If "becoming a media company" feels like a vague buzzphrase inside your organisation, this episode gives you the real definition. In this solo episode of Pipe Dream, host Jason Bradwell breaks down what it actually means for B2B companies to adopt a media-first mindset and why it's not about chasing views or trying to be BuzzFeed.

Jason's core point is clear: becoming a media company means setting yourself up to be a consistent source of trust for the right prospects, through regular cadence and a strong point of view. It's not about impressions or virality, it's about achieving resonance with your prospective customers. And if you don't move toward a media-first mindset, you'll stay stuck in campaign mode, keep starting from zero with cold outreach, paid ads, and SEO, and get increasingly commoditised.

The resistance to this shift often comes from short-term thinking. Marketing teams want to see leads now, conversion yesterday. Building trust takes time, and when leadership can't draw an explicit line from content to revenue in the short term, these initiatives start to feel like distractions, especially in volatile economic environments.

But companies that don't make this transition will face three fundamental problems. One: they'll be stuck in campaign mode forever. Two: they'll always be starting from zero; cold outreach, paid ads, SEO, all starting from scratch every time. Three: they'll be totally commoditised. Everything they do from a marketing standpoint can and will be replicated by competitors if it isn't already.

So how do you navigate the shift into a media-first mindset? Jason offers three critical moves. First, stop thinking about campaigns and start thinking about systems. Build a workflow across your content production that allows you to consistently demonstrate a strong point of view without burning out your team. Second, stop renting attention on borrowed platforms and start focusing on the platforms that allow you to own that attention: your podcast, your newsletter, your website. Third, move away from a content calendar and move into an editorial strategy. This isn't about getting 100,000 people on your website tomorrow, it's about getting the 100 right people today.

When B2B companies make this shift, several things start to happen. Outbound gets easier because people start recognising you when you land in their inbox. Sales cycles get shorter because people already trust you across the entire buying committee. Deals get less fragile because you've already demonstrated your value from the start of their buying journey. Inbound starts to balance outbound, content drives actual pipeline, and sales begin to use your marketing assets as intended.

If you're ready to stop chasing impressions and start building consistent trust, this episode is your practical roadmap for making the media-first shift without burning out your team.

Chapter Markers

00:00 - Introduction: What does becoming a media company actually mean?

01:00 - Defining a media company in B2B context

02:00 - Why B2B companies resist the media-first mindset

03:00 - The attribution gap and short-term thinking

04:00 - Three problems companies face without the shift

05:00 - How to navigate into a media-first mindset

06:00 - Editorial strategy over content calendars

07:00 - What happens when B2B companies make the shift

08:00 - How to get started with B2B Better

Useful Links

Connect with Jason Bradwell on LinkedIn

Check out the Pipe Dream Podcast on Podbean listing

Learn about Owned media and Editorial mindset for B2B marketing

Explore B2B Better website and the Pipe Dream podcast