♻️ where to focus your efforts (+ 3 pitfalls)

Jun 15, 2024 12:15 pm

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Hey friend!

Unfortunately, I've learned the value of only focusing on a few key channels the hard way.

I used to try and be active on multiple platforms, but I always found myself spread too thin. I thought it would give me more traction, but the irony is that it lead to more burnout and less engagement on all fronts.

And I ended up hating what I was doing and it came through in the content I was sharing.

That's when I had to make a change.

Get off the content hamster wheel for good...

As a marketer, one of the most important things I've learned is that you can't excel in a silo.

My best (and most fun moments) came when I had a group of marketers in my circle for accountability and support, to learn from, and to grow with.

And this is why I started the Distribution First community.

It's a place to connect with like-minded marketers to follow a proven roadmap of success and get the support you need to build and scale your content engine without burning out.

For more information, hit this link.

Now, onto our regularly scheduled programming...

3 Pitfalls of Bad Channels

What I realized back then was that choosing the wrong channels doesn't just hurt you once.

It's the type of decision that ripples out across your entire strategy. Here are 3 potential mistakes to avoid:

1. Not knowing your audience

This is a big one.

Your audience is likely all over the place. They might be on LinkedIn, YouTube, podcasts, and more.

But you don't need to be on all of them.

Instead, focus on the channels that align with your strengths and where you can consistently engage without feeling overwhelmed.

Avoid jumping from one content hamster wheel to another. Choose wisely and stay consistent.

2. Not understanding the channel

Each platform has its own nuances.

It’s not enough to just post content. You need to understand how each channel works.

Posting on a bunch of channels you don't understand isn't going to help you in the long run.

Mastering a few channels deeply is far more effective than spreading yourself too thin.

3. Choosing channels you don't enjoy

People don't talk about this enough, but passion matters.

If you don't enjoy a channel, chances are you won't stick with it long enough to see success.

No matter how much you see the value of YouTube, you'll never stick with it if you hate making videos.

Without genuine interest in the channel and format, it's hard to nail the strategy and the execution you need to succeed.

Key Takeaways

To avoid these pitfalls, here are three things to try:

Focus only on the channels that work best for your business and audience. Understand your audience and the channels you're using.
Choose channels that align with your goals and preferences.
Don't try to do too much at once and spread yourself too thin across multiple channels that don't work for your business or audience.

Try Creating a "Content Floor"

Creating a consistent rhythm of creating and sharing content is essential. I refer to this as building a "content floor."

This involves prioritizing "easy wins," or consistently high-value, low-effort activities, that drive results.

For me, easy wins include posting on LinkedIn and sending weekly emails.

These activities may not require a lot of effort, but they bring in the majority of my results.

Hope that helps.

Have a great week! 👊

Justin

Founder, Distribution First

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