'Tailoring content is crucial in today's landscape,' says Maury Rogow

Effective content syndication
Maury Rogow consistently demonstrated his prowess in successfully launching products and driving revenue growth. He embarked on a new venture, founding Rip Media Group. His expertise now extends to helping startups and global brands alike, ushering them into the digital era with a unique blend of creativity and innovation. Read further to know his thoughts about resonating the target audience and aligning with company’s mission.

To be a thought leader, you need to approach your company and your position with a different perspective than ever before.

Media 7: Maury, your journey is quite fascinating, blending storytelling, marketing, and technology. Could you share a bit about your unique approach to increasing sales through stories and video, and how it has impacted the brands and businesses you've worked with?
Maury Rogow:
Absolutely. I'll begin with the results. The reason is that back in the day when I worked for a company in the software-as-a-service industry, which was referred to as Cloud Computing at the time, our presentations used to run for an hour to an hour and a half. We delved extensively into technologies, interconnections, and connectivity. However, I came to realize that people weren't particularly interested in all of that or the company's historical background. What truly mattered to them were the results. Plain and simple. They wanted to know, "What's interesting?" So, about 15 to 20 years ago, I condensed a 40-minute presentation into a concise two-minute story. The leader of the sales team at the time was impressed and suggested adopting this approach company-wide. I agreed, "Sure, absolutely."

I'm glad you liked it, and it kept happening repeatedly. That got me thinking that I might be onto something valuable. The results that followed were remarkable. Fast forward several years from my departure at that company, where we eventually sold it to Cisco Systems. After leaving, I ventured into Hollywood, focusing on perfecting the art of storytelling. I tried my hand at stand-up comedy, wrote scripts for films and commercials, and eventually launched my own production company. I worked on various film projects, including collaborating with the producer of the Dark Knight on the Batman films, and I even produced my own movies. As I mentioned, it takes years to tell stories in the film industry, and you typically have only one story to tell.

I found that getting things done more quickly was appealing. So, I thought about going back to the technology companies that had been my clients in the past and informing them about my current endeavors. This turned out to be a smart move. With the rise of high-speed internet, video content became more prevalent online. Suddenly, we found ourselves in a position to extract what truly set these companies apart from their competitors, which was what needed to be conveyed to the world. Most of the time, these companies were competing without effectively distinguishing themselves from their competitors. Consequently, customers often made purchasing decisions based on the lowest price or the biggest brand in the market.

I proposed the idea of identifying what makes each company unique and special, crafting those aspects into compelling stories, and then sharing them with the world. The objective was to drive higher sales and enhance profitability. We began implementing this approach in various media formats, including video, written content, and even in their pitch presentations, PowerPoint materials, and other visual or spoken media used in their online presence.

M7: Rip Media Group has been voted the number one animation company in America. What do you believe sets your company apart and has contributed to this recognition?
MR:
Thank you for your question. I'm truly honored to have been voted as one of the best animation companies in America. The key differentiator lies in my approach to hiring. I exclusively bring on board individuals who meet what I refer to as the "OGP" standard, which stands for 'Only Good People'.  These are not only skilled professionals I'd like to work with but also individuals I genuinely want to engage with. They are the kind of people my clients also want to interact with. In the vast pool of talent out there, you may find incredibly skilled individuals, but they might not necessarily be great to work with. They could be demanding or challenging in various ways, affecting both client relationships and the overall work environment.

Both on the client side and in the hiring process, I prioritize being surrounded by individuals who share a true passion for animation and storytelling. This aspect has made a significant difference in our day-to-day operations. Working alongside people I genuinely like, who, in turn, enjoy working with their colleagues, has a positive impact on the experience of both the team and our clients. The second aspect of this strategy is the emphasis on passion. I only bring in individuals who are genuinely passionate about the work. We're not looking for people who are just here to make money or to pursue their own agendas. Those individuals tend to fizzle out after six to twelve months. Instead, we seek individuals who love what we're doing, believe in our vision, and are eager to contribute. This approach has had a substantial impact. Many of the people we've brought in have been with us for years, and as we expand, we continue to attract new talent.

