Double Down Or Diversify: Content Marketing Vs Channel Expansion?

Summary

MarTech Podcast ™ // Marketing + Technology = Business Growth
Episode: Double Down Or Diversify: Content Marketing Vs Channel Expansion?
Release Date: January 16, 2025
Host: Benjamin Shapiro
Guest: Rob Friedman, VP of Marketing at EasyO

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Introduction

In this episode of the MarTech Podcast ™, host Benjamin Shapiro engages in a thought-provoking discussion with Rob Friedman, the Vice President of Marketing at EasyO. The conversation centers around a critical decision faced by modern marketers: whether to double down on content marketing or diversify into emerging channels like TikTok and other social platforms. This debate is particularly relevant in an era where digital channels are rapidly evolving, and marketers must adapt to maintain and grow their audience effectively.

Guest Introduction

Benjamin introduces Rob Friedman, highlighting his extensive experience and leadership at EasyO, a company renowned for its innovative asset intelligence and management solutions. Under Rob's guidance, EasyO has garnered trust from thousands of organizations globally, demonstrating a strong track record across various industries.

Main Discussion

Rob Friedman's Perspective: The Case for Diversification

Timestamp: [02:10]

Rob begins by advocating for diversification in marketing strategies. He emphasizes the unpredictability of digital channels, noting, "diversify because you never know. The channel you're building may disappear next month, who knows. So I think you gotta diversify. You need to find where your audience is at and pursue them." Rob's stance is rooted in the volatility of digital platforms, where channels can rise and fall rapidly due to changing algorithms, consumer preferences, or platform policies. By diversifying, marketers can mitigate risks associated with reliance on a single channel and ensure sustained audience engagement across multiple platforms.

Benjamin Shapiro's Counterpoint: Doubling Down on Content Quality

Timestamp: [02:26]

Benjamin presents an alternative viewpoint, advocating for doubling down on content marketing rather than spreading efforts thin across various channels. He argues, "I'm doubling down. I think that you need to be producing more content and the challenge is the distribution. Your content is going to be useful no matter what. If you're creating great content, you can take it. You can find a way to get it to be the right format for TikTok or Instagram or YouTube or whatever is new tube." Benjamin's approach centers on the belief that high-quality, valuable content serves as a strong foundation that can be adapted to any platform. Instead of chasing every emerging channel, focusing on creating exceptional content ensures longevity and versatility, allowing it to be repurposed effectively across multiple mediums.

Debate Highlights

• Risk Management vs. Core Strength Focus:
  Rob emphasizes managing risks by not putting all eggs in one basket, while Benjamin focuses on maximizing the potential of existing content strengths.

• Channel Stability vs. Content Versatility:
  Rob is concerned about the stability and longevity of channels, advocating for presence in multiple platforms. Benjamin believes that excellent content can transcend platform-specific challenges, reducing dependency on any single channel.

• Audience Engagement Strategies:
  Both agree on the importance of understanding where the target audience resides. However, Rob suggests spreading efforts across platforms to meet the audience wherever they are, whereas Benjamin believes in the adaptability of content to engage audiences across selected platforms.

Notable Quotes

• Rob Friedman:
  "Diversify because you never know. The channel you're building may disappear next month, who knows." [02:10]

• Benjamin Shapiro:
  "If you're creating great content, you can take it. You can find a way to get it to be the right format for TikTok or Instagram or YouTube or whatever is new tube." [02:26]

Conclusion

The episode wraps up with both hosts acknowledging the validity of each approach. While Rob advocates for a diversified channel strategy to hedge against unforeseen changes in the digital landscape, Benjamin underscores the enduring value of high-quality content that can thrive across various platforms. The discussion leaves listeners with valuable insights into balancing content creation and channel strategy, emphasizing the need to adapt strategies based on specific business goals and audience behaviors.

Final Thoughts

Benjamin concludes by advising marketers to focus on customer satisfaction, a reminder that regardless of the chosen strategy—be it diversification or doubling down on content—the ultimate goal remains to engage and satisfy the customer base effectively.

