Hello Reader,

Recently, I've seen the concept of "dominating one platform" when building your online presence.

It means creating for only one channel to become a master of it.

Here's why I think it doesn't work:

Content ≠ Creating

Creating content that people love is only half of the story.

An important one, sure. But creating within only one platform diminishes the importance of the other half of efficient content operations:

Distribution.

Or serving the content to your audience in the format they love to consume.

And no, it doesn't mean you have to come up with original content topics for each platform.

In fact, you shouldn't.

The Rule of Seven

Have you heard of it? It's an old marketing rule that says you should repeat one piece of information to your customer at least seven times so it sticks with them.

Pretty crazy, huh?

Just imagine doing that IRL.

Your content thrives when you apply this rule, though. You should repeat your message regularly, both within one channel and across many channels.

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Watch out, though!

Content distribution doesn't mean copy-pasting the same content on various platforms. You should adapt the content to each platform's tone, style, and format. Otherwise, it'll feel off.

Let me show you how to do it:

How to Distribute Content (the pro-way)

The most important thing is choosing the core format for your content.

The core format is one content format that will serve as a theme for the content you’ll publish in the next 7 days.

For me, the core format are YouTube videos.

They take the longest time to script, record, and edit — and the topic I tackle here are easily shareable as separate pieces on other formats.

Your core format should be:

• Long-form: There should be enough content there for you to play around with
• Quite broad: It should cover a wider range of topics so you can take specific pieces out and create something more focused
• Not highly expert: Content for a very specific target audience will be harder to repurpose

Wait, wait, wait… To do what?

Yep, repurpose. Content repurposing is what effective distribution is all about.

To repurpose your content, you take your core format and adapt it (or elements of it) to another format.

For example:

Say you wrote an expert article about drawing.

You can pick 1 topic from this article and craft a short tweet about it, or a long-form LinkedIn post. Or both!

The same article can be adapted to a TikTok video, YouTube video, an IG post, and the list goes on…

Nah, of course not. There are two parts to choosing the right channels for your content:

1. Finding out where your customers are
2. Choosing platforms that you enjoy creating for

Some platforms are more time- and cost-intensive than others. Filming a YouTube video might take you much longer than writing a solid blog post… or vice versa!

The whole point is to make sure you can maintain consistency and see how your content's quality improves over time. This will happen, but only when you have enough time (or money) to create content over a long period of time.

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Useful resources

🤨 How to choose the ideal format for your content ​Watch here →​

🧐 Why writing on LinkedIn is a Pyramid Scheme ​Read here →​

🤓 Read how to think wrong –and win ​Get the book here →​

Content Meme of the Week:

How can I help?

💡 Hop on a 30-minute discovery call with me and let me help you prepare a solid content strategy for your business.

✍️ Check out my Medium blog where I post about growing your online presence with organic content marketing.

🧑‍💻 Read my blog about SaaS content marketing

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Have a great day!

Kuba (@contentkuba)

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