While it might take longer to hire the right people, the results are worth it because they tend to stay with us for a significant duration. This approach to hiring has created a very positive and stable work environment, and I believe it's the people who make the difference.

M7: In the contemporary market scenario, what strategies do you think are effective for organizations aiming to position themselves as thought leaders?
MR:
To be a thought leader, you need to approach your company and your position with a different perspective than ever before. Right now, you should start considering that your company essentially functions as a media company, regardless of whether you are watching or reading this.

You are essentially working for a media company, whether you embrace that idea or not. This is significant because the way people currently consume information has evolved. It's no longer about sifting through lengthy 30-page whitepapers, as it might have been five or ten years ago. People now have very limited time and are inundated with a staggering 70,000 pieces of information every single day. To truly stand out, you need to do something that disrupts the usual patterns, something that makes people pause their scrolling or engage with your content. The most effective way to achieve this is by telling a compelling story, having a captivating hook, and drawing people into the narrative, leading them to embrace your brand. This is why, certain companies are achieving remarkable success. They leverage media exceptionally well, whether it's for elections, sales, hiring, or any other aspect. If you have the best story to tell, you'll outperform others in today's world.

Read more: BlackLine's Kevin Kimber says that offering superior customer experience is essential for long-term success


Using data and analytics to shape your messaging, stories, and advertisements isn't just important – it's absolutely necessary.

M7: Whiteboard animation videos have gained significant popularity over time. How do you perceive them as a valuable tool for conveying intricate concepts and elevating audience engagement?
MR:
There are several reasons why animation is more effective than many other forms of media. I believe that animation has the power to evoke childhood memories, which often come with a lowered barrier. When we watch animation, it tends to remind us of our carefree, open-minded moments from our youth. In contrast, when we watch live actors or celebrities on TV, we may have preconceived opinions about them, based on our personal experiences. For instance, we might unconsciously associate someone on screen with a person who may have caused us trouble in the past, creating a bias, positive or negative. This is because live action feels more real and personal.

Animation, on the other hand, has the unique ability to disarm our inner critic and transport us back to a time when we were open to enjoying a story without judgment. We recapture the whimsical joy we experienced as kids while watching animations like the Road Runner or Bugs Bunny. Animation has a way of lowering these barriers.

What's truly remarkable about animation, in many cases (though not all), is its limitless potential. It allows you to create virtually anything you can imagine. For instance, if you needed to film a scene featuring a view from the top of a building with a zoom through a city, in the past, you'd have to go through the complex process of securing permits, insurance, helicopters, and cameras, incurring costs that could easily reach hundreds of thousands of dollars. In contrast, with animation, you can bring such scenes to life at a fraction of the cost. This offers new, more efficient ways of storytelling that are both creative and cost-effective.

M7: Conversion funnels are integral to marketing objectives. Can you share some best practices for designing effective conversion funnels that guide potential customers through the buying journey?
MR:
Absolutely. I employ an acronym that I refer to as 'Epic,' which is about the Epic Story Structure. 'EPIC' illustrates a process, where 'E' stands for empathy, 'P' is pointing out a problem, 'I' highlights the impact of a solution, and 'C' signifies the call to action. So, when you're focused on creating a marketing funnel, your goal is to guide people through it quickly and with enthusiasm. Several significant shifts have taken place. Firstly, customers are no longer as inclined to engage with live customer service representatives or salespeople as they were 10 to 20 years ago. The conventional practice of picking up the phone to seek assistance has dwindled. People today lack the time and inclination for such interactions. Simultaneously, buyers now expect a higher degree of personalization and greater value. These expectations seem contradictory. To cater to both needs, you must provide them with valuable information.

