3 builders who never spoke to each other

Sit where your message and their appetite overlap

People arrive at each network for a specific reason, and anything ignoring that reason gets no traction however good it is. Making only what falls in the intersection of what you need to say and what that crowd turned up for, and aiming it at buyers instead of peers who will cheer, is what justifies being there at all.

The method

1. 01

   Only make content that sits in the overlap between what you want to communicate and what your audience actually wants to consume.

2. 02

   Before you fill an editorial calendar, work out how your value lines up with what people actually come to that particular network to do, because that is what justifies your presence there.

3. 03

   Write for the audience that buys from you rather than for peers who will cheer you on, and count prospective customers plus the journalists and analysts covering your industry as that audience.

What it returned

• Author credits the framing to Matthew Kobach.

Sources

• Arc'teryx's TikTok FameHarry Dry · Marketing Examples · Arc'teryx's TikTok Fame · undated
• 3 Common Social Media Mistakes That We Don't Talk About EnoughSparkToro · sparktoro.com · Writing for your peers, not your audience · 2024-12-16
• A One-Size-Fits-All Social Media StrategyAmanda Natividad · sparktoro.com · Consider user intent while you map out your content strategy. · 2024-06-19