynote and challenged the audience to think differently about their marketing efforts. Instead of waiting for someone to bestow authority on you, pick up the mantle and be intentional about separating yourself from other experts in your field via the Seven Pillars of Authority Marketing: Branding & Omnipresence, Lead Generation, Content Marketing, PR & Media, Referral Marketing, Speaking, and Events.
  2. The New Media Landscape Offers Huge Opportunity for You — The New Media Landscape consists of three kinds of media – owned, earned, and rented – as opposed to the old media landscape, which just had rented and earned media. Here’s what each category of media includes:

Owned media includes all media assets where you fully own the connection to your audience, including your website, blog, email list, and a physical mailing list.]

Rented media includes all media assets where you don’t “own” the real estate but you do have control over the content. Rented media channels have a low barrier to entry (anyone can do it) and include all advertising efforts and social media channels like Facebook, Twitter, LinkedIn, and beyond.

Earned media includes all media assets that you have to earn your way onto, including media interviews, speaking engagements, customer reviews, and referrals.

Here’s how each works together in the new media landscape:

The old media landscape was entirely dominated by rented and earned media. In other words, to get a message out you had to either earn your way onto someone’s stage or buy your way onto it with ads. Today you have to look at media in 3D because the biggest point of leverage for you as an authority is growing the audience that you own the connection to via owned media. Creating value-add calls to action within earned and rented media opportunities will fuel development of your owned media and allow you to go directly to your audience with the click of the button, ultimately accelerating growth.

  1. Traditional Media’s not Dead –Mark Twain famously said, “The rumors of my death have been greatly exaggerated” and that can certainly apply to the discussion about the “death” of traditional media. Although there are fewer and fewer traditional media targets left, if you do score coverage with those outlets it’s actually more valuable than it has ever been thanks to scarcity and broader syndication than ever. To get quality coverage, you have to think like a journalist and find the news-you-can-use for the outlet’s audience. In other words, instead of trying to create the story for the journalist, instead focus on newsjacking* and connect your message to a story that a journalist is already covering. This will give you a competitive edge over others competing for attention.

*According to David Meerman Scott, who coined this term, Newsjacking is the art and science of injecting your ideas into a breaking news story and generating tons of media coverage and social media engagement.

  1. Become Your Own Media Outlet – We have entered the age of Micromedia where every individual and brand is a media outlet, whether they know it or not. To succeed in this environment you must think more like a media outlet than a marketer and focus on providing well-rounded, timely content that goes beyond your own IP. Think of your content like it’s your newspaper. No one wants to read a newspaper filled only with ads or op-eds. Instead, diversify your content across three key areas:

Evergreen content – This includes your perspective/IP and should be content that will hold value over time. For example, if you are a leadership authority, it could include blog posts like “5 Ways to Add to Your Leadership EQ” or “3 Questions Every Leader Should Ask Themselves on Monday Morning.”

Relationship-building content – This includes content that builds intentional, outbound relationships with journalists, influencers, business development targets, conferences, associations, and other high value targets.

Newsjacking – As mentioned above, this content should be timely and connect to the stories everyone is talking about in your space.

Your focus has to be on providing entertaining and informative content as opposed to selling.

  1. Create Ways to Capture Your Audience for Repeat Engagement – Leverage and influence in the new media landscape is directly connected to your ability to build an audience you own. It will be a flash-bang if you’re not set up to capture success from all you are doing with earned and rented media by driving those audiences into an auditorium that you own (likely your email list). Consider creating a must-take assessment, quiz, or another valuable offer that will encourage your audience to give you an email address. Once you have those contacts, handle with care and nurture those relationships with ongoing, valuable dialogue. Like a newspaper, your goal is to not only add new subscribers, but keep the attention of those you already have.

Navigating the new media landscape is not easy. As Adam likes to say, “If it were easy everyone would be doing it.” The big question for you is this – are you ready to master the new media landscape? If so, let us know and we’ll set up a free one-on-one conversation to talk through your existing Authority IQ.

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