To create value for individuals who are browsing your website and exploring as potential prospects, it's essential to address the fact that they may not be aware of the problem they have or the potential improvements they can make in their lives or work. You need to approach this with empathy. The key is to determine the very next step you want people to take. Most CEOs I've spoken with emphasize the need to lay out a clear path, a kind of breadcrumb trail, within the funnel. The first step might involve capturing their email address, while subsequent steps could include encouraging them to open the next email. This Epic Story Structure is applied at each stage of the funnel. For instance, when visitors arrive at a landing page, they might sign up for something valuable, such as exclusive access to free resources or software trials. This, in turn, moves them along the journey, securing incremental commitments and building trust and value over time, ultimately leading to conversions. To optimize your sales funnel, it's essential to segment it by problems or products, aligning it with the Epic Story Structure. This structured approach can be found in my book and in my LinkedIn posts for various customer types. It's how you guide people through the process.

M7: How do you approach the creation of corporate videos to ensure they resonate with the target audience and align with a company's mission?
MR:
When working with a company, every piece of content, whether it's intended for public or private release within their organization, must adhere to specific essential criteria.

One crucial factor is understanding the target audience. It's not a broad, global audience; there's a very specific segment that we're tailoring our messages to. To effectively communicate, we need to comprehend the ideal customer profile, understand the audience, and be well-versed in their challenges and pain points, as I mentioned earlier. We then construct stories aimed at addressing these issues. Additionally, we must consider the brand's identity, including their brand guidelines and their unique voice. Some companies are more flexible and can take risks, while others, especially in the biotech sector, operate under strict regulations, as government entities monitor their communications. Therefore, the brand's voice is a critical consideration as we craft stories and messages for their intended audiences.

If, for instance, we're discussing big data, the wealth of available information grows in proportion to the size of the company.

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Effective content syndication is one of the fundamental strategies for achieving growth and establishing true leadership. 

M7: Effective advertising often hinges on understanding consumer behavior. How does your team leverage behavioral insights to craft advertising campaigns that resonate with target audiences and drive desired actions?
MR:
Utilizing data to its fullest extent is exceptionally valuable. The more data you have, the better your ability to make informed decisions, refine your messaging, and effectively target your audience. Additionally, data-driven strategies enable you to create, or at least effectively showcase, your products to boost sales. Therefore, using data and analytics to shape your messaging, stories, and advertisements isn't just important – it's absolutely necessary. Without this approach, you risk wasting a significant amount of time and money.

On the flip side, some companies, especially smaller or newly established ones, may not have accumulated their own dataset. However, data is readily available for similar companies, and accessing this information is an option.

M7: As someone deeply involved in content creation, do you think effective content syndication can enhance brand awareness? How do you think companies can strategize content syndication efforts to become leaders in their space?
MR:
One of the primary methods for companies to achieve growth and establish leadership in their respective industries is through content syndication. Expecting customers to visit a single platform where all your content resides is a significant demand. The reality is that people consume content at various places. Some prefer specific social media networks, while others frequent blog sites or search for news on different platforms. To become a successful and growing brand, it's essential to understand where your target audience spends their time. You need to ensure your content is available in those places, creating multiple pathways that lead back to your core content. In my view, effective content syndication is one of the fundamental strategies for achieving growth and establishing true leadership in your industry.

M7: In a world where attention spans are limited, what approaches do you think are effective towards tailoring any kind of content?
MR:
Tailoring content is crucial in today's landscape, given that attention spans are currently at their shortest in history. In fact, a goldfish now boasts a longer attention span than the average person in the industrialized world. Therefore, it's of utmost importance to get straight to the point and do so swiftly. The initial eight seconds of a video, the headline, and the hook lines of your articles and ads have never been more critical to capturing people's attention.

To maintain engagement, you must repeat this cycle. Every 10 seconds in your video or content, and in each paragraph, you should provide something that piques curiosity and prompts questions like, "What happens next? What will I learn? How does this benefit me?" It's remarkable just how brief our attention spans have become, and we experience this firsthand as we navigate through the vast expanse of the internet. When it comes to our own emails, we tend to scan and delete, aiming to distill them to the most essential elements, or else we'd be overwhelmed. This is precisely why tailoring content for maximum impact is critical.

