The Entrepreneur’s Playbook: Mastering the Media-First Mindset

Joshua T Berglan
6 min readApr 30, 2024


Entrepreneurs in the digital age are faced with a rapidly evolving landscape, where traditional marketing strategies are no longer enough to capture the attention of consumers. In this new era, becoming a “media-first” organization is not just a choice, but a necessity for survival and growth. By harnessing the power of media, entrepreneurs can effectively communicate their brand’s message, establish thought leadership, and cultivate a loyal following.

Key Takeaways:

*Entrepreneurs must embrace a media-first mindset to remain relevant and competitive in today’s digital landscape.

*Producing high-quality, engaging content is essential for building brand awareness, establishing authority, and fostering meaningful connections with customers.

*Leveraging various media channels, such as podcasts, videos, blogs, and social media, allows entrepreneurs to reach a wider audience and create a consistent brand experience.

*Becoming a media-first organization requires a strategic approach, including content planning, consistent execution, and effective distribution across multiple platforms.

*Joshua T. Berglan’s book “Media Company in a Box: Independent Media in the 4th Industrial Revolution” offers valuable insights and practical strategies for entrepreneurs to transition into media-first organizations.


The Shift Towards Media-First Organizations

In the past, entrepreneurs could rely on traditional marketing tactics, such as print advertisements, billboards, and television commercials, to reach their target audience. However, the rise of digital media and the ever-increasing fragmentation of consumer attention have disrupted the traditional marketing landscape. Consumers now have access to an abundance of information and are bombarded with countless marketing messages daily, making it increasingly difficult for brands to stand out.

To overcome this challenge, entrepreneurs must adopt a media-first mindset, where they position their organizations as content creators and publishers, rather than solely relying on traditional advertising methods. By producing high-quality, engaging content that educates, entertains, and informs their target audience, entrepreneurs can establish themselves as thought leaders, build trust, and foster meaningful connections with their customers.

The Power of Content

Content is the cornerstone of a media-first organization. By creating valuable, relevant, and consistent content, entrepreneurs can attract and retain a clearly defined audience, ultimately driving profitable customer action. Whether it’s through blog posts, podcasts, videos, or social media updates, content allows entrepreneurs to showcase their expertise, share their brand’s story, and provide solutions to their customers’ problems.

Joshua T. Berglan, author of “Media Company in a Box: Independent Media in the 4th Industrial Revolution,” emphasizes the importance of content in the digital age. He states, “In the modern era, content is the currency that fuels successful businesses. It’s not just about selling products or services; it’s about creating value and building relationships with your audience.”

Establishing Thought Leadership

One of the key benefits of becoming a media-first organization is the ability to establish thought leadership within your industry. By consistently producing high-quality content that addresses the challenges and concerns of your target audience, you position yourself as an authority in your field. This not only builds trust and credibility with your customers but also sets you apart from competitors who are still relying on traditional marketing tactics.

Berglan suggests, “Thought leadership is about more than just sharing your expertise; it’s about challenging the status quo and offering innovative solutions to complex problems. By consistently producing insightful, forward-thinking content, you can shape the conversation within your industry and influence the way people think about your products or services.”

Leveraging Multiple Media Channels

To truly embrace a media-first mindset, entrepreneurs must leverage multiple media channels to reach their target audience effectively. Each channel offers unique opportunities and caters to different audience preferences, making it essential to have a well-rounded media strategy.


Podcasts have gained tremendous popularity in recent years, offering a convenient and engaging way for audiences to consume content on the go. By launching a podcast, entrepreneurs can share their expertise, interview industry leaders, and provide valuable insights to their listeners. According to a study by Edison Research and Triton Digital, podcast listenership has grown significantly, with over 62 million Americans tuning in to podcasts weekly (Winn, 2022).


Video content has become a powerful medium for engaging audiences and conveying complex ideas in an easily digestible format. From explainer videos and product demos to vlogs and interviews, video content allows entrepreneurs to showcase their personality, expertise, and behind-the-scenes insights. A study by Wyzowl found that 88% of marketers reported positive return on investment (ROI) from video marketing efforts (Wyzowl, 2022).


