It’s not enough in today’s world to simply create content and look to influencers to share your message. To stand out, companies need to create content with a broad and powerful distribution plan that allows them to maintain control of their message, while appearing that they are letting go.
Remember that old saying if a tree falls in the forest doesn’t anyone hear it? The same can be said with content today.
Think about it, if a great Instagram reel doesn’t get views, did it even happen?
Everything is different now
The new world content order is challenging creative teams to think differently for sure but they aren’t the only teams being challenged.
Even with the best content and an intent to distribute it, you now have to overcome the challenge of today’s growing generation of content-consumers who abhor blatant ads and only respond to AIR based content. (AIR based content is authentic, inspirational and relatable).
This means that the Communcations teams who used to only have to worry about press and media strategies now has a seat at the table in creating unique and trusted content distribution models.
This also means anyone in HR looking to attract top talent has a seat at the table so that all new content can also be used to develop great employee value propositions.
For those companies who have not yet figured out how to master today’s content creation and distribution, there is a hidden secret to making this work. And believe it or not, it involves TV. While some think linear TV is dead, it’s not: it’s just emerging with a different purpose these days.
If you want to capitalize on using TV as one of the most cost effective ways to build your brand, client retention, and demand generation, keep reading.
The 5 Things You Can Do Right Now Using TV
Here are 5 ways you can leverage internal and external teams to keep budgets in line, and deliver powerful bottom line results:
1- Don’t just create written case studies, create video case studies that also deliver better retention by having your case study subjects interviewed on TV
Sounds crazy right? But it’s not. You can partner with a number a TV show to have your clients interviewed about their work with you. They feel very honored to be on TV. You get high quality production content. You can use everywhere. It has a built in distribution network. And, it costs less than bringing a 3 person camera crew into your office, or hiring an agency to do the interviews for you.
2- Invest in wrap arounds.
Many TV talk shows offer the opportunity to invest in wrap arounds, where your brand is mentioned as the sponsor of content that isn’t a sales pitch but educated people on a topic. While wrap arounds have been around for a long time, content creators have not mastered how to use them for their purpose. In this case use the wrap around not just to get brand impact, but to allow the content being discussed to be strategically written to highlight your differentiated points. This way, a 3rd party testimonial is able to validate your company’s products, service or offering without looking at sales, being biased or pitching your product. It’s brilliant.
3- Marry your TV with a press release, social media and a blog (and maybe even an influencer).
And let the TV show producers do it all for you. More often than not, if you are investing in getting content from a TV interview, they will be able to shoot B-roll for you before, during and after the shoot. (who is shooting the b-roll? Is b-roll at the studio or on location? This content is the most cost-effective way to create your supporting social content from the interview, and sometimes performs as well as the interview itself. The press release is a natural extension of the interview and helps to create backlinks and brand impact that makes you much more visible. This 4 for 1 punch is the most cost effective way to create a vast amount of content.
4- Move the interview online.
Great! You did a TV interview. It’s a high-quality production. It got aired on a variety of networks. Now what? Now use that and distribute it online and on your website. And, while you are at it, use the b-roll and outtakes they gave you to have your internal team create even more content. Want to be a super effective user of this content? Target it to the places where your competitors usually advertise. That will get them- and they won’t have the quality content to fight back.
5- Pay for your hard to reach prospects to be interviewed on a TV show
If there is one way to get your hottest, hard to reach prospects to have a conversation with you, it is by inviting them to be interviewed on a TV show. People tend to get so excited to have this opportunity they will do just about anything to appear. And now, they owe you (insert evil laugh here)
And, here is a bonus tip.
BONUS: Have the TV show shoot on site at your location or at your booth at an event. While this might cost a bit more, seeing the crowds lining up to watch what you are doing is a pretty compelling case. And, your bottom line will thank you for it.
As the world of content continues to evolve and change, we’ve got to stay ahead of the game. Hopefully this article provided a new way to think about how to make your message stand out it today’s content content driven world.
Want to see how some of the smarter entrepreuers and brands are using TV to build thier content library and thier brand? Click here.