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Smarter, Faster, Cheaper: Non-Boring, Fluff-Free Strategies for Marketing and Promoting Your Business by David Siteman Garland

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Chapter 5. Be Your Own Media Source

Why be your own media source like the examples in the previous chapter? Because of the benefits it offers to your business, your brand, and to you, personally.

Is the time and energy spent created a multimedia source with you at the helm really worth it?

Without a doubt—and here's why.

Have Control over Creating Your Content

This is exciting. It's a big deal! No longer are you confined to only traditional means of marketing like pitching to journalists who may or may not be interested in writing a story about you. Or to TV producers who decide if your content fits their demographic. Or purchasing ads that are confined to 30-second spots, a limited amount of print, and other old-school mediums.

Now you are in the driver's seat. You don't need permission or to follow any particular rules. Sure, there are best practices (and really bad practices) you can learn more about—but whatever you can write, shoot, or record is your media on your terms.

Failure Is Part of the Game ... and It Has Never Been So Cheap

There isn't a road map for compelling content becoming a media source.

For example, think of a laboratory in which a mad scientist is at work, crafting his next invention. Now you get to be that crazy scientist who tries a million things to see what works and what doesn't. Contrast this with a failed campaign of the past, wherein you would have to pay a PR firm all kinds of money to beg for media exposure based on some kind of angle for a story. And if ...

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