Origins #63 - Reducing friction for your audience

In our latest podcast, we did a Q&A and there were a few questions touching on why we are investing energy and resources in creating so many different types of content (podcast, vlog, blog, other social networks etc.).

So in this week's Origins, I want to discuss and share with you how we think about creating content on various platforms, why we do it and the benefits so far, from our own experience.

We all live in a fast-paced world and people consume content differently. Some people read some listen and some watch videos on YouTube. What we aim to do is cater to the way people want to consume our content, therefore reducing the friction for the audience and in turn increase our chances to be heard.

Having in mind the benefits, however, producing for more platforms can become overwhelming unless two things are in place:

Create a main content pillar

You need a pillar content theme that you can then use to break down into smaller pieces of content or adjust to the different mediums. For us, this pillar is documenting the journey. We've talked about the reasons why we think this is a great strategy, to summarise:

- Having an archive to look back to is a lot of fun
- Content marketing with a never-ending source. As long as we do and build, there is always something to share.

For the audience
- Lessons, experiences, and information from our process that can hopefully be either interesting or valuable for anyone interested in starting or growing a business.

Speak your truth

Making up stuff, faking it or lying is more time and energy consuming than telling, showing, or documenting the truth. Authentically sharing what you are experiencing is the only sustainable way, in the long run, to be original, create a unique voice, as well as brand equity.

Being present on different platforms could also be accomplished by focusing on one type of content, but then being smart about the distribution. For example, you can have a video interview format on YouTube, which can then be turned into a podcast (by stripping the audio), shorter videos with highlights (e.g. for Facebook and YouTube), as well as quotes from the interview as images (e.g for Instagram).

By trying out and "tasting" different mediums you can also get an idea of where your strengths may be. For example, you might be shy to step in front of the camera, but it doesn't mean that you can't have a killer podcast, that can then be animated and used as video ammunition. Or, transcribing the sound recording and turning that into a blog post for people that might be more inclined to read.

As I've laid out, there are a lot of factors when it comes to thinking about what content to create and how to distribute it, but at least trying your hand in a few of them will give you a better idea where it would make sense to invest more time and resources and what platforms might be okay to ignore for the time being.

If you've been following us for a while, you've noticed that sometimes our approach may be a bit random and "all over the map", but it's a great way to testing out different things and honing our efforts into whatever may be most fruitful.


Feature image by Brunel Johnson on Unsplash