How to Start a Media Company: Key Steps to Improving Results

Lucas Pinckard
March 21, 2024
How to Start a Media Company: Key Steps to Improving Results

As a B2B marketer, you must focus your energy on creating content if you want to run with the big dogs.
Even if your budget doesn't begin to compare with the megacorps, that doesn't change the fact that you're both competing for the same market share. In this crowded space, content creation will give you an edge.
Spending your best energy on developing a media-minded, content-focused business will be your ace in the hole. Starting a media company can turn your small business into a thriving media empire with this simple process.

What is a Media Company?

You may be asking us, “how do you expect me to start a media company if I don’t even know what that is?” We have got you covered. A media company, also referred to as a media brand, is a brand separate from your corporate company, that produces engaging content your target audience actually wants.

Creating a media brand allows you to break free of stale corporate messaging and speak about topics your potential buyers are interested in, even though they may not be directly related to your exact offering. 
Since only 3% of your target audience is ready to buy at any given time, bombarding them with thinly-veiled sales pitch content just doesn’t work anymore. Instead, you need to become the 97%’s new favorite content creator, so when they are in-market, your corporate brand is top-of-mind. 

The Stats

We get it. You don’t want to waste your time on another growth scheme. We certainly don't want you to either.
But the content creation data is hard to argue with. Check out these stats on media-driven businesses

The only person you'll hurt by ignoring these stats is yourself and your business, because here's the real kicker…

How it Works

The lead conversion stats on your website can be discouraging. You're tired of working hard for minimal results. We don't blame you. That's why you have to rewire your brain and redirect your energy to creating content. It is, bar none, the most powerful tool in your toolbox.
The process is pretty simple. You generate engaging podcasts and keyword-optimized content that attracts people to your website. Those visitors become new leads for your business when they join your email list.
Next thing you know, you have a faithful following who regularly read, like, and promote your podcast and blog across the internet and social media channels.
This content promotion, through the magic of keyword optimization and strategic link building, increases your rankings on Google, which leads to more inbound traffic on your website. More traffic means more exposure and pretty soon you will have grown your target audience and turned them into fans of your media brand, who are now way more likely to buy from your corporate brand. 

Getting in the Game

There is no one that knows your business better than you. You are the secret to your business' success. This is the perfect opportunity to put your expertise out there and prove yourself as the expert in the marketplace.
Gary Vaynerchuk, world-renowned media expert and host of the #AskGaryVee podcast, has seen firsthand how a shift in focus toward content marketing can turn the tide for a small business. Gary took his family’s $3M wine business and turned it into a $60M powerhouse in just five years. By utilizing content creation, this could be a reality for your business too.
It’s going to take time and commitment to shift your focus from traditional to content marketing and get the results you’re looking for. Turning your business into a media company isn’t going to happen overnight, but it is the smartest way to grow your business.

Where to Start

Becoming a media company will look different for everyone. You'll need to define the process and find the tools that work best for you.
Buzzfeed, for instance, puts out insane volumes of content throughout the day on a variety of topics, both serious and satirical. Seth Godin, on the other hand, only publishes one piece per day.
Depending on your business model and market, your strategy for content creation will vary. Create flexible structures that can be adjusted as you learn more about what your growing audience loves and finds valuable. The more strategically targeted your content, the more likely it is to be shared and promoted. And that's what it's all about.
It's important to take the time to survey the available tools and leverage the platforms that are right for the audience you're trying to reach. Not all content creation and publishing tools are created equal. Don't worry, though; the Sweet Fish Media blog is chock-full of stellar content building resources to help you out of the nest.
You’ve worked hard to get here. Becoming a media-focused company is your next step in achieving the goals you set out for when you started this thing.

3 Steps to Launching Your Media Brand

Starting a media company can feel like a very daunting task. You already have so much on your plate and you feel like this may be too much to take on right now. Focus on these essential steps and you will be on your way to a successful media brand (and skyrocket your demand gen) in no time. 

1. Audience Research

Performing audience research is needed to understand what sort of brand messaging will resonate with your audience, and to understand what platforms you should be present on to make the largest impact.

