Media Start Ladder
Begin with the lowest-friction format, then increase production ambition
- Difficulty
- Easy
- Time to result
- ~days to results
- Steps
- 5
- Confidence
- 98%
The media start ladder reduces the first decision to the lowest-friction format the team can sustain. A written series remains valid when speaking or production is too uncomfortable. An audio-only podcast is the next practical rung because it avoids many camera and visual-production demands. Teams ready to move more aggressively can make their next content hire a video producer, gaining someone who can support video, audio, and visual storytelling for existing written material. Podcast or video agencies offer another bridge by developing the treatment, outlining the show, and handling postproduction. A recurring calendar deadline prevents indefinite consideration: the team periodically makes a concrete decision, ships, learns, and then moves up the ladder as capability grows.
Origin
Campbell concluded the interview with this progression for founders and marketers who want to begin an inbound media strategy. Extracted from Marketing Against The Grain.
Core principles
- 01Starting creates more learning than prolonged planning
- 02The first format should match the team’s comfort and capabilities
- 03Audio reduces production complexity
- 04A video producer can unlock audio, video, and visual support
- 05External agencies can bridge capability gaps
How to run it
- 1
Choose the lowest-friction medium
Select a written series, audio podcast, or video format based on what the team can publish consistently now.
Pro tip Use writing if discomfort with recording would otherwise prevent any launch.
Watch out Do not mistake a low-friction medium for permission to provide low-value content.
- 2
Ship a recurring series
Publish a repeatable concept rather than waiting to design an entire network or studio.
Pro tip Commit to a small initial season.
Watch out A one-off asset does not test whether an audience will return.
- 3
Add production capability
When ready to expand, hire a video-oriented producer who can also support audio and visual versions of written content.
Pro tip Begin by adding a useful video to existing blog posts.
Watch out Verify storytelling ability separately from technical production skill.
- 4
Use external help when needed
Hire a specialist agency to develop the treatment, shape the outline, and perform postproduction if internal skills remain limited.
Pro tip Keep ownership of audience strategy and subject expertise internally.
Watch out An agency cannot compensate for an undefined audience or weak editorial promise.
- 5
Create a decision cadence
Set a recurring calendar invitation requiring the team to decide whether and how to move forward.
Pro tip A six-week cadence provides time to gather information without letting the decision disappear.
Watch out Repeatedly snoozing the reminder without assigning an action preserves inertia.
In the wild
A founder who is uncomfortable on video begins with a 10-episode audio podcast. Once the interview rhythm and audience promise are proven, the team adds video recording and visual clips.
→ The company begins learning immediately without making camera confidence a prerequisite.
Instead of adding another generalist writer, a marketing team hires a video producer who creates short explanations for existing posts, manages podcast recordings, and helps prototype the first show.
→ One hire expands the company’s usable media formats and production capacity.
Common mistakes
Waiting for a full studio
Requiring perfect staffing, treatment, equipment, and confidence postpones the audience-learning loop.
Starting with excessive complexity
A video-heavy format can overwhelm a team that has not yet learned to publish a simple recurring show.
Outsourcing the strategy
Vendors can solve production gaps, but the company must still define its audience, expertise, and point of view.
Is it for you?
Best for
It is best for small teams convinced by the strategy but uncertain about format, staffing, or production complexity.
Not ideal for
It is not ideal for teams using “start small” as permission to publish indefinitely without audience value or improvement.
From the transcript
“I mean, start. I would start with just like an audio podcast, honestly. Or if you're uncomfortable even with that, start a written series.”
“That next content hire, like just make them a video producer.”
“just put a calendar invite that renews every, let's say six weeks right now for this type of a thing.”
From the episode
Growing Your Brand Through Inbound Media with Patrick Campbell
Patrick Campbell