How To Optimize Content For Different Channels

I've been thinking about what DTC brands get wrong about omnichannel expansion recently. The temptation is to try to be everywhere at once. But the real winners are strategically aligning each channel to build a holistic growth engine. Here’s how to do it right → First, you must have channel-specific thinking. Every channel needs its own playbook. A helpful framework to structure your efforts... DTC Website: • Focus on basket building • Higher AOV targets • Full-price strategy • Data collection hub • Customer relationship building TikTok Shop: • Single-product purchase reality • Organic content engine • Lower AOV expectations • Limited data access • Treat as a retail channel Amazon: • Multi-pack strategy • Bundle economics • Marketplace presence • Competitive monitoring • Specialized management Next up, the Integration Challenge → The biggest mistake brands make is trying to force the same strategy across all channels. Example: One brand we spoke with increased shipping costs on TikTok Shop to push customers to their website. Instead of fighting the platform's natural behavior, they should have optimized for it. You must also consider your unit economics because each channel has its own cost profile. - TikTok Shop might be a loss leader but drive retail success. - Website sales might have better margins but higher customer acquisition costs. - Amazon might have lower margins but better operational efficiency. Here is the new omnichannel playbook: 1. Channel Optimization - Build channel-specific content - Adjust pricing strategies per platform - Create platform-specific bundles - Set realistic KPIs for each channel 2. Data Strategy - Accept data limitations on newer platforms - Focus on first-party data where possible - Build cross-channel customer profiles - Use creative solutions for retention 3. Team Structure - Specialized expertise per channel - Clear ownership of metrics - Flexibility to shift resources - Mix of in-house and agency support The brands that will win aren't the ones just running around trying to be everywhere - they're the ones being intentional about how they show up in each place. Success also isn't about ideal profit extraction across all channels. It's about understanding each channel's role in your broader ecosystem and optimizing accordingly. Key Takeaway: Don't try to make every channel work the same way. Start building channel-specific strategies that work together to drive overall growth. 

If I had to guess, your marketing team is probably spending WAY too much time creating content and not enough time figuring out how to get it in front of the right eyeballs. Creating engaging health tech content is only half the battle (honestly, maybe even less). You need a solid channel plan that meets healthcare leaders where they are and in places they like to be. Here's what I mean... Your CFO audience might prefer shorter content, but they want to see it endorsed by established industry sources they trust. Meanwhile, clinical buyers are over here like "just show me the demo!" And then there's distribution. You can write the best whitepaper in the world, but if you're just posting it on your website and hoping your targets just happen to find it... good luck. Instead, you need to: 👉🏻 Find the "watering holes" – Where do your decision-makers actually hang out? (Think Beckers, HFMA, specific LinkedIn groups for hospital leaders, etc.) 👉🏻 Build credibility through peer validation – Hospital leaders trust their peers more than your marketing. Get your customers talking about you in their circles. 👉🏻 Match the channel to the message – Different content types work better on different platforms. Don't try to force-fit your case study into a tweet if that's not where your audience is looking for that info. The reality? Most health tech companies are just cranking out blogs and social posts without a real distribution strategy. Start by understanding where your buyers get their information. Then build your channel plan FIRST and let that guide your content creation – not the other way around. Need help figuring out your channel strategy? Drop me a DM. Let's map out where your content should actually live.

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.