#145: Content | What It Means to Be a Media Company, Building an Audience, and Community with Anthony Kennada

Anthony Kennada is is co-founder & CEO of AudiencePlus, a company building software, content, and community to help businesses become media companies. Prior to founding AudiencePlus, Anthony served as the CMO of Hopin, Front, and Gainsight.In this episode, they discussWhat it means to be a media companyBuilding an audience from scratchWhy building community is important in B2B marketingTimestamps(00:00) - - Introduction and context from Anthony Kennada. (05:00) - - Definition and evolution of becoming a media company. (10:00) - - The importance of building an audience and brand-oriented marketing. (15:00) - - Discussion on content production and budget constraints. (20:00) - - Community building and its significance in B2B marketing. (25:00) - - The relationship between audience and community in marketing strategies. (30:00) - - Efficient growth strategies and the role of organic growth. (35:00) - - Building an audience from scratch and effective distribution strategies. (40:00) - - Overcoming challenges in the current economic climate. (45:00) - - Reflection on past marketing mistakes and learning from them. (50:00) - - Discussion on category creation and its impact. Join 50,0000 people who get Dave's Newsletter here: https://www.exitfive.com/newsletterLearn more about Exit Five's private marketing community: https://www.exitfive.com/***Brought to you by:Webflow - A website platform built for the agentic web, helping modern marketing teams build fully custom sites—no developer needed—that perform in AI search. Learn more at webflow.com/for/exitfive.Markup AI - A content quality platform that scans your content against brand voice, preferred terms, messaging standards, and AI-search readiness before it goes live, right inside Google Docs. Learn more at markup.ai.Optimizely - A no-code AI platform where autonomous agents execute marketing work across webpages, email, SEO, and campaigns. Learn how to deploy agents on your marketing team at Agents in the Mix. Learn more at optimizely.com/exitfive. Walker Sands - An integrated B2B marketing and growth services agency that helps marketing leaders turn strategy into measurable business impact through their Outcome-based Marketing model. Learn more at walkersands.com/exitfive.Knak - A no-code, campaign creation platform that lets you go from idea to on-brand email and landing pages in minutes, using AI where it actually matters. Learn more at knak.com/exitfive, or check out the MCP server by clicking this link.***Thanks to my friends at hatch.fm for producing this episode and handling all of the Exit Five podcast production.They give you unlimited podcast editing and strategy for your B2B podcast.Get unlimited podcast editing and on-demand strategy for one low monthly cost. Just upload your episode, and they take care of the rest.Visit hatch.fm to learn more