When it comes to “talking shop” in the world of content marketing, few names carry quite as much clout as Gary Vaynerchuk. As a leading marketer, short film producer, New York Times best-selling author and owner of a variety of other accolades, you’d be hard pressed to argue this point.

However, despite this near universal acknowledgement of Vaynerchuk’s insight and mastery of the modern digital marketing world, his recently released article regarding the concept of brands acting as media companies has caused quite a stir within the online community. With this in mind, let’s take a moment to breakdown the finer points of this post and see if brands really have no choice but to follow the “media company” blueprint in order to garner a positive reaction from their virtual audiences.

Vaynerchuk’s Viewpoint

Vaynerchuk’s post – which focuses on the launching of an in-house media development company by Starbucks as a means to generate branded content – aims to draw a line in the sand between the organizations willing to go all-in on acting like a media company and those who tether themselves to more traditional outreach methods. Essentially, if you’re not on the right side of this argument, this content expert suggests that your brand is going to be in rough shape in terms of connecting with its digital viewership moving forward.

To back up this claim, the article goes on to note that other major players on this front, like Red Bull and GoPro, are also producing branded content via similar media-driven strategies and campaigns. If that wasn’t enough, Vaynerchuk even drops in a strong nod to his own background and willingness to embody the idea of interacting with consumers via “media company” tactics.

Is This Really the Right Approach?

Naturally, when the strategies and names of these organizations and major content marketing players start getting tossed around, it’s hard not to instantly assume that following in this path is the right call. However, there is one strong rebuttal that’s worth discussing before you go all-in on Vaynerchuk’s proposition.

As Luke Summerfield of ClickZ explains in his look at why content marketing campaigns fail, getting too focused on one strategy and forgoing constant analysis and improvement is a dangerous way to manage your digital presence. This isn’t to say that you should completely eschew Vaynerchuk’s excellent advice to embrace the media company mentality, but rather that it’s also important to understand that the world of content marketing, and your audience, requires more than just a static approach.

Building Toward the “Media Company” Ideal

So if acting like a media company is a powerful way to connect with consumers – and essentially the future of content marketing for brands of all sizes – but forcing the issue without context isn’t necessarily right either, what’s the best way to position your organization in the online world? The answer to this question comes in the form of a flexible and informed approach. (Editor’s note: at Relevance, we call this an integrated approach.)

Vaynerchuk’s article is right on the money in terms of what should be guiding your marketing operations currently; brands simply can’t ignore the demand for engaging and informative content anymore. The only caveat here is that getting too locked in on the “how” and not the “why” of your process isn’t in the best long-term interests of your brand. If the needs and desires of your audience change, then you’d better be willing to mold your response to this development accordingly, all while holding strong to the media company “ideal” set forth by Vaynerchuk.

With Vaynerchuk’s insight and a proper framing of this mentality guiding the way, there’s nothing stopping your brand from taking the content marketing world by storm. If you’d like to learn a little more about content generation or other services and tools that might streamline your process even more, leave a comment below or come talk with one of our content experts over at Article-Writing.co.