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

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.

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.