If you create a single piece of collateral for your product or service and say that you’ve completed your job, “you’re doing it wrong™.”
Product marketers and content marketers know that you’re just starting.
John Bonini on content vs. channel
John Bonini advises that you separate the content from the channel.
What most companies practice is not actually content marketing. It’s channel marketing.
They’re not marketing the content. They’re marketing the channel.
From LinkedIn.
You can express a single thought on multiple channels. And as far as I’m concerned, the more the merrier.
Me on “expert” advice on social media channel adoption
Incidentally, that’s why I object to the “expert” advice that I master one social media channel first before branching out into others.
If I adopt that strategy and ONLY market on LinkedIn and ignore Instagram and TikTok, I am automatically GUARANTEEING that the potential Instagram and TikTok audiences will never hear about my offer.
“How I Expanded 1 Idea into 31 Pieces of Content”
I’ve expressed my thoughts on this social media “expert” advice before:
- Once in a July 2023 post that listed the myriad of Bredemarket’s social channels.
- Once in a post from earlier this month.
The latter post, entitled “How I Expanded 1 Idea into 31 Pieces of Content,” described how…well, the title is pretty self-explanatory. I created 31 pieces of content based on a single idea.
The 31 pieces of content, published both through the Bredemarket channels (see above) and via my personal channels (including my jebredcal blog and my LinkedIn page), all increased the chance that SOMEONE would see the underlying message: “Your prospects don’t care about your technology.” Each piece of content was tuned for the particular channel and its target audience, ensuring that the message would resonate.
As I often say, repurposing is good.
Speaking of repurposing, I’ve already adapted the words above and published them in four different ways (this is the fourth)…and counting. No TikTok video yet though.
Can Bredemarket help you repurpose or create content?
And if I can do this for me, I can do this for you.
Bredemarket can help you create content that converts prospects and drives content results. Why?
- Bredemarket asks the right questions. (“Why” is the first, by the way.)
- Bredemarket creates many types of content.
- Bredemarket collaborates with you.
If you’re sold on using Bredemarket to create customer-focused messaging (remember: your prospects don’t care about your technology), or even if you’re not and just want to talk about your needs, there are three ways to move forward with your content project. Or you can just join the Bredemarket mailing list to stay informed.
- Book a meeting with me at calendly.com/bredemarket. Be sure to fill out the information form so I can best help you.
- Email me at john.bredehoft@bredemarket.com.
- Contact me at bredemarket.com/contact/.
- Subscribe to my mailing list at http://eepurl.com/hdHIaT.
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