Channel-Specific Content Creation

Can you simply copy-paste your Meta content to TikTok? That strategy is costing brands millions in wasted ad spend and lost opportunities. Let's break down why these platforms demand different approaches: ➡️ Meta Users Want & Expect: → Professionally polished content that builds trust → In-depth information about products and services → Structured brand storytelling that educates → Well-produced visuals that showcase quality ➡️ TikTok Users Demand Something Different: → Raw, unfiltered authenticity that feels natural → Relatable moments that create a connection → Content that looks native to the platform → Casual, personal approaches that resonate Why understanding this matters: 📌User Behavior & Intent ↳ Meta users come to research and consider purchases ↳ They're open to longer, informative content ↳ They expect professional brand presentations ↳ Their buying journey is typically longer 📌Content Style Requirements ↳ Meta rewards structured, well-planned content ↳ TikTok users spot and skip "corporate" content ↳ Authenticity outperforms production value ↳ Native content drives significantly better results 📌Media Buying Differences ↳ Meta's targeting responds to traditional approaches ↳ TikTok's algorithm prioritizes native engagement ↳ Each platform needs its own media buying plan ↳ ROI suffers when tactics don't match platforms 📌Platform-Specific Engagement ↳ Meta users will watch longer content pieces ↳ TikTok gives you 3 seconds to grab attention ↳ Different scroll speeds need different hooks ↳ Content pacing must match platform norms The Solution? ❌ Stop wasting money cross-posting. ✔️ Start creating platform-specific content. Build strategies that respect each platform's unique characteristics. What's performing better for your brand - Meta or TikTok? Share your experience below.

Being "everywhere at once" isn't a strategy —it's a trap.  And it might be why you're burnt out. The best way to escape it is to ❌ Ditch the disconnected channel approach ✅ Build a content flywheel Here's How to Build Your Own Flywheel in 5 Step: (Based on my convo with Nick Cegelski from 30 Minutes to President's Club) Key principle: Systems are about specific inputs, consistent outputs, and predictable outcomes. 1. Start With One Strong Primary Channel Choose a primary content type that: -Showcases your team's strengths -Delivers substantial value to your audience -Can be segmented and repurposed For 30MPC, podcasting was the obvious choice given Nick and Armand's sales expertise and speaking abilities. 2. Design for Repurposing from Day One When creating primary content, think about how it can feed other channels: ✔️ Record video of podcast interviews to enable clip creation ✔️ Structure long-form content with clear sections that can stand alone ✔️ Capture visually compelling moments that work for social media ✔️ Ask questions that generate quotable, shareable answers 3. Establish a Content Amplification System Create a standardized process for transforming primary content: 🟢 Clip Selection: Identify the most valuable 60-90 second segments 🟢 Newsletter Extraction: Pull actionable insights into structured takeaways 🟢 Follow-up: Flag opportunities for deeper exploration in other formats 🟢 Cross-Promote: Build CTAs that direct audiences between channels 4. Maintain Channel-Specific Identity While leveraging the same source material, respect each channel's unique characteristics: ▪️The podcast maintains full depth and context ▪️Social clips highlight emotional moments and quick insights ▪️Newsletters structure and organize the most actionable takeaways ▪️Webinars enable visual demonstration and live interaction 5. Use Audience Feedback to Refine the System All this output is going to give you a TON of valuable signals that will guide your future content plans. It's your new competitive advantage. Don't sleep on it! Nick and Armand discovered their audience wanted longer webinars despite their "30 minutes" brand identity. Listen to your audience and adjust your content format accordingly while maintaining your quality standards. The True Power of Your Flywheel When your content system begins spinning, growth is inevitable: 👉🏻 Podcast listeners discover your newsletter 👉🏻 Newsletter subscribers attend your webinars 👉🏻 Webinar attendees follow you on social 👉🏻 Social followers become podcast listeners This isn't just about efficiency—it's about creating space for creativity, strategic thinking, and actually enjoying your work again. And that's a great recipe for healthy growth. What's your take — are you building a flywheel? _ PS: If you want more growth tips, check out the full episodes of Reed Between The Lines - now on YouTube, Spotify and Apple.