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Connect with Our Guest: Rob Friedman

• LinkedIn: Rob Freeman
• Twitter/X: @robfriedman
• Company Website: EasyO

Stay Connected with MarTech Podcast:

• Website: martechpod.com
• Social Media: Available on YouTube, Twitter, Instagram, Facebook, and TikTok

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Disclaimer: The opinions and views expressed in this podcast are those of the speakers and do not necessarily reflect the official policy or position of any affiliated organizations.

Transcript

[Podcast Announcer]

The Martech Podcast is a proud member of the I Hear Everything Podcast network. Looking to launch or scale your podcast, I Hear Everything delivers podcast production, growth and monetization solutions that transform your words into profit. Ready to give your brand a voice? Then visit iheareverything.com.

[Marketing Expert]

From advertising to software as a service to data across all of our programs and clients, we've seen a 55 to 65% open rate. Getting brands authentically integrated into content performs better than TV advertising. Typical lifespan of an article is about 24 to 36 hours. If we're reaching out to the right person with the right message and a clear call to action, then it's just a matter of timing.

[Podcast Announcer]

Welcome to the Martech Podcast, a member of the I Hear Everything Podcast network. In this podcast you'll hear the stories of world class marketers that you technology to drive business results and achieve career success. Here's the host of the Martech Podcast, Benjamin Shapiro.

[Benjamin Shapiro]

Welcome to the Martech Podcast, I'm your host, Benjamin Shapiro and today we're going to discuss everything led growth. Joining me is Rob Freeman who is the VP of Marketing at Easy O, which is a provider of innovative asset intelligent and management solutions that are trusted by thousands of organizations worldwide. Their credibility is backed by a vast global clientele and a proven track record in multiple industries. And today Rob and I are going to talk about is product sales or marketing led growth right for you? All right, here's my conversation with an old friend, Rob Friedman, the VP of Marketing at easyo. All right, Rob, lightning round. We're going to do double down or diversify. So Rob, are you doubling down on content marketing or diversifying into emerging platforms like TikTok? Other things that are coming up.

[Rob Friedman]

Well, it doesn't get banned. Yeah, but so I'm diversifying. Diversifying because you never know. The channel you're building may disappear next month, who knows. So I think you gotta diversify. You need to find where your audience is at and pursue them.

[Benjamin Shapiro]

See, I think of it a little differently. I'm doubling down. I think that you need to be producing more content and the challenge is the distribution. Your content is going to be useful no matter what. If you're creating great content, you can take it. You can find a way to get it to be the right format for TikTok or Instagram or YouTube or whatever is new tube. If you don't have the quality content, if you're not writing something interesting, saying something interesting, producing interesting videos, it doesn't matter what your channel mix is. There is challenges with publishing in all the different channels. So you have to be selective. But fundamentally, to grow, you need the. The content for sure. All right, and that wraps up this episode of the Martech Podcast. Thanks again to Rob Friedman, the VP of marketing at ezo, for joining us. If you'd like to contact Rob, you can find a link to his LinkedIn profile in our show notes. You can send him a message on X. His handle is robfriedman. That's R O B F R E E D M A N. Or you can visit his company's website, which is EZO IO. If you'd like a summary of this podcast or if you'd like to apply to be our next guest speaker speaker, head over to martechpod.com you can also find the MarTech podcast on YouTube, Twitter, Instagram, Facebook, or even on TikTok now. And if you'd like to contact me, let's connect over on LinkedIn. My handle is Benjschach. B E N J S H A P. If you haven't subscribed yet and you want a daily stream of marketing and technology knowledge in your podcast feed, hit the subscribe button in your podcast app and we'll be back in your feed tomorrow morning. All right, that's it for today, but until next time, my advice is to just focus on keeping your customers happy.

[Podcast Announcer]

Thanks for listening to the Martech podcast and I hear everything. Production Looking to launch or scale a podcast like this one for your brand? Then visit iheareverything.com.