Decorate this recipe: Good content builds qualified audiences. Qualified hearings build engaged communities. Engaged communities build authentic movements. And finally, authentic movements build promising businesses.
Decorated? Now comes the good and bad news.
The good thing is that if you learn how to use this methodology efficiently, your company will have a powerful vertical media indoors and most likely your customer acquisition cost (also known by the acronym CAC) will be much smaller. The bad thing is that if you haven’t even started using it yet, it means that you are late-and a lot.
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If on the one hand the traditional media outlets are losing relevance, on the other, the most innovative brands in the world are creating and consolidating, within their ecosystems, true media content platforms.
Segmented news portals. Aspirational Newsletters. Digital schools. Thematic events. Podcast channels. What is not lacking are formats to start exploring this concept. And once it begins, what is not lacking are ways – from advertising to the sale of infoproducts – to monetize such solutions.
A gear that is feedless
In the most successful cases, these initiatives become self -sustaining (and profitable). That is, producing content is simply a operating cost to become a business unit that directly generates profit and can even operate independently (such as a company spin-off).
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But becoming a positive operation, which stops standing, is just the tip of the iceberg. The great asset of this strategy is the new opportunities that arise as you get to know, increasingly and more, the habits, interests and opinions of the consumer base.
Do you still remember the revenue of the first paragraph?
So let’s go to a practical example.
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They started talking about entertainment…
Now they are the entertainment itself.
The Omelete & Co group holds some of the most influential and profitable pop culture events in the world. Among them, CCXP, Anime Friends and Gamescom Latam. But these projects did not emerge and did not gain the dimension they earned by chance. All are unfolding from another business that started over 20 years ago: the Omelete portal.
At first it was to be just a place where a group of nerd friends (word of them) would publish, without great pretensions, a series of articles and news about the geek world. The content was good, innovative for the time and, which had begun almost as a product for self-consumption, became a platform with millions of users.
The following community became so powerful that the founders soon understood the equation: it was possible to make much more money by creating business owners than selling third party advertisements.
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I imagine you can already presume what happened next, right?
Today, the group has a portfolio full of initiatives that feedback – and that go far beyond the great events and the portal where it all started. It even has artificial intelligence app and Kings League team.
And if you want to know more details about this successful trajectory (and especially how to start building your own chain of feedback companies) is worth watching the episode we recorded in the rebel brands (podcast I drive and is presented by João Branco and Ron Meisler) with Pierre Mantovani, CEO and co -founder of Omelete & Co.
