About This Episode
We’ve all heard the phrase before: “You need to become a media company.” But what does that really mean, and why are so many businesses resisting it?
How do you do that if you’re a roofing contractor, a manufacturer, or a home services business with zero background in content or production?
For a lot of businesses, especially in industries that aren’t traditionally digital-first, the idea of becoming a media company can feel vague or downright overwhelming. It conjures images of studios, lighting rigs, social media teams, and massive production budgets. It sounds like a whole new business layered on top of the one you’re already running. And if you’re already stretched thin handling sales, service, operations, and everything in between, it’s tempting to push this whole “media company” thing to the bottom of your to-do list.
This shift isn’t about turning your office into a newsroom. It’s about turning your company into the most trusted, helpful, and visible voice in your space. It’s about becoming the go-to source buyers turn to long before they ever talk to a salesperson. And the only way to do that is by consistently creating content that answers their questions, builds trust, and proves you actually get them.
In this episode of Endless Customers, I sat down with IMPACT Head Coach Brian Casey to unpack exactly what this shift means for businesses today and why adopting a media company mindset is no longer optional. We talked about the fears that hold companies back, the practical ways to get started, and the stories of people who are already seeing real results by leaning into this approach.
If you want to earn trust and win business in a world driven by AI and self-service, this one’s for you.
Why adopting a media company mindset builds buyers’ trust
Right out of the gate, I asked Brian a question I know a lot of folks are thinking: What does it really mean to become a media company?
“It comes back to some fundamental truths,” Brian explained. “People are doing more research than they ever have. People are less willing to talk to a salesperson.”
That’s the heart of it. Buyers today want to find answers on their own. They want to browse, compare, evaluate, and understand before they ever fill out a form or make a call. So, the companies that win? They’re the ones who show up with trustworthy, helpful content when and where buyers are looking. That includes your blog, your videos, your website messaging, and your social channels. All of it.
When people hear “media company,” they often picture newsrooms, video studios, and bloated production budgets. They think national broadcasting, big lighting rigs, high-end editing, and massive teams. I get it. I come from the media world, and even I had that reaction at first.
But you don’t need a broadcast-quality setup to build trust. You need relevance, clarity, and authenticity.
“This is more of a mindset shift,” Brian clarified. “Everybody has the opportunity to help contribute to being a media company.”
It’s not about changing what you sell. It’s about changing how you communicate. And more importantly, it’s about how your team sees themselves as part of the buying process. Instead of thinking, “We’re a pool company that happens to have a blog,” the shift is to say, “We are the trusted source for pool advice and education, and, yes, we happen to sell pools.”
This isn’t about having a fancy website just to check a box. It’s about building a presence that educates your buyer better than anyone else. When buyers feel smarter after engaging with your content, they trust you more. They see you as a guide, not a vendor.
As Brian put it: “We are a media company that produces written content and video… and we happen to install roofing or do IT services.”
That shift, seeing your business as a content producer first and a service provider second, is where the magic happens. It means your team isn’t just delivering a service. They’re becoming a voice buyers trust. A presence buyers recognize. A go-to resource in your market.
You don’t need 15 interns and a green screen to make it happen. You need a team that’s willing to capture real stories, real insights, and real answers to buyer questions. That’s it. Your sales team already has those stories. Your leadership already knows what makes you different. The opportunity is to get that wisdom out of their heads and into formats your buyers already prefer.
Start there. Consistency will take you the rest of the way.
Why video is the most powerful trust-building tool
Of all the tools at your disposal, video builds trust faster than any other format.
“Video is above and beyond any other tool at creating trust,” Brian said. And once you think about it, that makes perfect sense.
AI can generate written content quickly. It can mimic tone, stitch together paragraphs, and even optimize for SEO. But what it can’t convincingly replicate is you—your face, your voice, your vibe. At least, not in a way that feels real.
When someone watches you on video, they’re observing more than words. They’re reading your body language. They’re watching your eyes. Not only that, but they’re making snap judgments about whether they trust you and whether they’d want to work with you. And unlike polished written content, video makes it almost impossible to fake sincerity.
Video reveals personality. It shows energy and authenticity. That’s how a connection starts. That’s what separates a vendor from a trusted advisor.
