How to turn your marketing into a media company?
Everyone talks about turning their marketing into a media company, but no one knows how. I built the foundation of media-first approach to marketing at a SaaS startup selling enterprise software for a niche market segment.
In this post, I do a deep dive and share the framework that worked for us -
https://freshsalmon.substack.com/p/turn-your-marketing-into-a-media
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Sounds like businesses are investing and creating their own media, rather than trying to host webinars and virtual events. It's a good move, since no one wants to do another live zoom conference now that corona is over.
I've seen tech companies hiring a lot of ex-media folks and journalists, but I find the technology industry to still be a stifling place for creatives who are trying to push the industry forward. They treat content like an assembly line, and think putting more people on the problem can solve it. But the real problem they are facing is a quality crisis. Most SaaS businesses have a newsletter, youtube, twitter, and linkedin yet somehow most of their content is bland and boring. Rather than trying to hit every channel, they should instead focus on making 1 channel interesting, instead of diluting their resources on multiple ones.
Mostly correct. SaaS companies suck at building engaging content. This is why I believe companies who are able to find the right mix of entertaining and educational content will lead the market. I love to call is: Edutainment = Entertainment + Education.
However, I do not prescribe do 1 or do more channels, it is rather a question of how you could build a system of edutainment + distribution that works for each channel. Of course, ditch the channels where there is no traction.
Thanks for sharing your thoughts, much appreciated.
Transforming your marketing into a media company involves a shift in mindset and strategy. Here's a step-by-step guide to help you navigate the process:
Define your vision: Clearly articulate your vision for becoming a media company. Determine the purpose, goals, and target audience for your media content. Identify the unique value you aim to provide through your content.
Develop a content strategy: Create a comprehensive content strategy that aligns with your brand and objectives. Consider the types of content you want to produce, such as articles, videos, podcasts, infographics, or social media posts. Determine the frequency of content publication and establish an editorial calendar.
Build a content creation team: Assemble a team of skilled content creators who can produce high-quality media content. Depending on your budget and needs, this team could consist of writers, videographers, editors, graphic designers, or podcast hosts. Ensure they understand your brand voice and can consistently deliver engaging content.
Create a content distribution plan: Develop a distribution strategy to ensure your content reaches your target audience effectively. Leverage various channels such as your website, blog, social media platforms, email newsletters, and partnerships with other media outlets. Optimize your content for search engines to improve discoverability.
Cultivate a community: Encourage audience engagement and build a community around your media content. Respond to comments, initiate discussions, and foster conversations on your website and social media platforms. Consider hosting events, webinars, or live streams to connect directly with your audience and deepen their engagement.
Monetize your media content: Explore revenue streams to monetize your media company. This can include advertising partnerships, sponsored content, affiliate marketing, events, premium content subscriptions, merchandise sales, or even developing proprietary products/services aligned with your brand.
Measure and optimize: Implement analytics tools to track the performance of your media content. Monitor metrics like website traffic, engagement, social media reach, conversions, and revenue generated. Use this data to identify areas for improvement and refine your content strategy accordingly.
Iterate and adapt: As you evolve into a media company, be open to experimentation and adapt to changing trends and audience preferences. Stay informed about industry developments and continuously innovate your content offerings to stay ahead of the curve.
Remember, transforming your marketing into a media company requires time, effort, and consistency. By consistently delivering valuable and engaging content, you can establish yourself as a trusted source of information in your industry and build a loyal audience over time. In marketing, you have to play an important role in courier tracking services which shortens our work burden.
Love this. The brand affinity and partnership piece are what really helped our company. We were able to build something that people looked forward to. When customers in our space saw it, they even wanted to partner to create the content. That gave us a powerful podium through which we could grow.
The rundown:
Fundamentals to build media-first approach to marketing were pretty simple:
Thanks @Marco11. Very true. Once we start distributing media content on social platforms where our target customers were, they were more willing to engage with out content, and a lot of them actually being part of several of our talk shows and podcasts.
The funny thing was - we also started getting referrals for the people in their network who might a good fit for one of our media series. They would make introductions, and we will qualify them for the talk shows. Word-of-Mouth!
Also, thanks for posting the rundown from the post here. Cheers!
Have you tried submitting this post as a link post? Noticed that IH is giving a bigger boost to these posts vs. regular text posts with a link.
I posted here, I don't think it is any different, right? https://www.indiehackers.com/post/how-to-turn-your-marketing-into-a-media-company-bb80b49120
I haven't tried it. To be honest, I am new here, trying to get a hang of it :)
Actually, let me try - thank you for suggesting.
To turn your marketing into a media company, you can follow these steps:
Define your niche: Determine the specific area of focus for your media company. It could be a particular industry, a target audience, or a specific type of content. Having a clear niche helps you tailor your marketing efforts and content to a specific market.
Develop a content strategy: Create a comprehensive content strategy that aligns with your niche and target audience. Determine the types of content you will produce, such as articles, videos, podcasts, or infographics. Define the topics you will cover and the tone and style of your content. Consider the platforms and channels where you will distribute your content.
