In this episode of the Recorded Content podcast, host Justin Brown discusses the rising trend of B2B SaaS companies aspiring to become media companies. He explores the reasons behind this trend and how these companies can operate as media entities.
Justin emphasizes the importance of content creation for small SaaS businesses, especially those without a large cash infusion. He explains that becoming a media company extends beyond just creating a blog; it encompasses community strategy, social strategy, content creation strategy, and other efforts to promote the brand.
The episode features insights from industry experts like Melissa Rosenthal, the Chief Creative Officer at ClickUp, John Bonini, the Marketing Director at Databox, and Chris Walker, the CEO of Refine Labs. They discuss the balance in shaping a company as a media company, how content strategy changes as operations grow, and the importance of finding one path to your customers’ hearts.
Justin concludes by advising companies to determine what works for their organization and execute it consistently over long periods. He also stresses the need to understand how and where the audience consumes content.