Are you ‘leaving money on the table’ by not appealing to your whole audience with the content you produce? *
People learn and take in information in different ways. Therefore, to gain more reach and resonance with your audience, it makes sense to produce content for the various different modalities – text (blog, email newsletter), video, audio etc.
BUT … I acknowledge doing this takes extra time and effort, and that’s a tough ask for most of us.
So, what’s the answer?
Well, we can be smart about it for starters. This means:
(a) Having a plan in place: firstly, a CONTENT STRATEGY that provides clarity and purpose for your efforts, and an accompanying EDITORIAL CALENDAR that guides your production actions (but leaves wriggle room for valuable ‘in-the-moment’ content ideas).
(b) Creating a ‘destination show’, or some regular long-form content, that can be repurposed for the various different modalities; this enables you to publish content across different channels and thus providing you with a greater online presence.
(c) Tapping others to help you: specialist freelancers, a digitally-savvy virtual assistant etc. This can be a really cost-effective way of getting your content produced and ‘out there’ (technical term!). But, for optimum results, it does require you to be somewhat planned and organised. Freelancers work best when plugged into a process of sorts.
Just getting started?
BUT … (and there’s always another but!) … if you’re just getting started and getting some momentum from your content efforts is key, do not attempt to try everything!
Start with the channel/modality that you’re the most comfortable with (bearing in mind your intended audience) and then go hard: double down if need be. Get confident on one or two channels first before building out your ‘media network’.
* (SOURCE: Results from a reader survey for my PR Warrior blog)