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Using Media Assets
This is an episode where we’re going to talk about media assets. It’s a shortened version of a webinar I gave before. I’ve been asked a couple different times to give my take on the difference between media assets and, most importantly, how do you use them exactly. The best way to explain media assets and how to use them is to simply show off how we use them. This one I’m going to end up talking about us and our company, not to braggadocious, but just to show you how it works.
First of all, the goal of using media assets is to build or establish or expand a brand. Number two is to prove to Google that you are an authority. When it comes to a media asset, what are they? Books that you can find and purchase on a website would definitely be a media asset. They can be videos, memes, posts, and interviews. Let’s go through a couple. I want you to go to IncomeStore.com and click Press and you’ll look at our press room or our media room. You can see how we display dozens of media assets. There are media assets that you can garner or create.The goal of using media assets is to either build and establish a brand or expand a brand. Click To Tweet
Let’s first talk about the one that I garnered. Income Store puts an event called Digital Footprint. Inc. Magazine wrote that there are seven can’t miss must attend business conferences in North America for 2017, Digital Footprint being one of them. If you go into the press room, somewhere on that page, you will find an article from Inc. Magazine talking about the event. If you click on the thumbnail, first you’re going to notice that we took a screenshot of the page on Inc. that the article was on. That thumbnail then was turned into a link, so that when you clicked it, it linked to the Inc. Magazine articles. First off, this shows the spiders of Google that are coming into IncomeStore.com that we have been sourced and referenced on Inc.com.
It begins to establish authority. If you go further down the press page, I was interviewed on a money show with Bert Martinez. This is different. There is still a link to the audio clip of the interview, however, we were able to do something very important and that is I was able to download the actual podcast. It was on Blog Talk Radio. It had an embed code or a download or some kind of embedding link that allows you to export the actual MP3 right off the software of Bert Martinez’s website. We went to our team and I said, “Most news houses like NBC, MSNBC, they only store an interview or a video for twelve to 24 months. They simply don’t have the server capacity. If you think of a news agency and all the videos, they can’t possibly store all of that content forever and they don’t have the server for them to do it.
They typically replenish the servers and capped anything posted for twelve or 24 months. They capped them at a timeframe. I know Bert Martinez is not a big media house. I know he’s renting space on Blog Talk Radio and that only lasts eighteen months. We downloaded the MP3, we still created the same thumbnail of the media asset, the interview, and then when you click it, that actual MP3 is now sitting on our own server. That MP3 interview will last in perpetuity or as long as we want it to be up there. That’s another way to expose a media asset and that one helps to establish authority with the people checking out our company.
I want to go to the creation of media assets. There is a website that is owned by LinkedIn called SlideShare.net. I spend a considerable amount of time doing webinars, teaching with slideshows and PowerPoints. Anytime I do a public presentation, I always upload my slides the day before my presentation. I titled this slide in a very unique way so that the audience hearing my talk will remember what to Google. If you’re in front of a computer, I would like you to type in these four words, Ken at NWA 2015. That was me doing a talk at Never Work Again in 2015. The 300 people in the audience, right when I took the stage, I said, “Here’s the deal. I speak 200 words a minute with gusts up to 400. Don’t try to keep up. Don’t try to take notes. Don’t try to stop following what I’m saying to take pictures of my slides. All I want you to do, and you can do it right now on your phone, is google Ken at NWA 2015. For those of you that are doing it right now on the phone, please say yes or no, nod your head up and down, or raise your hand. Are the slides that I’m showing you right here indeed the number one position on page one of Google organically?”
Everybody said, “They’re right here.” I said, “You just click the download button there on your phone or on your computer and you can follow along later, but this will allow you to comfortably listen to the presentation and on and on.” The audience loved that. People love when the customer service comes before the presentation. For those of you that speak anywhere or can use that little nugget, let me give you the secondary backdrop of the power of uploading your slides into SlideShare.People love when the customer service comes before the presentation. Click To Tweet
I have 30 to 50 presentations that are uploaded into SlideShare. This shows the spiders of Google that Ken Courtright speaks in Canada, US, Dubai, Colombia, and London. It again proves to Google through where these visitors that come in to grab these slides. Google can see the IP address of everybody coming in. Some of my slides have been downloaded close to 1,000 times and Google can see, “These 600 people downloaded the slides in Germany. These 150 people downloaded it in Dubai.” It tells the spiders of Google that this person, whoever created these slides, has some authority. The goal of using media assets is two-fold. You want to create, expand or establish a brand through an audience and/or you want to prove authority.
To see this in action so you can figure out exactly how to replicate media assets when you get interviewed or when you create something, I would highly recommend you go to IncomeStore.com, click Press, and open them. Instead of reading them, you don’t have to actually read them. It’s not about the press clippings of Income Store. I want you to go up top, once you open it. Look at the URL string, are we leaving that sit on Forbes or Inc.? Did we grab it or created it ourselves and put it on a separate server? See if you can figure out the method to our madness of how we’re using these media assets. This is 25 years of us doing this, ten years specifically online. These are the techniques that we have used on 3,000 clients, 900 revenue generating websites. After all of that split testing, we have figured out the best way to use media assets. I hope this helps, take care.