[Column] Romina Zollo: Every company needs to think like a media company

In today's fast-paced marketing world, an idea is gaining increasing traction: "Every company is a media company." And believe me, after so many years immersed in communication, first at Revista G7 and now advising companies through my own agency, Pulmón, I know what I'm talking about.

I see how businesses that, at first glance, have nothing to do with the media sector, like Starbucks or Nike, are launching their own production studios. This is a clear sign: traditional advertising is no longer enough. Companies, now more than ever, need to transform into storytellers and content creators.

The biggest challenge in marketing is to change behavior, and entertainment is one of the most powerful tools to achieve this. Today's audience expects much more than a simple promotional message; they seek genuine engagement.

They want to understand the essence of a brand, what it represents, and why it matters. This means adopting an editorial mindset, the same one that guided me for years at the magazine. We need to ask ourselves what truly matters to our audience and, from there, create content that educates, entertains, and inspires, rather than just promoting products or services.

Consistency and Content Ownership Are Key

Consistency is, without a doubt, the key to success. It's not about sporadic efforts, but about an ongoing conversation that strengthens brand recognition and builds trust over time. A common mistake I see is a lack of consistency and an exclusive focus on social media. While platforms like Instagram, TikTok, or LinkedIn are vital for quick visual storytelling or thought leadership, they are merely distribution tools.

The real power lies in owning your audience, in driving traffic to your own assets: your website, your email list, or your library of evergreen content like YouTube.

Many companies make the mistake of treating marketing as isolated, disconnected tasks. However, to be truly effective, marketing must function as an ecosystem where each piece propels the next. For example, a YouTube video can be transformed into a blog article, social media posts, and a lead magnet, all working in synergy.

Your website, in particular, shouldn't just be a digital business card; it should be a full-time salesperson that answers questions, captures leads, and facilitates conversions. Long-form content, like YouTube videos, is especially valuable because it "works long after you publish it," generating leads months or even years later.

Ultimately, the companies that will succeed in 2025 and beyond will be those that adapt, innovate, and build. Those that ignore this transformation will remain "stuck in owner-operator mode," relying on one-by-one sales pursuits instead of building a system that sells for them.

Adopting a media company mindset means building a brand that sells itself, generating revenue and lasting relationships, even while you sleep! It's a vision I'm passionate about and one I strive to convey in every consultation I provide.

Romina Zollo is the owner of Revista G7  and Founder of Pulmon

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