“The next evolution of content marketing is not more content; it’s better distribution.” — Christopher Penn

Once, during a consultation call with a client, she was confused about lead generation. One of her questions was, “Which social media channel should I use for lead generation?”

The answer was simple: focus on one channel first, then diversify later. However, it’s important to ensure that you’re discoverable on every channel — if someone searches for your name, they should be able to find you.

One of the biggest challenges I faced when managing multiple social media channels was that the content that worked well on one platform didn’t perform as effectively on others.

It became clear that marketing messages get diluted when we don’t have authority on a new channel. That’s why it’s crucial to first build authority and then diversify later.

I spent over a year trying to build authority across all channels, but the result was that I mastered none.

However, throughout this process, I discovered our brand voice, which will be the key to growing my family business in 2025.

Let me show you how being active on all channels helped me build my brand.

1. Focus on the Right Channel

When I first started, I didn’t know which social media channel to focus on or what type of content to create. That’s why exploring as much as I could was the best decision.

I posted the same content everywhere, but it only worked well on one channel. So, I decided to focus my efforts there.

It’s simple: create content for one place first, then diversify later.

2024 was a breakthrough year for me because focusing on one channel helped me truly discover my brand. That feeling of finding your brand voice is something only a marketer can understand.

Many brands grow simply because they have a strong brand voice that stays in people’s minds for days.

As Austin Kleon once said, “You need to be findable to be found.”

We don’t need to seek attention when we have a clear brand voice, we already know we’re cool.

2. Every channel helps you discover your new side

When we first start out, we often don’t know what our brand is truly about that’s the root cause of most marketing struggles.

We’re always taught to think about our buyer’s problems, but we rarely think about our brand:

• Our brand’s value proposition.
• Our content mission statement.
• What makes us different from our competitors.

As a result, we lack a voice that aligns with our marketing efforts.

When I joined my family business, I noticed our competitors were just another clothing brand. I saw no real difference between their brand and ours.

It took me a year to understand that it’s our story that sets us apart. It’s our story that makes us different from our competitors.

Here’s another example of someone who discovered their brand story.

That’s why I started posting as much as I could on every channel to discover what our brand is truly about.

Posting across multiple channels helped me understand our unique brand voice, which later became the foundation for diversifying our presence on each platform.

3. Strategy come first before distributing

“Before we designed anything, we started with a lot of research to nail down our strategy. It helped to think of Figma the brand as a living entity to better bring it to life. If Figma were a person, how does it walk and talk, and breathe and live? It might wear different clothes every day, but it still has a distinct style.” Tori Hinn Creative Director, Figma

Once you mastered one channel then you should start distributing in other channels.

One of the best strategies is to follow what successful creators do: write long-form content first, and then create short-form content from it.

A lot of creators call this the “Waterfall Strategy.”

4. Strategy comes first before distributing

Once we start, we rely on algorithms to gain more followers. But as we build our brand, we can depend on our followers who share the same beliefs as we do.

That’s why Austin Kleon once said, “You need to be findable to be found.”

We shouldn’t seek attention — we’re already cool. We just need to show others how good we are by sharing what we do.

5. Google loves authority

“Achieving topical authority helps your audience and search engines trust your content on a topic, which in turn improves your ranking.” — Zenbrief

Google processes over 3.5 billion searches per day, and amidst all that content, there are countless voices. When we don’t have a unique voice, ours gets lost among the unwanted noise, and people forget us.

That’s why the best way to stand out is to understand who you are and why you matter, so Google can recognize you as an authority.

You can achieve this by building a strong online presence and being active across multiple channels.

In my journey across social media, I’ve learned that focusing on one platform to build authority leads to greater clarity and success. Don’t dilute your message by spreading yourself too much.

First, you need to spend a lot of time finding those little things that make your brand what it is about.

Every writer has developed their own writing voice, so does your brand need to.