Brand Development · Brand Marketing

Is Broadcast Media Dead: Content Marketing Vs Brand Marketing?

Michael Todd Esser Executive Earned Media Wizard looking for Organized Public Relations Entrenprenuer

May 9th, 2018

I ask to the Tech-minded entrepreneurs and cofounders here, is the Broadcast Media dead when you as founders consider your start up brand marketing plan? At what stage did you feel ready to talk to the media? What types of media did you pursue, if any? Did Media outreach fall into your planning? Did you social media budget out weigh your earned and placed media budget, for how long and why? What was the best way to start exposing your company to third party opinions, especially for Key Opinion Leaders? Did you focus on Brand recognition in these original earned pieces of outreach or were you focused on thought leadership? Who was the audience that you were trying to reach in your media outreach? How do you differentiate your Brand Marketing from your Content Marketing Strategy? How did you define success and were you able to reach it?

Thank you in advance for your thoughts,

Mike Esser

Steve Lehman Investor, Entrepreneur

May 9th, 2018

Content is and always will be KING. The problem with traditional radio is that it has become predictable, and the farm teams of early talent development have been eliminated as a result of consolidation. Creativity is gone and the audience is aging. Very few under 30 listen to traditional radio. Having said that, there are still 230M radio's in the US and it drives direct response business. I tried watching traditional TV when I was stuck in a hotel and outside of sports, it's almost unwatchable. TNT was 10 minutes of content, 8 minutes of commercials.

I believe that far easier to target an audience through influencers and social media.

Companies like Hawke Media in Santa Monica have grown exponentially because they are experts in brand marketing. They know how to target and reach an audience.

Content that is creative and authentic attracts an audience, and for the right content audiences don't care if there's short commercial integration like podcasts.

Find your creative.....remember Dollar Shave club.

Steve Lehman

Jenny Kwan Co-Founder and Technical Lead of Woodlamp Technologies

May 10th, 2018

As a technology startup in data science and analytics, we will likely never use broadcast media, simply because we can't infer causation and therefore cannot experiment to optimize in a real way. Obviously, that's the draw of digital marketing where you can actually attribute action to impression. Part of that is that we're B2B, and the hit rate on a CPI model would be too low anyway. As far as content vs. brand, since we're a platform/tooling company, they're actually synonymous. We would need to use real content that establishes trustworthiness and ease of use via a hard sell, and that, over time, translates to the brand warm-and-fuzzies. That's what I'm thinking as CTO. Perhaps my co-founder-to-be would have different ideas, but he's an enterprise sales guy, where the handshake is king, so I doubt it. Hope this helps.

Paul Garcia marketing exec & business advisor

May 23rd, 2018

Mike, there is no brand marketing without content. Let's give you some additional vocabulary. When people say 'brand marketing' usually they talk about communication that does not involve selling a product. It's still content marketing, but the content is different (relevance, value, education versus features, benefits, differentiation).

When you talk about media, all communication is through some form of media. The vocabulary word you're missing is channel. Channels can include broadcast, print, digital, experiential, internet, mobile, etc. and even sub-channels within those (television, radio, and cable all fall under broadcast). Part of developing a marketing strategy is to evaluate the channels and determining whether your target audience is even present using that channel, what stage of decision-making they're in while using that channel, and what amount of repetition is necessary in that channel to overcome the noise level.

Rather than write lessons on marketing here, I'm going to suggest you grab any or all of Seth Godin's books and have a read. They're each easy to digest in an hour or two, and they will teach you more about the value of marketing and techniques of persuasion than most other sources.

You're limiting yourself when you confine media to broadcast media. My channel marketing guide that I start with when looking at a new opportunity has seven major channels to evaluate, each with its own smaller divisions, geographies, and other factors. And then when I pick the right channels, I have to layer on the effective frequency required to generate the desired results.

It's likely someone has already studied exactly what it takes to reach the audience you want to reach about the type of product you want to sell. The information is out there if you know to look for it.