Last week I wrote about the new “digital media positioning” focus here at Your Media Moment & Beyond. Since the terms “media authority” and “digital media positioning” are probably new to you, I’ll use this post to explain how it works.
As you may or may not know, I spent the bulk of my career in traditional TV news, but in the early aughts (the first decade of the millennium), I grew increasingly passionate about the possibilities in New Media.
As any marketer will tell you, “People buy from people they KNOW, LIKE and TRUST.”
But here’s the thing, most people don’t trust people who claim to be experts, just because they say so. They want to see proof from outsiders to feel comfortable about choosing an expert to solve their specific problem.
With today’s digital technology, creating content has gotten easier and easier. In fact, every business with an online presence is a media business. As a result we are swimming in tons of content and there’s a lot of sameness to it. Your challenge is to produce the right content for the right audience to stand out from the crowd and be seen as a Go-To leader in your industry. That’s where Digital Media Positioning comes in.
Here’s a definition : Digital Media Positioning is the process of leveraging online media and other credible 3rd party media platforms to position YOU as a recognized authority in your field.
Why it works: The Media is one of the most trusted information sources in our society. The perception is that the Media always seeks out true experts as sources. That means when you’re quoted or featured in the Media, your reputation is enhanced because the Media has tapped your authority in your field for their publication or airwaves.
Media attention increases your credibility in the eyes of the public. The “implied third party endorsement” of Media recognition can be powerful and open doors to unexpected new opportunities.
I believe a true authority – expert reputation has to be earned. It’s not a matter of slapping media “as seen on” icons all over your photo or website. There are services that let you buy your way into media citations with no effort, but doesn’t that deception negate the “trust” you want prospects to feel?
Our approach is to help knowledge professionals develop the online content that shows their expertise in articles, podcast interviews, self-published books, etc. Then we make sure their target audience knows about them by spreading the word in the digital media world.
Bottom Line: While it’s important to have the confidence to say, “I’m an EXPERT,” there’s another level of impact when it’s the Media saying, she’s an AUTHORITY.
I’d love to help you garner more online media authority and become better KNOWN IN YOUR NICHE. Interested? Let’s talk!