And this isn’t just feel-good theory, it’s backed by hard numbers. Pages that include video routinely outperform text-only pages in conversion rate, time on page, and engagement. People want to see who they’re buying from. They want transparency. And video delivers it better than anything else.
One of my favorite parts of this conversation was when Brian talked about what this looks like in the real world, like, actually on a roof.
Let’s say you’re a roofing contractor. You’ve just climbed up, inspected some damage, and now you’re recommending a replacement. Instead of trying to explain that with just words or a printed report, you pull out your phone. No script, no setup, just your voice and the issue in front of you.
You shoot a 30-second video showing the problem, why it matters, and what you’re recommending. Maybe you say, “Here’s the crack that’s causing the leak. You can even see where the water is pooling under the shingles. This is why we’re recommending a full replacement instead of a patch.” That’s it.
No editing. No lights. Just clarity.
That quick video clip doesn’t just inform, it builds trust. The homeowner can see what you’re seeing. They don’t have to take your word for it. They can verify it. And that makes the buying decision a lot easier.
Now multiply that by every job your team does. Multiply it by every buyer hesitation you could answer on camera. That’s how you become a media company. Take it one clip at a time. One honest, helpful insight at a time.
It doesn’t just work in theory, it works in practice. And it works especially well in industries where trust is fragile and stakes are high.
Overcoming the “we can’t do video” syndrome
Naturally, most businesses have objections to video. Compliance. Privacy. “We’re just not comfortable on camera.” You name it, and we’ve heard it.
Sometimes, it’s the fear of saying the wrong thing. Sometimes, it’s the idea that video is only for polished, media-savvy professionals. Other times, it’s the mistaken belief that your industry just doesn’t lend itself to video. But here’s the truth: All of those are smokescreens for the same thing, discomfort.
In Brian’s words: “In 95% of situations, that is us just feeling uncomfortable with doing something.”
Let’s call it what it is: fear. Fear of stumbling, of not looking polished, of messing up your words. But here’s the thing: Those imperfections? They’re actually your superpower when it comes to video.
But imperfection is what makes video relatable. Buyers don’t connect with perfect. They connect with real. If your videos come across as overly polished or robotic, they lose the warmth and authenticity that builds trust.
“You don’t need perfect,” Brian reminded us. “You need real.”
That stutter? That moment where you pause to find your words? That’s what makes you relatable. It’s what signals to your audience that there’s a real person on the other side of the screen.
And if you’re in healthcare or another compliance-heavy field? You can still do it. Just don’t share personal data. You’re not filming patient consults. You’re explaining concepts, offering guidance, and making your process transparent.
Want to teach people what to expect during a procedure? Record a quick walkthrough (no patients needed). Want to clarify insurance processes? Hit record and explain the steps clearly. These are the kinds of videos that reduce anxiety and show you care, and they have nothing to do with violating privacy.
The biggest hurdle is always getting started. The red light comes on, and suddenly, smart, confident professionals forget how to talk. It’s normal. But if you can talk to a customer face to face, you can talk to a camera. It just takes practice.
And let’s be real: Buyers today aren’t judging your lighting. They’re judging whether you seem trustworthy. Whether you’re helpful. Whether they’d want to work with you.
The only real mistake? Not showing up at all.
What about production value?
You don’t need a $5,000 camera setup to start making impactful videos. In fact, you probably already have everything you need. That smartphone in your pocket? It likely shoots in 4K, has built-in stabilization, and comes loaded with editing apps that rival what used to cost thousands of dollars in software.
And ironically, highly produced videos often don’t perform as well, especially on social media. We scroll past the perfect lighting and scripted lines because it feels like a commercial. But when something feels off-the-cuff, casual, or candid, we stop. We watch. We listen.
“There’s an authentic nature to off-the-cuff videos that the market just kind of strives for,” Brian said.
One of my favorite examples he shared was about Jeffrey from Linta Roofing. This wasn’t some influencer with a production crew, just a business owner with a phone and something real to say. Jeffrey started recording short, simple videos on Facebook and LinkedIn. No script. No polish. Just raw thoughts and honest advice based on what he was seeing in the field.
