31. Online Media Site

What it is:

When we think of public relations, we usually think in terms of being in the media. But what if you could be the media itself? That's what an online media site is all about. Like traditional media companies, if offers stories, articles, facts, figures, and pictures of interest to its audience. Unlike traditional media, it's controlled by a company and its readership is largely made up of customers and prospects.

A cool tool for:

• Gathering potential customers within a community of interest
• Creating an aura of expertise (thought leadership), "personality" and good will
• Brands that seek to become their own publishers

Not so hot for:

• Smaller businesses with simpler target sets (try a blog instead)
• Companies with limited product ranges
• Limited budgets! Consistent content is the key to success (once the platform is created)

HOMEMADESIMPLE.COM
	HomeMadeSimple.com tackles a complex marketing problem by letting its visitors dictate the kind of content they want to see. End result? An attractive bridge between home lifestyles and life on the Internet. HomeMadeSimple boasts over one millions members.

3 key play points:

1. Either make a big investment or none at all - a compromised site won't cut it
2. Tailor your content to personas: precise constructions of audience segments, their needs, beliefs, habits, values and more
3. An excellent way to integrate products/services with lifestyle content/messages

Bonus Links:

• Out-Law.com Media Site courtesy of Pinsent Masons
• MarketMinder from Fisher Investments
  

Chapter 30 - Custom Social Network

Chapter 32 - Content Platform