Media is the new way to promote offers. What used to be done via webinars, emails, ebooks, pdfs is now done through a culmination of episodic, high-value, content pieces.
It's not just one piece of content its many pieces of content spread across different mediums where the intended audiences reside. Some people listen to podcasts, some people read email newsletters, some watch YouTube, and others like TikTok or reading blogs.
The key is to be on all of these platforms, generating an audience on each and pushing them into an offer -> most likely a free product (still high quality ). In the sense of SaaS, it would be a free version (freemium) of the product. IE: Profitwell does this well. This podcast episode explains they view it: https://open.spotify.com/episode/6u5vCfttZNEKjrmm9dCIgi?si=cb5996038f494e0c
According to Profitwell, it cost a little under 10k to produce a “season”.
Each season lasts 3 months (12 episodes per season) so 40k per year producing content.
So how would we do this in a manner that is affordable for business?
Start with one medium and remix that content to other mediums.
For example, My First Million podcasts shoot their podcast but make sure to film it so that it can go on YouTube. From the YouTube video, clips are taken out and shared to TikTok, Instagram reels, and YouTube shorts.
Short form mediums like Instagram Reels, TikTok, and YouTube shorts act as the trailers pushing audiences to the longer formats on YouTube and Podcast
My first million (Doesn't do this but their fans do )takes the transcripts of the podcasts and turns them into a written format for newsletters and blog posts.
Take the snippets from the blog posts/newsletter and turn them into Twitter threads and LinkedIn Threads.
One piece of content turns into content for 7-8 different mediums keeping the distribution growth loop intact.
The order in which this is done doesn't matter - it’s probably easiest to start with video but not necessary.
As long as MFM keeps creating high-quality content the growth will be non-stop as each medium has a different type of person who consumes the content on the specific medium.
Profitwell started with a podcast and eventually branched out into bigger, more produced, and polished, episodes. But the content quality level never dropped. People felt the quality of the content was amazing, therefore, they knew by signing up to Profitwell that the experience would be the same.
Profitwell made sure that when people eventually signed up, their free plan would be better than any of their competitor's paid plans aligning their ethos of high-quality wins.
Media arms make distribution easier, conversions easier, and customer success and delight easier.
As an added bonus if a business owns the distribution network it makes the business x more valuable.
Audience + Product = exit liquidity in the multi-millions.
Profitwell (Content + SaaS) sold for 200M
The Hustle (Newsletter + Subscription) sold for tens of millions.
But companies struggle with understanding how they can start a media arm.
My assumption (and this can be validated at a later time through customer interviews), is that companies/people don't know what to say that would make an audience reflect, feel emotion, and listen to a new perspective (which is what your business/startup/saas should be doing)
What makes you different, unique, and valuable are all the things you should talk about. For Profitwell it was subscriptions for SaaS, for Hustle it was business news and trends. What is something that you can talk about, from a fresh perspective, in very high-quality content pieces that can allow an audience to trust you?
That's what this agency will do. It will help B2B businesses create a media arm that produces high-quality episodic content across multiple mediums to grow an audience allowing them to distribute their product without having to rely on paid acquisition.
