On this episode of Best Seller TV, Scott Miller, author of “Media Matters: How to Leverage the Media to Grow Your Business.”
sits down with host Taryn Winter Brill to discuss his new book. As someone who has been fully immersed in media for over two decades, Scott Miller wrote the book because along the way he discovered how people are always interested in media, but don’t necessarily know how it all works. He says, “There’s more content available today than in the history of mankind.”
The objective of the book is to unpack all of the necessary information so business owners can walk away with the necessary knowledge to make smart decisions with their marketing dollars. They will also come away with a clearer picture about the demographics they are trying to reach with their money. He adds that each book chapter is comprised of a particular part of the media with all its terminologies to familiarize readers with what it all means and how that impacts businesses.
Miller is surprised by the number of businesses that don’t take the time to look at the Google analytics available to them. He claims this is one of the biggest mistakes businesses make. The other is thinking media is going to happen overnight. Media, he says, it’s about frequency and consistency. Media is also about content and having a sound content marketing strategy. Miller says, “Every business is a media company today.” He continues to say that every entity should be thinking about the type of content they create – whether it’s written, videos, or podcast. However, the content created needs to add value to your business (and customer). Value also adds trust and credibility and makes you a thought leader within your industry.
In the end, media is not a race, it’s more of a long-term process. And the sooner business leaders understand how to better reach their audience, the more their businesses will thrive.
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