  • Identify Your Target Audience: Start by defining who your audience is. Consider demographics (age, gender, location), psychographics (interests, values, habits), and their needs. Use tools like Sparktoro to gather data.
  • Understand Their Preferences: Learn what content your audience prefers, the format they enjoy (videos, podcasts, articles), and the platforms they frequent (Instagram, YouTube, LinkedIn). This can be done through surveys, social media listening, and analyzing popular content within your niche.
  • Analyze Competitors: Look at what similar brands are doing. Identify gaps in their content strategy that you can fill. Pay attention to their engagement, the type of content that works for them, and the platforms they're successful on.
  • Choose Distribution Platforms: Based on your audience research, select the platforms where your target audience is most active and engaged. Prioritize those platforms for content distribution.

2. Set KPIs

Setting KPIs in a new initiative such as starting a media company, will lay the foundation for success and monitoring performance. 

  • Define Clear Objectives: Establish what you want to achieve with your media brand, such as increasing brand awareness, driving website traffic, or boosting engagement. Your KPIs should align with these objectives.
  • Select Relevant KPIs: Choose KPIs relevant to each platform. For a podcast, it could be the number of downloads, for social media, it might be engagement rate or follower growth, and for a blog, it could be page views or time spent on page.
  • Monitor and Adjust: Regularly review your KPIs to assess your brand’s performance. Use tools like Google Analytics, social platform analytics, and podcast analytics to track progress. Be ready to adjust your strategy based on these insights to improve performance.

3. Create Content

Now for the fun part! Creating content will drive the most impact but also be an ongoing initiative. For the lowest lift and highest impact, we recommend a content-splintering approach.

  • Content Strategy Development: Develop a content strategy that aligns with your audience's interests and preferences. Plan your topics, content types, and posting schedule.
  • High-Quality Content Production: Focus on producing high-quality, valuable content for your audience. Whether it's a podcast, video, or article, ensure it’s informative, engaging, and professionally presented.
  • Content Splintering: Utilize content splintering to maximize the reach and efficiency of your content production. Start with a primary content format, such as a podcast, and repurpose it into different formats:some text
    • Podcasts can be transcribed into blog posts or extracted for insightful quotes.
    • Videos can be created from podcast episodes or highlights for platforms like YouTube or TikTok.
    • Newsletters can summarize key points from your podcast, offering additional insights or related content.
    • Social media posts can be derived from any part of the podcast, whether it's sharing key takeaways, behind-the-scenes moments, or engaging questions to spark discussions.
  • Omnichannel Distribution: Distribute your content across all selected platforms to ensure wide reach and engagement. Tailor the content to fit the format and audience of each platform. Use scheduling tools to maintain consistency in your posting.
  • Engagement and Community Building: Actively engage with your audience through comments, social media, and possibly a dedicated community platform. This builds loyalty and encourages more interaction with your content.

Making Your Media Work for You

Your business is your baby, and you know it better than anyone else out there.
The harsh truth of life is that we all only have 24 hours in a day. You have clients to woo, teams to lead, bills to pay, and, despite your best efforts to avoid it altogether, you need to sleep. But, unlike you, your web presence never needs to take time off. Let your online content do the work for you while you take your well-deserved break.
While you are masterfully handling the day-to-day operations, that clever article you posted earlier in the week is driving traffic straight to you behind the scenes.
Building a separate media company and changing your focus from traditional to content marketing is one of the best ways to grow your business and reach your goals. We want to make sure that you have everything you need to be successful.

We Build Media Brands for B2B Companies

Specializing in white-glove media brand creation, Sweet Fish offers a comprehensive suite of services tailored for busy B2B marketing teams. From the initial stages of brand development to the intricacies of podcast production, newsletter distribution, and social media management, our expertise covers every angle to ensure your message not only reaches but resonates with your target audience. 

With Sweet Fish Media, you're not just getting an agency; you're gaining a partner dedicated to amplifying your top-of-funnel awareness and setting your brand apart in the crowded digital space. Learn more about our media brand services!