Introduction

Most SaaS marketers say “be a media company,” but no one explains what that means. This guide finally breaks it all down step by step.

What's the problem it solves?

Many SaaS companies want to act like media brands, but they don’t know how. They create scattered content with no clear plan or system. This guide solves that by giving a complete roadmap to build a real media engine-from idea to platform.

Quick Summary

The article explains how B2B SaaS companies can stop acting like random content machines and start behaving like media brands. Instead of one-off blog posts or videos, companies should turn all their content into named series, group them by purpose (education, entertainment, strategy), and host them on a Netflix-like hub on their website. This allows audiences to find and binge content easily, while marketers gain better control over how the brand shows up.

It also dives into creating content for different layers of a company: executives (top-down), managers (middle-out), and users (bottom-up). By mixing content types-videos, podcasts, written posts-and building them around creative ideas, you can teach and entertain at the same time. The piece gives over 18 steps, from structuring your platform and building shows to bringing in influencers, tracking performance, and even growing to the level where you could sell your media brand. The main idea: be organized, be creative, and treat content like real media.

Key Takeaways from the article

• Turn all your old content into themed series with names and episode structure.
• Build a Netflix-style page on your website to host all content, grouped by category.
• Give your media hub its own brand name, separate from your company’s main brand.
• Make different types of content: for leaders (big ideas), for managers (how-tos), and for users (fun and useful).
• Learn deeply about your product, your audience, and your goals before creating anything.
• Use creative concepts to tie your content to product value without being boring or salesy.
• Don’t just make one format-mix in skits, songs, serious videos, text, and even games.
• Have your team members host shows and later invite influencers to create their own series too.
• Share the content on social platforms, tease episodes, or run them as native posts.
• Use tools like HockeyStack to track views, viewer behavior, and tie content to real business impact.
• When your brand grows, consider adding more creators, hosting other brands’ shows, or even selling your platform.

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