Every SaaS company is a media company now. Most of them just haven't staffed for it.

In the early 20th century, the French tire company Michelin started to publish a traveler’s guide to get people to drive farther, ostensibly leading to more tire sales.

In 1926, they started to award stars to fine dining restaurants, and an iconic institution that is both feared and desired by restaurants worldwide was born.

A century ago, a tire company implemented a marketing strategy that has been revived by modern Saas companies today.

Your competitors have figured this out, which is why your feed is full of founder-led podcasts, glossy customer films, comedy shorts, documentary films, newsletters, and blogs that sound like they were assembled by a committee of interns and an LLM.

There is no reason to do anything other than act like a media company in today’s digital age.
— Gary Vaynerchuk

An Inconvenient Truth

Blog posts, a podcast, a video, a newsletter, and digital magazines—you're treating them as marketing tasks handed to whomever has bandwidth. (Or worse, you’re not treating them like anything because you’re not using them.)

A media division treats them as a portfolio, with an editorial point of view, a production calendar, and someone senior who owns whether any of it is actually working and providing a ROI.

That someone is who I am. Replicant Content is how you get me.

Ron Dawson | Brand & Content Strategist

If you book a meeting with me, remind me to tell you my French Laundry story. It’s a hoot.

Ron Dawson

What we do

We build media divisions for Series A and higher tech startups, and then I run them (the division, not the startup).

I act as your de facto Director of Content. I set the editorial direction, work with you to define the voice, build the production systems, and maintain the standard. Behind me is a vetted collective of filmmakers, editors, writers, designers, and audio producers I've worked with for years; the same work you'd eventually have to go find, vet, and hire yourself.

You can build one channel or several. A film series. A podcast. A digital magazine. A blog engine that actually ranks in Google and in the LLMs your buyers now ask first. Start with one, add then add the others as the operation earns it.

The beauty is the power of choice we give you. Some clients want a media division run for them indefinitely. Others want it built, documented, and handed to the team they hire next. Both are fine. The systems belong to you either way.

Two things you get that you can't get by posting a job req

You start now. Standing up a media operation the traditional way means a Director of Content search, then a producer, then an editor, then a writer, then six months of onboarding. I arrive with the team already assembled and ready to go.

You pay one vendor. The filmmakers, editors, and writers are costs you'd carry regardless — they're just costs you'd have to source, negotiate, and manage individually. Here, they arrive as a unit. One contract. One invoice. One person accountable for the work.

(Depending on the scope, some costs may be invoiced separately by the vendor.)

The Channels

  • Film & Video

    Brand films, docuseries, and customer stories that make the audience feel genuinely connected.

    Learn more.

  • Digital Magazine

    Stand out as signal among the noise. It’s a format that gets a CEO to say yes when a blog post request gets ignored.

    Learn more.

  • Blogs

    Contrary to popular belief, blogs are not dead. You do need to think of them differently, though.

    Learn more.

  • Podcasts

    A show people finish, in a category where most shows die in their first season.

    Learn more.