Issue #004

The New Age of Media

Gone are the days when NBC, FOX, CBS, and other big media empires owned the market of information distribution. Times have changed. Now, every brand, every person, is their own media company.

The tides are changing and independent media is becoming increasingly popular year after year.

Social media is free. And so is its consumption. Whether it’s YouTube, LinkedIn, Twitter, TikTok, Instagram, Facebook, or any other platform, you have the means to become your own media empire through your business or personal brand with just a phone.

We’re not living in the 60s. There are zero constraints. There are no excuses. While it might be easier than ever to make money and build a brand, it’s also never been harder.

This paradox is because access to anyone and everyone is quite literally at our fingertips but with this access, it’s easy to get lost in a sea of sameness and crowded voices. You must stand out.

I’m sure you’re wondering, “How do I even become my own media company?”

We’ll get to that. But first, I want you to understand this: Many people have a fear of posting online. A fear of judgement about what others will say and think. But let me be the first to tell you, it’s all in your head. We consume more than we create nowadays. And that is the biggest hurdle you will have to overcome.

Before I started building my personal brand, I reframed my mind with the following idea: ” Every day I consume content from people online. Whether it’s my personal interests, hobbies, or profession—I watch, listen, or read what others just like me put out on the internet and I enjoy it. Why would I be any different?”

Hint: I wasn’t. You aren’t.

Hopefully, using this reframe for your fear of judgment gets you to take the first step: posting.

Now that we’ve covered that, let’s dive into how you and your business can build your own media company from the ground up in 5 simple steps.

Step 1: Have something to say

Before you begin, you must find your voice. What I mean is you have to discover what the hell you’re going to make content around. This is where you get to be you!

There is no right answer. What are you passionate about? What’s something you’re knowledgeable about? What interests you?

Use these questions to help guide you. When I first started, I made the mistake of trying to post about everything in marketing—it hurt my content because there was no validity or consistency.

I was all over the place from email to strategy, advertising to web design. I had no voice and didn’t share any specific knowledge.

It all changed when I realized I had to find my voice and talk about only what I knew deeply, advertising and psychology.

Since then, my content has only gotten better and my brand has only grown.

Again, there is no right answer. Find something you enjoy and are knowledgeable about and you won’t miss.

Step 2: Find your tribe

Now that you have something to say, you need to find your people—your tribe if you will. This part is fairly simple, although it could take some testing. That’s okay. Just make sure you aren’t testing all at once.

Start by picking one platform to go all in on. Not two. Not three. One.

This keeps you focused and doesn’t spread you too thin. Once you master one, you can expand elsewhere and apply similar knowledge and content to succeed.

Here’s a mini cheatsheet on what platform might be the best place to start for you:

Instagram/Facebook: DTC brands with higher AOV (> $50), Artists, Photographers, Meme pages

TikTok: Individual creators, DTC brands with low AOV(< $50), Consumer service businesses (Lawn & Landscape, Painters, Artists, etc.)

LinkedIn: B2B Creators, B2B Brands, & Anyone/thing that sells to a business

Twitter (X): Writers, Meme pages, Tech, Founders, Motivators

YouTube: Literally anyone/thing wanting to do long-form content. *NOTE: has a longer time horizon for success.

This is obviously my opinion based on my experience and knowledge.

*Please pick which you believe is best for you and do your own research based on where people in your niche are.

Step 3: Say it well

Now that you have something to say and a place to say it, you need to post your thoughts and experiences by saying it well.

Understand: No matter the form (audio, written, or visual), you will likely be shit at first.

I was. Most are. That is OKAY! The point of saying it well is a commitment to constant improvement to find what works, why, and with whom.

The premise of saying it well is to talk within your bounds and knowledge, make it interesting, provide value, and give.

Step 4: Be consistent

Have you ever heard someone successful say, “It took me 10 years to become an overnight success.” That’s because it’s true. There are no shortcuts.

You succeed by playing the game every day. Showing up, even when you don’t feel like it, is what consistency is.

The more you post, the better you get, and the more people you reach. Do not overlook this step.

Step 5: Play the long game

This takes us to our final, most important step: Playing the long game.

Rome wasn’t built in a day, and your brand will follow the same fate. Expand your time horizons and remember you’re not building for today, you’re building for tomorrow.

The longer you can extend your view of building a successful brand and personal media company, the more successful you will be. That I can promise you.

Thinking in terms of years rather than weeks or months will help you grow and improve.

Seeing that as a blessing will do you a service. At least it did for me.

Til next time.

Stay mad,

-Carson 🧪