Market like a media company. B2B marketers keep discussing this concept, though most don't know where to begin. ProfitWell has executed this approach better than most B2B organizations.
Patrick Campbell, CEO of ProfitWell, discusses their strategic pivot away from inbound marketing toward a media company model. He shares lessons learned during this transformation and provides a practical framework for B2B companies looking to create compelling, engaging content that audiences want to consume repeatedly.
The Media Company Mindset
Traditional inbound marketing focuses on creating content to capture leads. The media company approach flips this model: create content so valuable and engaging that audiences seek it out and return for more, building trust and brand affinity that naturally drives demand.
Lessons from ProfitWell's Transformation
ProfitWell's shift wasn't overnight. It required rethinking how the organization viewed content, investing in production quality, and treating their audience like subscribers rather than leads. The result was deeper engagement and more authentic relationships with potential customers.