This past week, I had the absolute best time attending two industry events, Digital Hollywood and the Beverly Hills Film TV and New Media Festival. Not only did I meet some very intelligent people, listened to what is next in the industry and hopefully contributed to the mix as a panelist at these events. In between these two events, I was also doing a class with the Web Series Network on a hot topic for all New Media / Webseries creators: monetization of their content.
My background as a marketer / sales executive has taught me one big lesson – WIIFM. What’s in it for me? This has been at the base of every product launch I have been involved with on a strategic level. WIIFM. Web series creators don’t have the years of expertise that I do in marketing and sales so for them – marketing their product is not what they want to do, they want to create. However, with budgets being as they are on original content projects, you don’t have the luxury to wait until your project is in post to have marketing pick up the next step and get the buzz going.
You have to build the buzz before and during the production process.
But this is just one of the challenges that a “new” industry is facing. If you attended either Digital Hollywood or the New Media panel on Sunday that I was on you would have heard more about this disruption and change in the industry. There are so many people out there who are trying to figure this out from brands and agencies to creators and producers. The answer is there is no cookie cutter way to do business – you have to make it work for what your audience is as you are creating for an audience online – and if you aren’t making content that is bringing an audience, then you will have a hard time monetizing it.