And the response? Incredible. Tons of engagement. Thoughtful comments. Shares. DMs from people in his network. Even job applicants reached out because his message resonated and made his company feel like a place they’d want to work.
All from his phone. In fact, those videos performed just as well, if not better, than highly produced shorts that his company had invested time and money into.
It’s not about polish. It’s about presence.
So before you spend weeks planning a shoot or thousands on gear, ask yourself: What could you record right now, in the next 10 minutes, that your ideal buyer would find helpful?
That’s your starting line.
Why written content still drives buyer confidence (even in a video-first world)
Written content still plays a vital role in the buyer’s journey. Think blog posts, guides, comparison pages, product overviews, FAQs; these are essential building blocks for any content strategy. Not everyone wants to watch a video. Some people want to skim, search for keywords, or copy and paste a quote. That’s the beauty of written content, it’s flexible, searchable, and accessible.
It doesn’t have to be either/or. It should be both.
Brian put it perfectly: “Almost every article could be a video. And there are videos that don’t have a direct article counterpart.”
If it’s worth writing about, it’s probably worth filming, too. And when in doubt? Do both. Repurpose your content. Turn a blog into a video. Turn a video into a blog. Pull quotes and clips for social media. This isn’t about doubling your workload, it’s about maximizing the reach and impact of the insights you already have.
Because at the end of the day, it’s not about the format. It’s about being helpful.
And the more helpful you are, the more trusted you become.
When to hire full-time help
If you’re just getting started, the best thing you can do is begin with what you’ve got. Use your phone. Start recording conversations. Capture what’s already happening in your business and turn it into content. That’s how you build momentum.
Eventually, that momentum starts to create its own gravity. As you begin publishing more frequently and seeing the impact, you’ll hit a very real inflection point, where you either keep juggling content off the side of someone’s desk or you hire someone dedicated to it.
That’s where the game really changes.
Brian pointed out that the guidance has flipped in recent years. For a long time, we told companies to build their writing muscle first. Get your blog going, build traffic, and then invest in video. But today? Video moves faster, hits harder, and stands out more in crowded markets.
“Hire the videographer first,” Brian said, especially in industries like pools, landscaping, construction, or home services—where the product is visual and buyer trust is everything.
Why? Because video is the easiest way to build an emotional connection. You can explain complex things clearly, show behind-the-scenes processes, and humanize your team in a way no article ever could.
You’re not just hiring someone to shoot footage. You’re hiring your company’s future trust-builder. Someone whose job is to spotlight your expertise, amplify your voice, and give buyers a window into your world.
That’s not fluff. That’s strategy. This hire fuels your sales team, powers your website, fills your social feeds, and elevates your brand across every channel.
If you’re serious about becoming the most trusted voice in your market, this move makes it sustainable.
And yes, it pays for itself, often faster than you think.
How to start becoming a media company right now
The market’s shifted. Buyers don’t want to talk to salespeople—they want to trust the business before they even pick up the phone.
Becoming a media company is no longer a “nice to have.” It’s the new table stakes. This isn’t some future trend, it’s the now. And businesses that don’t adapt are already starting to feel the consequences: less visibility, fewer leads, longer sales cycles, and a growing trust gap with buyers.
Buyers today want to do their own research. They want answers before they ever talk to someone. They want to feel confident and informed on their terms. And if you’re not the one providing that experience, your competitor will be.
Here’s our challenge to you: What’s one piece of content you could publish today that would make your buyers feel more confident tomorrow?
That’s what the Endless Customers System™ is all about. It’s about trust. It’s about giving your buyers the confidence to choose you before they ever fill out a form or schedule a call.
Your next step? Read Hate Being on Camera? Performance Tips for Better Marketing Results to start improving your on-camera confidence and delivery—so you can show up with clarity, connect authentically, and earn trust every time you hit record.
Start there. Trust will follow.
Connect with Brian Casey
Brian uses his background in sales & inbound marketing strategy to coach clients on creating content that impacts sales and helps businesses reach their ideal buyers. His experience in working with clients spans across all types of businesses in unique markets.
Check out Brian’s IMPACT Bio
Connect with Brian on LinkedIn
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