30-second summary:
- Most marketers diversify their content programs too quickly, endangering the program from the start
- Successful content marketers and media companies focus on fewer platform channels
- Instead of adding more channels, killing off underperforming channels works better
- Perform a content audit to find out channels in which you should stop creating content
The problem is, simply 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 content marketing strategies around the globe.
I’ve had the opportunity to analyze content marketing strategies from huge brands, desperately trying to build audiences online leveraging content marketing. In almost every case, each one made the same mistake.
They diversify too quickly.
Let me explain.
When an organization decides to fund a content marketing strategy[1], the initial stages are always exciting. Just coming to the decision of which audience and content niche to target 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[2] series? Yes to that. Podcast? Sure. TikTok series? Why not. Email newsletter? I guess so.
Then add about five other social media channels and you have yourself a content marketing strategy.
Just not a good one.
According to Content Marketing Institute research[3], the average enterprise creates content on between 14 and 16 different platforms.
Succeeding at this kind of strategy is like winning the lottery. It just won’t happen.
Just because we can, doesn’t mean we should.
Resources
One channel. One content type.
The greatest audience-building[4] entities of all time selected one primary channel in which to build their platform:
- Financial