Content Marketing Commute
Content Marketing Commute
#14: Why You Shouldn't Be On Every Marketing Channel

#14: Why You Shouldn't Be On Every Marketing Channel

Joe reflects on channel choice in B2B marketing, reflecting on a key insight from episode 13

Feeling like you're drowning in a sea of different marketing channels? Yeah, me too. Between LinkedIn, TikTok, X, Instagram, Threads, the blog, PR and one-upon-a-time Clubhouse (RIP?), it's enough to make even the most seasoned B2B marketer want to throw in the towel.

But here's the truth: we don't need to be everywhere, spreading ourselves thin like butter on a million slices of toast. Instead, let's focus on being epic in a few key places, rather than just average everywhere.

Remember that time the Barbie movie took the internet by storm with its killer marketing campaign? It was amazing, sure, but let's be real: their budget was probably 10x bigger than your entire marketing department's annual salary. And guess what? They were targeting a B2C audience, not B2B professionals like us.

So, instead of comparing ourselves to unicorns, let's take a page from the playbook of B2B companies like Valeo and Gong. These guys are crushing it on LinkedIn, not because they're everywhere, but because they understand their audience and platform really well. They're not just posting random links; they're creating high-quality content that resonates with their target audience.

So, the challenge this week is to ditch the FOMO and focus on being a master of a few, not a mediocre master of none. Take some time to really understand where your audience hangs out online, whether it's LinkedIn, X, industry forums, or select news sites…Then, dive deep, learn the platform's ins and outs, and start creating content that makes you stand out from the crowd.

Remember, it's not about being everywhere, it's about being epic somewhere.

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P.S. If you have any thoughts on this or channels you think are B2B goldmines, hit me up in the comments! I'm all ears (and eyes ) for your marketing wisdom.

Content Marketing Commute
Content Marketing Commute
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