Overcoming Challenges Getting a Media Operation Running

I know from first-hand experience that it can be challenging to get a media/content operation up and running within a B2B organization.

So, let’s address the potential obstacles you may face when trying to get started to ensure you don’t fail before you even launch. 

Lack of Time

This is a bullshit excuse! You find time to run all the other facets of your business (even if they are not considered core) — accounting and finance, HR, admin, etc.

It's not a lack of time, it's a lack of priority!

You’re missing out on significant tangible enterprise value (which I covered in the previous newsletter) by ignoring brand building through content and media. Depending on the size of your operation, we could be talking about hundreds of millions of dollars.

Change your mindset!

You find the time for everything else, find time for this! It needs to be ingrained into the fabric of your company.

Delegate, outsource, fund… do whatever you need to do. It’s that important to build digital leverage.

Even with limited resources, there are ways to get this done - let me explain how.

Lack of Resources

Several tools and cost-effective talent are available to help cash-strapped organizations such as startups.

You can also start small and scale accordingly.

Something as simple as having your leadership post their thoughts on different industry topics on LinkedIn can go a long way as long as it’s done consistently (it's all about putting in the reps).

Especially when you are just getting started, a dedicated team or budget to create content isn't required, but consistency is (you can't score if you're not on the field).

You needn’t worry about producing perfectly polished content.

Authentically share your thoughts in whatever manner you prefer.

You might already understand this but your team doesn't want to participate.

Let’s tackle that next.

Getting Your Team Involved

Your team either doesn’t understand the importance of content development or contests that they don’t have time for it outside of their core functions.

1. You need to educate your team, and I hope my content helps.

Not only is it good for the company, but it's also good for their career development and future opportunities.

2. You need to make them get involved with content development.

Put it in their OKRs, attach it to their performance reviews, make it a part of their bonus payout, hell, put it in every employee's contract.

Don’t offer it as a suggestion, make it a requirement.

Ingrain content into your culture!

This goes beyond having employees write articles or put together presentations.

Make documentation and knowledge sharing a part of your values. Even if most of the content you produce is never published publicly, doing this has immense value.

This takes us to the next topic.

Extracting Knowledge & Content

Likely, your organization has a lot of industry knowledge within its walls.

The problem is that much of this content gets siloed.

Used for one purpose and never thought of again.

It isn’t being shared through the greater part of your team.

This is a common communication issue (not just a content one).

Just like you must make content a part of your culture, you should make education and information sharing synonymous with your company.

This will go a long way in improving your overall organizational excellence, not just your content strategies.

Having a designated system or point of contact to gather and collect your information can be a big step in the right direction.

As I'll cover in a future newsletter, getting all the juice from your lemons by reusing and repurposing existing content is an important component of becoming a media machine.

Your Leadership and/or Board Doesn’t Find it Important

Let’s not mince words, this is a significant hurdle to overcome. Again, this is where education can help move the needle, and I hope what I am publishing can help and be a useful resource to share.

Brand building is a long game, but try pitching a small proof of concept that can achieve a quick win to prove the value of content.

For example, maybe it’s extracting a few nuggets from the latest developer review and turning them into release notes outlining new features for users of your product, which can be converted into upselling or renewal opportunities.

Honestly, depending on your position within the organization and your relationship with these people, you should question whether or not this is a good fit.

Gone are the days when we needed to sell the value of content continuously.

There are so many other companies and individuals and so much information that clearly shows the value of content and branding that you might be better suited to go elsewhere.

And that can be another way “to sell” your vision. Maybe a competitor or a company in an adjacent industry can provide the blueprint. FOMO is a powerful tool!

If you’re in the early stage of building a leadership team and looking for investors, work with people who fit with and understand your business philosophy.

Several investors and investment firms understand the value of brand-building through content and do a good job of this themselves.

I hope this is a useful guide to helping you get your media function churning!

If there’s anything I overlooked, I’d love to hear!