⚙️ There is a huge shift happening in B2B companies from a lead generation mindset to a demand creation mindset.
B2B Marketing is changing, and companies are shifting from lead generation to "Audience Building".
These companies have adopted a media-first approach to content marketing, focusing on audio/video as their primary way of building content and driving top-of-the-funnel awareness.
5 to 10 years ago, getting the best organic reach was based on text and SEO.
But in today's B2B world that is not the case, thanks to a ton of short-form video and podcast distribution channels.
This big change is also helping marketing teams build a brand within the umbrella of the main brand, which they are calling a media brand.
This media brand is focused on driving engagement and building trust with the 95% of people who are not yet in the market so that when they are ready they know whom to reach out to.
Meanwhile, the main brand can be focused on closing deals with 3% to 5% of people who are ready to buy.
There are already a few great examples who are following this strategy, and are leading their categories:
+ The Flow (by HockeyStack) from HockeyStack (YC S23)
+ LavenderLand from Lavender 💜
+ nearbound.com from Reveal
I can assure you more and more companies will be following this exact strategy, and you will see more and more media content top-of-the-funnel.