Stop Doubling Down: Why a One Platform Approach is Best for Your Content Strategy | by Theimpactmentor | Mar, 2023

You don’t have a content problem. You have a repurposing problem.

If you’re like most people, you’ve probably got a few different social media platforms that you use on a regular basis. So, is it really best to try and maintain a presence on all of them?

In today’s age of social media and digital marketing, it’s easy to get caught up in the idea that you need to be constantly creating new, original content across multiple platforms. But the truth is, unless you’re a major corporation with millions of dollars to invest in marketing, this simply isn’t realistic or sustainable.

When you’re trying to produce content for multiple platforms, you inevitably have to sacrifice quality in order to get it all done. But if you focus your efforts on just one platform, you can take the time to create truly great content that will engage and resonate with your audience.

As an online coach, an online business owner, or a service-based provider, there is something that you’re trying to put out to your audience that not only educates them, but also positions yourself as the expert.

However, in an influencer-driven social media world, we have been conditioned to create a bunch of content just for the sake of making a bunch of content while calling it brand awareness and nurturing. Then we wonder why we are getting burnt out, and are not attracting the right clients.

In this article, I want to challenge the way you are producing content for your audience so that they are nurtured and you are being discovered WITHOUT getting burned out or stressed about what to talk about next.

Your Context Is the Number One Ingredient

So the thing that I have done with my clients for years is teach them how to create context over content for content sakes. It’s not about how much content you create. It’s about the quality of the content. I know you have heard that before, but a lot of times people don’t truly understand what that means when they hear it.

So, they start to question, “am I giving enough value?” They start to question, “well, am I not giving enough?” So then what ends up happening is they double down on producing more “fluff” content or they end up giving away the painful “too much.”

The thing that I work one-on-one with clients with and inside my agency is constructing their context code and then turning that into their context web. The web allows them or us to produce more focused and inspired quality content for their primary platform.

For example, If you decide that Clubhouse is going to be your primary platform, that means all of your topic ideas are for Clubhouse.

You can make a 30 day topic calendar or a 60 day topic calendar. But you also get to hold space for trend topics, anti topics, and in the heat of the moment topics.

Your primary platform gets to grow with you. As you grow as a person and a business, your content is going to change. As you scale in business, there’s going to be more things that you learn.

There’s going to be more things that you want to say and put out there for your audience. But producing new content on every platform that you’re on, again, is not very sustainable if you don’t have the resources to help do that comfortably.

Why You Need a Primary Platform

In one piece of content, there is a context formula that I call the ‘Context Code’ that I do with each and every one of my clients.

In essence, we design the context of your content in a way where you never feel like you’re running out of things to say while actually articulating your main message. We do this without fluffing it and without mass producing content.

The 3 reason you need to spend more effort on a primary platform are:

1. A primary platform allows you to be more focused and inspired in your content creation.

2. A primary platform ensures that you have a consistent message across all of your channels.

3. A primary platform allows you to repurpose your content more easily, saving you time and energy.

You need a primary platform where you can share your new content. This is the platform where you can be the most inspired and truly give your audience the best value.

Your secondary platforms should be used to repurpose the content from your primary platform so that your messaging is consistent across all channels. This will help you avoid a content problem and focus on creating quality content that can be shared in multiple ways; i.e. repurposing.

You Are Not An Influencer

If you’re not sure where to start, consider which platform you’re most comfortable using and where your audience is most active. Most people tell you to focus on being on the platform where your audience is, but you still have to feel like the platform is doable and figure-outable as well.

From there, you can repurpose said content so that it’s accessible to a wider range of people. By focusing on a primary platform, you can simplify your content strategy and make the most out of the resources you have.

Please note, I always tell my clients this. You are not in the CONTENT business. Your business is not content creation. You may have to use content to acquire customers and clients, but your business is actually supporting your clients at what you do BEST to get them a result or provide a service. So keeping that in mind.

You have permission to stop hustling like you are a major corporation or a big coaching brand in terms of resources, tools, supplies, a huge team and with a 7 figure budget.

I remember when I first started my business seven years ago, I was doing the absolute most. I was trying to do what the leading experts, at the time, were telling us to do. Which was to be seen everywhere; have the omnipresence, right. (they’re still telling people this, but I know there’s easier ways of creating omnipresence)

However, back then, I didn’t know the difference. I was trying to be on every platform; doing guest blogging, doing Soundcloud audios, doing Instagram, Facebook, Periscope, Twitter.

And I was burning myself out. Yet, I thought this is what we’re supposed to do. Then on top of all the content creation across 7+ platforms, I was trying to build sales funnels, email sequences, have a tripwire offer, and all of the marketing components that they’re said I’m supposed to have.

Then 3-years into my business, I discovered that my favorite leading expert, at the time, had a team of 10 people working for her! It was at that moment that I realized that I was trying to do the work of 10 people. You never saw her team. So of course, as a novice to the online space, I thought she was the one doing all the work. Yet it was her team of 10 that was actually helping her do all these things.

That moment was significant for me, because it gave me permission to slow down. It allowed me to solidify within myself, I was a team of one. I cannot do everything and I will no longer continue to try to do everything.

So what can I do? Once I just accepted the fact I was a team of one, it just gave me so much peace.

The Impact Recap

So with that being said, you need a primary platform to focus your content creation. Context is key to having a primary platform. This is the platform where you can be the most inspired and truly give your audience the best value.

Your secondary platforms should be used to repurpose the content from your primary platform so that your messaging is consistent across all channels. This will help you avoid a content problem and focus on creating quality content that can be shared in multiple ways. By focusing on a primary platform, you can simplify your content strategy and make the most out of the resources you have.

Alicia Ford is the owner of Be Impactful Consulting Ministries. She is a Content and Marketing Strategist & Digital Products Developer. But is BEST known across the internet as the Impact Mentor.

She designs, then builds Digital Product Suites as business models for busy 5 figure online coaches who want another stream of income so they can have a legacy of wealth and income.

Alicia empowers you to create, design and launch a second business model that impacts and is divinely connected to God with the power of digital products. She believes Digital Products are a refined and cultivated manifestation of every skill, gift, talent, and wisdom God has blessed you with to serve the world.

Alicia’s mission is to encourage women to uplift themselves and then give them the tools and resources needed to walk the path God has called them to walk. She uses her gifts of speaking, writing, imagination, teaching, and leading to create content for digital products that shakes the very fabric of a woman’s purpose and passion.