We founded Mamu Media in 2012 in response to an unmet market need. At the time it seemed that too many companies were putting too much of their energy into generating and disseminating content just for the sake of content. They weren’t trying to meet the specific needs of their clients. Instead, they were using a scattershot approach: they threw a whole bunch of content (in different formats) out into the world and hoped that some of it connected with potential clients or customers well enough to lure them in.
Seven years later (which is a lifetime in the fast-paced worlds of marketing and media), I’m sorry to report that things haven’t changed very much. Too many organizations are still spending a lot of their resources just spreading generic content everywhere they can and hoping that some of it—any of it—will stick somewhere.
“What’s the harm in this approach if the company can afford it?”
If you’re not creating video content, you are missing out on huge opportunity to connect with your audience.
When we announced “Print Is Back, Baby!” a few years ago, at that time such a declaration was still squarely in the “breaking news” category. Although many pundits were talking up the value of print publications—claims that were backed up by plenty of research—most businesses still insisted on putting all of their (marketing) eggs into one (digital) basket. Some companies recognized the merits of print early on and incorporated it into their marketing and PR strategies. But most either decided to ignore completely or adopted a wait-and-see approach.
Four years later, it’s clear that print has a very solid foothold in the media market. Even as organizations are strengthening and expanding their video and social media presences, “print continues to generate the largest chunk of revenue for most legacy publishers” and remains a cost-effective way to connect with customers.
In fact, print is so strong that several companies that originated as online or digital businesses have in recent years added print materials to their marketing toolkits.
In 2017 Airbnb launched an eponymous publication, Airbnb Magazine. When announcing the new endeavor, Airbnb’s CEO Brian Chesky described one of print’s big advantages over digital material: “There’s the possibility that [a print publication] can be saved. It isn’t ephemeral, as opposed to content on a feed that expires.”