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About

David Spark is the owner of Spark Media Solutions, a firm that helps companies build voice through storytelling and social media.

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February 11th, 2009

Your ability to build your business is directly related to your ability to grow your industry voice. Working with branding, PR, and marketing firms, Spark Media Solutions will help you build that thought leadership through storytelling.

Stop wasting your money on marketing.
Spend your money on building voice.

Marketing dollars require you to pay for production and distribution. And once you stop paying for distribution, the value of your production disappears as well. If you produce an ad, it’s only value exists for the period of time you pay to have it distributed. Plus, worst of all, it’s marketing content. Except for Super Bowl ads, nobody gets excited about consuming marketing content. Marketing is forced on us.

Conversely, editorial content that has value and comes from the voice of your organization is something that people want to share.

Your ability to game social media correctly is directly correlated to your ability to create interesting, and compelling content that people want to share. Your interested audience is your distribution mechanism, not the radio station, TV network, or magazine. To get them to want to distribute is highly dependent on your ability to build strong editorial and in turn produce quality content.

Even if you don’t get it right every time. No one can. Each asset you create is still valuable as it provides incremental value and continues to live on for others to see. In addition, that content supports your sales staff as they’re often barraged with questions that an article, video, or podcast could answer.

How Spark Media Solutions builds your industry voice

Most social media consultancies only focus on the distribution end of social media, offering very little value to the editorial or production, the most necessary factors for determining the success of a social media engagement. Here’s what we do to build your voice effectively and efficiently:

• Assessment: What are your current business practices and what’s the behavior of the industry? Who currently has thought leadership inside and outside your organization?
• Editorial: Develop an editorial matrix that will act as your guide. The goal is to provide industry-leading content at every decision making point along the sales cycle-from discovery to purchase.
• Production: Manage and create compelling content messages that can be produced across a multitude of mediums (e.g. print, audio, and video). We want to tell the story of your company and product so customers and others can remember and retell.
• Distribution: The most well known aspect of a social media engagement. Distribute content and engage with other industry thought leaders via traditional and social media methods.

Want to learn more? Want to do it yourself? Contact me at david AT sparkmediasolutions DOT com.