M7: Finally, as someone who has guided Rip Media Group to its current position, what legacy would you like to leave for the company and the industry as a whole in the realm of animation, marketing, and video production?
MR:
I consider myself an excellent storyteller, and my mission is to assist people in selling more effectively. This, in turn, benefits both individuals and the companies they represent. Our focus is on helping these companies improve their sales by telling more compelling stories. The outcome of this endeavor is increased income for the individuals, leading to better lives for their families. This encompasses enhanced financial security, improved life structure, and better educational opportunities for their children. In the society we inhabit, income is essential for survival. Thus, being able to contribute to a company's success is tremendously gratifying.

On the other side of this equation, there's the satisfaction of enabling the people who work with us to pursue their passions and help companies thrive by doing what they love. This, to me, is a remarkable and fulfilling aspect of our work.

ABOUT RIP MEDIA GROUP

Rip Media Group is a renowned video production and marketing company that has consistently delivered outstanding results for its clients. With a strong commitment to helping businesses grow, they have established themselves as a leader in the industry. As a testament to their excellence, RIP Media Group has earned the coveted title of being the finest animation company in America, a recognition that speaks volumes about their expertise and quality of work. To know more please visit: https://ripmediagroup.info/.

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The YES Network and MSG Networks Form Gotham Advanced Media and Entertainment (GAME), a New Technology

PR Newswire | January 05, 2024

The YES Network ("YES") and MSG Networks ("MSGN") today announced that they have formed Gotham Advanced Media and Entertainment ("GAME"), a new 50/50 joint venture to capitalize on technical and operational synergies associated with YES' and MSGN's streaming services. GAME will also offer turn-key digital content distribution services, including platform technology, operational support and comprehensive data analytics to third parties, utilizing the combined technical and operational expertise each company has garnered from the respective successful launch and operation of the YES App and MSG+. "As we continue to capitalize on the momentum created by YES' award-winning digital offerings, we look forward to collaborating with MSG Networks to further elevate the fan experience," said Jon Litner, CEO of the YES Network. "With the launch of GAME, we are excited to develop new product offerings, and premium features and functionality, to serve audiences like never before, while also providing a scalable tech solution for third-party content owners seeking to deliver state-of-the-art streaming experiences to their customers." Andrea Greenberg, President and Chief Executive Officer of MSG Networks, said: "This joint venture with YES will combine the streaming expertise of two of the largest regional sports networks in the country. With the formation of GAME, we seek to marry our collective insight, expertise and best-in-class technology not only to explore enhancements to our own products, but also to offer other networks, teams and sports properties an efficient way to launch a state-of-the-art streaming service. We are excited to partner with YES to create solutions for third-party content providers looking for a seamless way to reach new audiences." GAME expects that its potential clients would benefit from a broad range of world-class streaming services, all of which would be be run centrally by an expert staff experienced in live sports streaming. Streaming products will be customizeable and capable of delivering locally branded customer experiences, each catering to a client's particular needs. More information on GAME is available at {GothamAdvanced.com). To contact GAME directly please email {info@GothamAdvanced.com.} About YES Network The YES Network, the most-watched regional sports network in the country, owns the exclusive regional media rights of the 27-time World Champion New York Yankees, the Brooklyn Nets and the New York Liberty. YES, which has earned 146 Emmy Awards since its 2002 launch, also televises original biography, interview and magazine programs, college sports and Manchester City and AC Milan soccer. YES made the list of Forbes' top 10 most valuable sports business brands in the world for nine straight years. YES launched the YES App in March 2021 for authenticated users in its regional coverage territory, and it quickly became the #1 free sports app in the Apple App Store. Direct-to-consumer access to the YES Network has been available through the YES App since March 2023. In addition to providing fans with a live stream of the YES Network, the YES App features customizable push notifications, personalized content, game highlights, and app-exclusive original sports and lifestyle programming. It has won two New York Emmy Awards in its first two years of eligibility. About MSG Networks MSG Networks, a pioneer in sports media, owns and operates two award-winning regional sports and entertainment networks (MSG and MSG Sportsnet) and MSG+, a direct-to-consumer and authenticated streaming service, that serve the nation's number one media market, the New York DMA, as well as other portions of New York, New Jersey, Connecticut and Pennsylvania. The networks feature a wide range of compelling sports content, including exclusive live local games and other programming of the New York Knicks, New York Rangers, New York Islanders, New Jersey Devils and Buffalo Sabres, as well as significant coverage of the New York Giants and Buffalo Bills. This content, in addition to a diverse array of other sporting events and critically acclaimed original programming, has established MSG Networks as the gold standard in regional sports. MSG Networks is part of the Sphere Entertainment Co. (NYSE: SPHR). MSG+ launched in June 2023, and was the first Regional Sports Network to offer single game purchases. MSG+ offers fans access to all MSG-produced programming included on the networks in their area on a monthly or annual basis as well, and is available at no additional charge to subscribers of participating pay television providers of MSG Networks.

