I've Built Media Brands for 15 Years. Here's Why the Old Rules of Content Are Officially Dead.
I've Built Media Brands for 15 Years. Here's Why the Old Rules of Content Are Officially Dead. Let me tell you a story. About five years ago, I was advising a B2B tech client with a massive marketing budget. We spent a cool quarter-million dollars on a beautifully produced series of educational videos. We’re talking cinema cameras, a professional studio, custom graphics—the works. The content was brilliant. It launched to the sound of crickets. A few thousand views, mostly from employees. Around the same time, out of sheer frustration and a desire to experiment, I had a junior team member film a 30-second video on her phone. It was a raw, unfiltered take on a common industry problem, filmed in a messy office corner. We posted it to a fledgling TikTok account we’d created as an afterthought. It got two million views in 48 hours and generated more qualified leads than the entire six-figure video series. That was the moment it truly clicked for me. The game hadn't just chan...