Blogs remain a staple in the content marketing landscape, providing a platform for entrepreneurs to share in-depth insights, industry news, and thought-provoking perspectives. By consistently publishing high-quality blog content, entrepreneurs can establish themselves as subject matter experts, drive organic traffic to their websites, and nurture leads through the sales funnel. According to a study by HubSpot, companies that blog consistently experience 13 times more year-over-year positive ROI (HubSpot, 2021).

Social Media

Social media platforms offer a unique opportunity for entrepreneurs to engage directly with their audience, share bite-sized content, and foster real-time conversations. By maintaining an active presence on relevant social media channels, entrepreneurs can increase brand awareness, build a loyal following, and leverage the power of social sharing to amplify their content’s reach.

Berglan emphasizes the importance of social media in the media-first strategy, stating, “Social media is not just a broadcasting platform; it’s a two-way communication channel that allows you to connect with your audience, gather valuable feedback, and build a community around your brand.”

The Media-First Mindset: A Strategic Approach

Transitioning to a media-first organization requires a strategic approach, encompassing content planning, consistent execution, and effective distribution across multiple platforms.

Content Planning

Effective content planning is essential to ensure that your media efforts align with your overall business goals and resonate with your target audience. This involves conducting thorough audience research, identifying pain points and interests, and developing a content calendar that covers a variety of topics and formats.

Berglan suggests, “Content planning is not a one-time exercise; it’s an ongoing process that should be regularly reviewed and adjusted based on audience feedback, industry trends, and performance metrics.”

Consistent Execution

Consistency is key when it comes to building a successful media-first organization. By maintaining a regular cadence of content production and distribution, entrepreneurs can establish themselves as reliable sources of information and foster a loyal following.

Berglan advises, “Consistency is not just about frequency; it’s about maintaining a high standard of quality across all your media channels. Inconsistent or low-quality content can undermine your credibility and damage your brand’s reputation.”

Effective Distribution

Creating great content is only half the battle; effective distribution is crucial to ensuring that your content reaches your target audience. This involves leveraging various distribution channels, such as email newsletters, social media platforms, and content syndication networks, as well as optimizing your content for search engines and encouraging social sharing.

Berglan emphasizes the importance of distribution, stating, “No matter how great your content is, it won’t have an impact if it doesn’t reach the right people. Effective distribution requires a multi-channel approach, leveraging both owned and third-party platforms to amplify your reach and maximize your content’s visibility.”

Measuring Success and Adapting

As with any strategic initiative, it’s essential to measure the success of your media-first efforts and adapt your approach based on data-driven insights. This involves tracking key performance indicators (KPIs) such as website traffic, engagement metrics, lead generation, and conversions, and using this data to refine your content strategy, optimize distribution channels, and identify areas for improvement.

Berglan suggests, “Measurement and adaptation are critical components of a successful media-first strategy. By continuously analyzing your performance data and adjusting your approach accordingly, you can ensure that your media efforts are delivering tangible business results and driving growth for your organization.”


In the rapidly evolving digital landscape, becoming a media-first organization is no longer an option; it’s a necessity for entrepreneurs seeking to remain relevant, build brand awareness, and cultivate a loyal following. By embracing a content-driven approach, leveraging multiple media channels, and adopting a strategic mindset, entrepreneurs can effectively communicate their brand’s message, establish thought leadership, and foster meaningful connections with their customers.

As Joshua T. Berglan emphasizes in “Media Company in a Box: Independent Media in the 4th Industrial Revolution,” the transition to a media-first organization requires a fundamental shift in mindset, a commitment to consistently producing high-quality content, and a willingness to adapt and evolve based on data-driven insights. By following the principles and strategies outlined in Berglan’s book, entrepreneurs can navigate the complexities of the modern media landscape and position themselves for long-term success in the digital age.


HubSpot. (2021). The Compound Growth of Consistent Blogging.

Winn, J. (2022). The Infinite Dial 2022. Edison Research and Triton Digital.



Joshua T Berglan

Award Winning Omnimedia Producer | Independent Media & Media Literacy Expert | Creator of "Media Company in a Box"