It’s the story that matters, not the channel

You don’t need a Facebook strategy. You need a content strategy. So says consultant Shel Holtz in this post. “Platforms come and go,” he said “They change. The audiences that embrace them are fickle and abandon them easily for something that better suits them. … For communicators with a content strategy, adjusting to these changes is simple, just like a Mad Men-era advertiser sliding content into new or newly-popular TV series or publications.”

Your stories — your content — are what matter, as I wrote here recently. Write your stories and then decide who cares and where you’ll find them.

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