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Solutions

Sphere studios and stmicroelectronics reveal new details on the world's largest cinema image sensor

PR Newswire | January 12, 2024

Sphere Entertainment Co. revealed new details on its work with STMicroelectronics a global semiconductor leader serving customers across the spectrum of electronics applications, to create the world's largest image sensor for Sphere's Big Sky camera system. Big Sky is the groundbreaking, ultra-high-resolution camera system being used to capture content for Sphere, the next-generation entertainment medium in Las Vegas. Inside the venue, Sphere features the world's largest, high-resolution LED screen which wraps up, over, and around the audience to create a fully immersive visual environment. To capture content for this 160,000 sq. ft., 16K x 16K display, the Big Sky camera system was designed by the team at Sphere Studios – the in-house content studio developing original live entertainment experiences for Sphere. Working with Sphere Studios, ST manufactured a first-of-its-kind, 18K sensor capable of capturing images at the scale and fidelity necessary for Sphere's display. Big Sky's sensor – now the world's largest cinema camera sensor in commercial use – works with the world's sharpest cinematic lenses to capture detailed, large-format images in a way never before possible. "Big Sky significantly advances cinematic camera technology, with each element representing a leap in design and manufacturing innovation," said Deanan DaSilva, lead architect of Big Sky at Sphere Studios. "The sensor on any camera is critical to image quality, but given the size and resolution of Sphere's display, Big Sky's sensor had to go beyond any existing capability. ST, working closely with Sphere Studios, leveraged their extensive expertise to manufacture a groundbreaking sensor that not only expands the possibilities for immersive content at Sphere, but also across the entertainment industry." "ST has been on the cutting edge of imaging technology, IP, and tools to create unique solutions with advanced features and performance for almost 25 years," said Alexandre Balmefrezol, Executive Vice President and Imaging Sub-Group General Manager, STMicroelectronics. "Building a custom sensor of this size, resolution, and speed, with low noise, high dynamic range, and seemingly impossible yield requirements, presented a truly novel challenge for ST – one that we successfully met from the very first wafer out of our 12" (300mm) wafer fab in Crolles, France." As a leader in the development and manufacturing of image sensors, ST's imaging technologies and foundry services cater to a wide range of markets, including professional photography and cinematography. Big Sky's 316-megapixel sensor is almost 7x larger and 40x higher resolution than the full-frame sensors found in high-end commercial cameras. The die, which measures 9.92cm x 8.31cm (82.4 cm2), is twice as large as a wallet-sized photograph, and only four full die fit on a 300mm wafer. The system is also capable of capturing images at 120 fps and transferring data at 60 gigabytes per second. Big Sky also allows filmmakers to capture large-format images from a single camera without having to stitch content together from multiple cameras – avoiding issues common to stitching including near distance limitations and seams between images. Ten patents and counting have been filed by Sphere Studios in association with Big Sky's technology. Darren Aronofsky's Postcard from Earth, currently showing at Sphere as part of The Sphere Experience, is the first cinematic production to utilize Big Sky. Since its debut, Postcard from Earth has transported audiences, taking them on a journey spanning all seven continents, and featuring stunning visuals captured with Big Sky that make them feel like they have traveled to new worlds without leaving their seats in Las Vegas. More information about The Sphere Experience is available at thesphere.com. For visual assets, please click here. About Sphere Entertainment Co. Sphere Entertainment Co. (NYSE: SPHR) is a premier live entertainment and media company. The Company includes Sphere, a next-generation entertainment medium powered by cutting-edge technologies to redefine the future of entertainment. The first Sphere venue opened in Las Vegas in September 2023. In addition, the Company includes MSG Networks, which operates two regional sports and entertainment networks, MSG Network and MSG Sportsnet, as well as a direct-to-consumer and authenticated streaming product, MSG+, delivering a wide range of live sports content and other programming. More information is available at sphereentertainmentco.com. About STMicroelectronics: At ST, we are over 50,000 creators and makers of semiconductor technologies mastering the semiconductor supply chain with state-of-the-art manufacturing facilities. An integrated device manufacturer, we work with more than 200,000 customers and thousands of partners to design and build products, solutions, and ecosystems that address their challenges and opportunities, and the need to support a more sustainable world. Our technologies enable smarter mobility, more efficient power and energy management, and the wide-scale deployment of cloud-connected autonomous things. We are committed to achieving our goal to become carbon neutral on scope 1 and 2 and partially scope 3 by 2027.

