/// You’re All Media Companies
The internet has disrupted publishing – you read books on Kindle and iPad.
The internet has disrupted music – we download it instead of buying CDs.
The internet has disrupted commerce – you’re going to Amazon, and soon you won’t even go to the grocery store.
All these things have happened, but the one thing that I don’t think enough people are talking about is how the Internet has disrupted media companies.
Compared to what it used to be, the cost of entry to become a media company is so low, it’s insane. You don’t have to own a TV network anymore. You don’t have to buy a multimillion dollar printing press to reach the end consumer. You literally use free products like WordPress and Medium, as well as free distribution like Twitter and Facebook – side note for anybody who is confused: social media has basically become the plumbing of the Internet – and at the end of the day, the cost to you is zero.
Now, here is what’s really up: People are failing to understand that content creation is basically the cost of entry to being relevant in our society. If you’re not putting out stories, you basically don’t exist. So let me take this opportunity to bang my fist on the table (or maybe because I’m Soviet, my shoe on the table, Khrushchev style) and make this statement as loud as I can:
Every one of you is a media company.
Now I know some people hate hearing the term “personal brand” because it feels spammy, and that’s fine. Call it your reputation. And I know that referring to yourself as a media company could come off as cliché marketing jargon. Fine. Call this stuff whatever you want, but if you are not putting out content that is giving value to people, whether that’s getting a laugh or, making people think, or educating people about wine, you are being drowned out by the massive volume of content that is being put out by literally everybody else.
If you don’t understand this, and you head into 2014 without a strategy to put out content on a regular basis that is actually valuable to your end consumer, you will be left out in the cold.
You will be Blockbuster.
You will be Borders.
You will be the guy who was still hot on horses when Henry Ford’s production line got off the ground.
You can laugh at this all you want, but I’m looking forward to having a conversation with you in four years if you don’t act on this article.
LinkedIn – Gary Vaynerchuk