Media companies master frequency
Startup marketers are able to contact a lead approximately 1.4 times per week (Profitwell
). Increasing your touch points however will start to feel spammy and get you on the “🚫DNC” list. It’s a good thing that startups tend to be pretty good at monetizing this level of interaction.
On the other hand, media giants are able to engage with their audience up to 5x more. Bloomberg engages with their audience on average 5.2 times per week and The Skimm 4.4. The downside to media companies is they suck at monetization.
So, how come media companies can engage their audience 5x more?
They create content viewers want to consume.
Frankly, most startup marketing isn’t that good.
The brands who are doing a good job tend to have media strategies. The likes of Profitwell, Wystia, Mailchimp, and Moz. They create episodic, binge-worthy content that their audience can’t wait to consume.
Not only does building a media strategy increase the number of touch points, but it’s also highly scalable.
You record once. And distribute a thousand times.
This is something that communities can’t do.