- Most programs too quickly, endangering the program from the start
- Successful content marketers and focus on fewer platform channels
- Instead of adding more channels, killing off underperforming channels works better
- Perform a content audit to find out tracks in which you should stop creating content
The problem is, put out of control. Just because a company or individual can create and distribute content on a platform doesn’t mean they should. But it’s happening… and it’s killing contentaround the globe. I’ve had the opportunity to analyze content from huge brands, desperately trying to build audiences online by leveraging content marketing. In case, each one made the same mistake. They diversify too quickly.
Let me explain. When an organization decides to fund a content marketing strategy, the initial stages are always exciting. Just deciding which is an exhausting process, but once complete, the company is ready to create content…everywhere. Should we do a blog? Check. How about a YouTube video series? Yes, to that. Podcast? Sure. TikTok series? Why not. Email newsletter? I guess so. Then add about five other channels, and you have yourself a content marketing strategy—just not a good one. According to Content Marketing Institute research, the average enterprise creates content between 14 and 16 platforms. Succeeding in this kind of strategy is like winning the lottery. It just won’t happen. Just because we can, doesn’t mean we should.
One channel. One content type.
The most excellent audience-building entities of all time selected one primary channel in which to build their platform:
- Financial Times—printed newspaper
- Fortune—printed magazine
- TED Talks—in-person events
- ESPN—cable television programming
- Huffington Post—online magazine format
- The Joe Rogan Experience—podcast show
- PewDiePie—YouTube series
Even in today’s age of social media, content empires start with one platform as the core base of operation and primarily deliver content at that one place over time to build an audience. For my new book ‘Content Inc. ‘, we interviewed and analyzed over 100 individuals and that went from zero subscribers to a massive audience. After two or three years, these content empires became multi-million-dollar platforms. The exciting part is that they didn’t diversify immediately but focused on delivering consistently valuable content, primarily on one channel and one content type, choosing audio, video, or text plus images.
- Ann Reardon from ‘How to Cook That’s decided to create consistent videos and distribute them on YouTube.
- Philip Werner from ‘com ‘creates and delivers a text-plus-images blog post daily on his WordPress-developed website.
- Wally Koval from ‘Accidentally Wes Anderson ‘distributes one image per day on Instagram, including incredible textual detail describing the location.
But these are the exceptions. Most content marketing strategies run short-term blitzes (called campaigns), diversifying before the proper time.
Content marketing strategy is about saying “no.”
When you decide to employ a content marketing strategy to build a loyal and trusting audience over time, you must choose not to create and distribute content in certain places. But what if you are already on multiple platforms? If you already have a content marketing strategy, now is probably the time to start killing some of your channels. We always want more. We believe more is better. When , “master of none, jack of all trades” never works. d Amazon become the most valuable company in the world? For three years, the company sold only books. Once they perfected that model, they only began other things. A proper .
Successful contentbecause they start their journey with one awesome newsletter, one fantastic series, one unique in-prevent, or one fantastic other than 100 randomized content pieces that don’t inspire any behavior. There is something about focus. There is something about being genuinely remarkable at one thing. The problem is that it requires you to choose. It requires you to stop creating content everywhere and focus on what’s important; ill reall move the nThe four components.
Building a loyal audience includes four key components, whether you are a media company, a large enterprise, or a content entrepreneur.
First, identify one target audience.
Choose an audience that is too broad and you’ve already,dy failed.
Second, you need a differentiation area.
We call this a content tilt. Basically, why would anyone want to engage in your content regularly? Mark Schaefer, the author of Cumulative Advantage, calls this “finding the seam,” which content you can exploit to rise above all the clutter.
Third, you identify the primary content platform.
The one that makes the most sense for your storytelling. Both your expertise/skill area and the audience will dictate that.
And finally, you select your primary content type.
These could look like videos on YouTube, text/images in an email, podcast audio, and Instagram imagery.
When do I diversify into other platforms?
Did you know that Red Bull Media House started with a mini-magazine they gave away at Formula 1 races? To include the results post-race, they lugged a Heidelberg press to the track and printed it next to the way. That mini-magazine turned into ‘Red Bulletin magazine. Once they built what Brian Clark from Copyblogger calls a minimum viable audience, then (and only then) did they diversify into the billion-dollar media conglomerate they are today.
Their focus and energy put into making the Red Bulletin great paid off. But this is not a rare occurrence for successful content empires. All great media companies do this and have for multiple other targeted digital newsletters they successfully developed. So, set an audience/subscriber target and focus all your energy on reaching that number. Then, once you have a loyal audience that loves you and probably will buy anything from you, you can diversify to another platform.. Look at ‘The Morning Brew’. They almost exclusively focused on building an amazing email newsletter for years. Once they made an audience of over 100,000 subscribers, they diversified into the podcasts and the
Of course, you can keep your precious social media channels. That said, you need to think about them differently. What’s the goal? Is it for ? Amplification of content? To build subscribers? Whatever the goal, make sure it aligns with your core platform. Let’s look at ‘The Hustle’, by Hubspot. The Hustle’s goal on Twiplan is to be interesting every day to their target audience and ultimately drive new subscribers to their email newsletter. Everything they do on Twitter supports their platform strategy.
Bob Ross churned out ~30k paintings in his lifetime.
Nearly 3x the output of Picasso.
But finding one?
That’s an entirely different story. @zzcrockett with the scoop:https://t.co/O5tEz2JXRd
— The Hustle (@TheHustle) May 2, 2021
So yes, you don’t have to close up all your social media, but you sure have to align your goals with your platform.
Try killing one
content marketing book Content Inc. and the founder of the content creation news site, The Tilt.that works is challenging for any sized company. We all have limited resources in some way. The best advice is to analyze what you are doing honestly. Maybe that podcast just doesn’t make sense. Perhaps that YouTube series is a waste of time? Or maybe not. Perform a simple content audit and then kill something. Kill something so that you can be better at something else. PossiblYourt or email newsletter could be amazing, but you haven’t focused enough because you are tinkering with or TikTok. Make the tough decisions now so that, later, you can build the audience of your dreams. Joe Pulizzi is the author of the best-selling