Fernando Labastida

Writer. Speaker. Author. Content Marketer. Bi-lingual copywriter. Cross-border marketing specialist.

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Fernando Labastida
Jello Biafra

Become the Media

In 2000, punk frontman Jello Biafra said “Become the Media.” Today that’s truer than ever. From HubSpot’s acquisition of The Hustle to the creation of Red Bull Media House as the independent media arm of Red Bull energy drink, the most successful companies are becoming media companies in their own right.

Own your audience

I am a passionate believer in the “media as marketing” approach to content and marketing. In the media-as-marketing approach, you become the media company your audience needs. You deliver daily utility value to a defined niche so that they come to depend on your content in their everyday lives.

Essentially, a built-in audience that you own instead of renting.

About me

I’ve helped companies in the U.S. and Latin America, through consulting engagements, my own content and as a marketing executive, to implement a content-oriented approach to add value to their company above and beyond what they “do” to make money.

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