Match Your Medium to Your Message (Not the Other Way Around)
Recently, we asked our team what are “marketing hills they will die on,” and Katie and Cassandra hit on two of the big ones.
We beg of you: stop forcing yourself onto platforms that you hate. (That’s why you don’t see Cassandra on TikTok!)
One of the biggest marketing misconceptions is that you must be “everywhere.” In reality, two core truths guide sustainable content marketing:
Get your message right before choosing your medium.
Don’t be on all platforms—you can’t do them all well.
You may think LinkedIn is your space and TikTok isn’t. But you might be surprised where your message resonates. That’s why clarity comes first, distribution second.
Yes, video is powerful.
But if you haaaate being on camera (same!), then play to your strengths. If writing feels natural, blogging is more sustainable—and sustainability is what builds trust.
Choose the platform and medium you can show up for consistently. Not the one influencers tell you is “a must.”
Trust us: it’s far better to dominate one or two channels than be mediocre on five. And, spoiler alert: your audience doesn’t want you everywhere. They want you to show up where you can add value reliably and in a format that actually represents you.
Message first. Medium second. Always.