Build a content team: As a media company, you'll need a team to create, manage, and distribute your content. Depending on your resources and budget, this team can include writers, editors, videographers, graphic designers, and social media managers. Hire or collaborate with individuals who possess the skills required for each content format.
Create high-quality content: Focus on creating valuable and engaging content that resonates with your target audience. Ensure that your content is well-researched, informative, and provides insights or solutions. Use storytelling techniques and visuals to make your content more compelling. Aim for consistency in publishing content to build an audience and establish credibility.
Leverage multiple channels: To reach a wider audience, distribute your content across various channels. Consider creating a website or blog as your central hub, where you can host your content and provide additional resources. Utilize social media platforms, email newsletters, podcast directories, and video-sharing platforms to extend your reach and engage with your audience.
Monetize your media company: Explore revenue streams to monetize your media company. This can include advertising, sponsored content, partnerships, affiliate marketing, events, subscriptions, or premium content offerings. Analyze your audience and industry to identify the most effective monetization strategies for your specific situation.
Build a community: Encourage interaction and engagement with your audience by creating opportunities for discussion and feedback. Respond to comments and messages promptly, and foster a sense of community through social media groups, forums, or live events. Engaged and loyal followers can become advocates for your media company, helping you expand your reach organically.
Good stuff!
The first step in turning your business into a media company is, of course, creating content. You must create content that provides value to your audience. Whether you craft content that educates, entertains or does a little bit of both, it must give people a reason to tune in.
One of the easiest ways for small businesses to create content is by starting a blog. If you provide readers with useful information, they'll visit your website on a regular basis to see what great advice you're offering up next.
Another great way to tell your story is to use video. People are visual creatures and video is maybe the most engaging form of content on the web. You don't need fancy equipment anymore. Anyone can produce quality videos with just a smartphone and a YouTube account. Make a behind-the-scenes video of your company or simply film yourself giving some solid great business tips. No matter the medium, creating content will allow people to truly connect with your brand, which will make it easier for you to turn them into customers.
https://couriertrackingfinder.com/macro-international-tracking/
Thanks Choong. I have actualized media-first methodology when we were 5 individuals promoting group, and presently 2 individuals promoting group. In both cases in-house.
https://trackcourier.pk/
Love this. The brand liking and association piece are what truly made a difference our company. We were able to construct something that individuals looked forward to. When clients in our space saw it, they indeed needed to accomplice to make the substance. That gave us a capable platform through which we seem develop.
https://playbadicecream.com/bad-ice-cream-3/
Good for you. Well done.
I watched as ProfitWell did this and I've been super impressed by how effective it is. But is it feasible for indie hackers? Who has time to build a product AND build a media company? Even if you just record yourself on Zoom, it still takes prep-time, editing, etc. At least it would for me — I'm not always an off-the-cuff type of person.
That's my only concern, though. This is a stellar approach if you've got a co-founder to help you out, or if you're indie hacking full-time.
Also, loved your point about how episodic content boosts brand affinity — I'll keep that in mind. Thanks!
Hi Toni. I see what you are saying. But if you think about it, a lot of creators in today's world are solopreneurs. And they are doing something similar with their content by focusing on building media empires on TikTok etc.
It is certainly doable, but you might have to think creatively about it. The example I give to folks is:
When you do customer calls - record them (Even better convert them into a series: Customer's Voice) and break those clips into small clips and publish on social for multiplier effect.
You don't want to be on the customer video, great - just cut out everything else. Here is a real world example for the startup - https://heretto.com/pricing/ (See the video at the bottom). This wasn't really a series per se, but we cut out phone calls to create a testimonial video. Just an example to get your creative juices going.
Hope it helps.
I also had the opportunity to discuss media-first approach to marketing on B2B podcast. Please feel free to have a listen if you would like to.
Episode 177- “How to Turn Your Marketing Team Into a Media Company” of the B2B Made Simple podcast.
Listen to our conversation here:
https://podcasts.apple.com/us/podcast/b2b-made-simple-a-b2b-marketing-podcast/id1461772424?i=1000543339562
https://open.spotify.com/episode/6IiMJOYtiZcxodkzRL9gmp?si=xjLmCu2ZS9ywf8ciBIQ-jg
Thanks, very interesting read. I like the media-first approaches you have listed out in the article. Curious to see how this framework can be fitted in smaller scale.
Eg.
IH business who lacks resources & time to execute like a full-blown business
Product with much smaller niche that don't have a big / active market.
Thanks Choong. I have implemented media-first strategy when we were 5 people marketing team, and now 2 people marketing team. In both cases in-house.
The secret is - when you are a small team, you need to build the content plan, but don't have to run 5 shows, rather focus on running just 1 podcast first, and how you could redistribute the content via email, Linkedin, Twitter, Instagram Reels, TikTok, etc.
Starting a podcast today is very very easy. You could literally record yourself on a Zoom Meeting, hire someone to make your podcast ready (for less than $80 I even get 8 social media clips), and then publish to platforms like Buzzsprout for distribution.
The point I am trying to make here is - this framework works for small businesses too, you just need to get your first media series out, and focus on distribution.
Hope it helps.
Any questions are welcome. Thanks.