I’ve been spending a lot of time on YouTube recently. It’s become my new go-to background music.
It’s therefore no coincidence that I also started a YouTube channel recently. I’m extremely bullish on the platform (I’ll talk about why another time soon).
Does that mean you should start one, too?
Naturally, it depends. It depends on whether your target market hangs out there, whether you have interests or skills in video creation, and largely… whether you’re a consumer of content on that platform.
I believe it’s hard to do or sell anything that you don’t personally consume yourself.
It’s hard to sell strategy and advice if you’ve never hired a coach or mentor, for example. Or sell online education if you haven’t invested in courses to further your own skills.
And similarly, it’s hard to create content for a platform if you’re not a consumer of it.
Being a consumer of a thing doesn’t guarantee you’ll succeed at creating it. But it is hard to succeed if you’re not.
A big part of creation is tapping into how it feels to be on the consumption side of the table. If you’ve never been hooked by an idea or channel, it’s hard to have the intuition and context necessary to successfully create around it.
As with all strategy, you’re best to focus on your natural advantages. Those advantages usually include your skills and interests, and just as importantly, the areas your clients care about as well.
If you’re not sure what kind of content to create or channels to be on, look at your consumption habits.
Maybe you’re constantly on LinkedIn or listeing to podcasts. Or you enjoy longform articles and books.
Check to see if your target audience also enjoys those formats, and if so, consider going deep on those first.
Creator/channel alignment is just as important as audience/channel alignment.
—kevin
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