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Applications

CORSAIR Launches K70 CORE, The New Standard for Mainstream Gaming Keyboards

Business Wire | October 25, 2023

CORSAIR, a world leader in high-performance gear for gamers and content creators, today announced the launch of a new keyboard that delivers premium play for every gamer: the K70 CORE. Debuting with CORSAIR MLX Red linear mechanical switches, the K70 CORE offers a refined playing and typing experience in a full-size profile. Whether you’re a casual player or an aspiring esports pro, your ambition starts with K70 CORE. K70 CORE introduces CORSAIR MLX Red linear switches, an ultra-responsive mechanical switch that offers smooth, satisfying keypresses ideally suited for keyboard enthusiasts and gamers. Factory pre-lubrication ensures that each keystroke exhibits silky-smooth travel, and switches are tightly constructed to reduce stem wobble. Along with CORSAIR OPX optical and MGX magnetic switches, CORSAIR Reds round out the lineup of original CORSAIR mechanical switches that give discerning players a trio of fantastic options. Surrounding the switches are two layers of premium sound dampening foam, eliminating annoying pings and clacks that take you out of the game. Instead, you’ll enjoy softened acoustics that make gaming sound as good as it feels. The K70 CORE makes it easy to personalize your play. More than just a volume knob, the keyboard’s multi-function rotary dial can adjust RGB brightness, scroll through webpages, and zoom. Next to the dial is a programmable button for controlling media with ease. CORSAIR iCUE software unlocks the keyboard’s full power, granting you the ability to customize per-key RGB backlighting, program macros, remap keys, and more. Beyond superior sound and feel, the K70 CORE delivers on high-caliber durability and design. CORSAIR Red switches reside in a robust aluminum top plate and topped by resilient double-shot keycaps. This bolstered construction provides you peace of mind to play freely, knowing your keyboard won’t quit. With such tremendous performance at a tidy price, the K70 CORE line empowers gamers to ambitiously play, win, and have fun. Availability, Warranty, and Pricing The CORSAIR K70 CORE gaming keyboard is available immediately from the CORSAIR webstore and the CORSAIR worldwide network of authorized online retailers and distributors. The CORSAIR K70 CORE gaming keyboard is backed by a two-year warranty, alongside the CORSAIR worldwide customer service and technical support network. For up-to-date pricing of the CORSAIR K70 CORE gaming keyboard, please refer to the CORSAIR website or contact your local CORSAIR sales or PR representative.

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