Marketing, public relations, and communications departments often have a hard time earning respect from executives. As Andrew Davis, the author of “Brandscaping,” explained at Ragan’s 2013 Content Summit, executives tend to view these departments as expenses and liabilities.
Those days, Davis says, are over.
During his session, “Turn your content marketing costs into assets,” Davis explains how any brand can build a huge audience of loyal customers simply by producing high-quality content.
Sounds easy enough, right? To get started, Davis recommends you ask yourself a few “what if?” questions:
What if you thought like a TV executive?
Have you heard of Gary Vaynerchuk?
Vaynerchuk is a guy from New Jersey who inherited his father’s wine business. He turned that business into a $60 million brand simply by making wine videos and posting them online.
“This guy built his business by helping people who hadn’t been serviced before embrace the idea of collecting and buying great wine,” Davis says. “Wine Library TV became a brand worth selling. It was a content asset so valuable that it was compared to the value of his business. That’s valuable content.”