Media Companies in Nigeria – When do you need one?

If you run a business anywhere you must already know that traditional and digital media are important prongs in your marketing strategy, because you can leverage them to distribute important company, sales and marketing information about your business, helping you to achieve business goals. This is why you need a media company. 

A media company is involved in creating content with professional editors and writers and periodically publishing its content bundles to the general public. A traditional media company would publish physical newspapers or magazines and distribute them through a network of stores or vendors around a geographic area, while a digital media company would publish digital content (like blog posts) usually to a website, where users can consume the information. 

The media industry also contains other forms of media content like video, audio, graphic, art, etc. 

The context of this article will focus on the digital media company whose activities benefit businesses looking to connect with its audience. 

Media companies in Nigeria, as with everywhere else, have been integral to the establishment and success of businesses of all sizes. They help to distribute announcements and advertisements through traditional means, but also to create and distribute digital content, video advertisements, press releases, etc. Smaller businesses need media companies to help them attract new customers, and as they grow to become larger corporations, they need media companies to build and reiterate the brand image and what they want to be known for, which ultimately drives more customers to the corporation. 

At every point in a business, it is important to maintain a working relationship with the media, usually through media companies. 

In this post, we will highlight various instances where media company capabilities meet the needs of businesses: 

Content creation

Businesses can pay media companies to create and publish content that highlights the businesses or puts them in great light. This could be adding the business to a recommended list article, or publishing a press release about the business. The best way to make the most out of paid content is to do it with a media company whose audience matches your target audience. 

If your business is focused on fashion, then paying for content creation in a media company that is focused on sports for instance will mean that the content is not as relevant for the audience and therefore will likely not return the maximum value. 

Social media distribution

Traditional media companies still have statutory and legacy roles to play in the media space. However, the majority of media companies in Nigeria today are digital, and for good reason. Technology has changed the way people consume information. In Africa, more people have access to a smartphone than do not. The target audience for your business is more likely to consume information on their smartphone and on social media. 

Businesses can improve their social media distribution, outsource their social media management or even get help with curating the right brand image on social media by working with digital media companies. Usually, these media companies have a large digital presence such that information shared on their channels travels faster, reaches more people and is accepted as accurate. 

Film, TVC or video production

Media companies in Nigeria are not all digital publishers. Some media companies specialize in the production of video content for businesses, with the same objective of driving more awareness, loyalty and distribution for the brand. As video content gets more engagement and organic shares, businesses look to professional video producers to develop video content that tells an accurate story about the business. These videos could be in the form of short films, television commercials or brand videos made specifically for social media.

Media companies in Nigeria provide a number of different deliverables for businesses that help the businesses to reach more people and connect more deeply with their already familiar audience. Most of these deliverables can be grouped into the already discussed capabilities above, and are undertaken by specific media companies specialized for each capability. However, there are some media companies that have built a strong track record across the different media capabilities and offer these services to businesses as an all-in-one solution to the business’ needs. 

One of them is Pulse. Pulse helps businesses in 6 different African countries to connect to their desired audience and reach new customers through content creation, social media distribution and video production. It has done this consistently for years and has built experienced teams who are able to interpret audience sentiment and align their content appropriately, helping to achieve maximum value for money. Media companies like Pulse may be able to provide more impactful service to businesses and brands because of their multidisciplinary experience and audience knowledge. They are often a better choice over time.