Content is king, channel is secondary


The question is whether content is more important than the channel it's published on.
Well, the cliche is true - content is king! And if you get the content formula right, the content will work through any channel as long as it’s purposed for that channel and the audience that uses it. A mistake that many people use in their content marketing today is that they create a piece of content that might be really nice but they push the one piece out through only one channel. They make the basic mistake of not appreciating how their audience uses a particular channel. So the key is to repurpose your content, fit for a specific purpose.

Content can be created very cheaply and easily produced if there's a clear focus and an organised vision. Think about - where’s your audience, what channel do they use, and you purpose the content for that channel. For example, a video can be any length as long as it’s the right length for the right audience. As long as it has the right information or is entertaining enough, your intended audience will watch it. But if it doesn’t have the right information they’ll be out of there in seconds. However, that person might not be your target audience - they might simply want a photo with a little text. Or they might want a podcast, a blog, a newsletter. So the content is all the same - it is king - but the next most important point is the content should be repurposed. Or to make it available in as many forms as you can, so your intended audience can choose what suits them.

Podcast example

Take Kiwicare, for example. They’re a local company with products made specifically for New Zealand conditions. Tandem worked with them to create content for a series of videos for their product NO Rats and Mice. Let’s be honest, it’s not the sexiest product on the market, but in the cooler months it’s the product many people might need - as these rodents seek warmer climates indoors than their usual outdoor haunts. The problem is, people might not know how to use the product, and that’s exactly why these videos were created. Once the content was compiled, the channels were chosen: it was put on YouTube so customers could easily find how to use the product, it was loaded onto the Tandem and Kiwicare websites (, and it was produced as a training video for sales reps of the product.

There are plenty of other channels to explore too. Each channel has a purpose, and often a different target market. Social media is a no-brainer and formatting the video for Facebook is a great idea. Adding a striking image and a few interesting words to explain the purpose of the video, or having a clip that plays automatically on people’s newsfeeds as a great attention grabber are good ways to increase viewership. For Twitter you could create a snappy headline and add a link back to the content on your website. It not only draws in a different social media audience than Facebookers but it takes them back to your website. Another channel could be, depending on your content, a big screen television in a retail area (like a supermarket, department store etc). You wouldn’t use the same content in this environment as you would on your website though, as it needs to be short, sharp and informative to draw in the people who are walking past the big screen. Therefore, content needs to be edited for the different channels.

Other examples of different avenues for your content are - handing out a DVD of your content; putting it onto television either as a programme or a commercial; take the audio out of it and use it as a podcast or for radio broadcast; the content’s script could be turned into a newsletter, blog or newspaper article; and screenshots could be taken of the content and turned into PDFs.

On The Land produced by Tandem Studios

One piece of content will achieve all of the above goals, and the publishing side is to adapt and tweak to whatever the channel may be. At the end of the day it doesn't matter where the public, and your potential customer, sees your content - as long as they're connecting with your content.

The content delivery is very much secondary because it can be delivered a thousand different ways. The hardest thing is getting your content discovered. Once it is discovered, you want it to be in the correct format so it connects to the individual on that channel. With any content be creative. Think about it and ensure your content, through whichever channel, either connects, engages or informs and above all else don't be boring. Life is too short to be bored.