Media, man.

Not to be mistaken for Meteor Man

I recently watched an interview of Gary Vaynerchuk where he discussed a myriad of things, but what caught the lion's share of my attention were his comments on media/content. 

Gary mentioned that every person (including you) and every business is in the media business. I agree. We're entering an age where it could prove costly for businesses to not to have a shoe-in in the media/content game. The (financial) barrier to entering the media business is very low, and learning curves on content creation are growing increasingly flat everyday. Not only are we seeing a rise in the demand for content among consumers, but we're also seeing many major media outlets (producers, publishers, etc.) and/or advertisers rely on user generated content for their own broadcasts and campaigns. 

Gary also spoke  of a nearing time when we'll begin to see media make it's way to C-Suites in the form of executives focused on the success of their respective organizations hinged on media/content. We're seeing this shift happen now. 

Just over the past couple of weeks, we've seen some key changes in leadership from organizations that see the value in content. Snapchat just hired Sean Mills as Head of Original Content  and BuzzFeed brought on PepsiCo vet Frank Cooper as it's first Chief Marketing Officer and Chief Content Officer. The BuzzFeed move is particularly interesting to me. Between Buzzfeed's prowess in creation of original content along with its superior analytic ability, and Cooper's marketing expertise with a knack for delivering strong brand partnerships, I see this new union creating even bigger waves in the content game. 

I think where BuzzFeed could really separate itself concerning content is by figuring out how to provide detailed metrics on ROI of branded content. Organizations with deep pockets might see no issue with allocating marketing dollars to content marketing efforts where the ROI is not as clearly defined, but smaller, more cash-strapped brands and businesses will likely be more reluctant. If BuzzFeed can leverage it's existing data tool and build a layer on top that can better correlate investment in content to real results (revenue, brand engagement, brand advocacy, etc.), I think they'll be in great position to be seen as the undeniable go-to for content in the near future.