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Test channels, drop them temporarily
Testing channels
The approach comes from a book called Traction, which treats growth strategies as an experimentation framework. The channels might be a talk, Twitter, other socials, blog posts, or webinars. Choose a few, run them over a few weeks, and see whether they resonate.
Keep or set aside
If a channel works, keep doing it. If it doesn't, drop it temporarily and come back to it at some point in the future, not for good.
Know the audience
Every audience is different, so the right topics differ too. A company that copied another company exactly but targeted a different demographic might not be able to write about infrastructure and would need much more basic material. The practical advice is to write about everything, from how something was built to case studies and examples, and see what sticks.
Why test marketing channels for only weeks?
A short test gives a signal before much time or money goes in. The book Traction, by Gabriel Weinberg and Justin Mares, proposes a method called the Bullseye framework for this: brainstorm many channels, run cheap tests on the most promising, then focus on the one that works. The book lists 19 traction channels as the starting pool.
Why drop a channel only temporarily?
A channel can fail a test because of how it was run, not because of the channel itself. Audiences, products, and platforms also change over time. Social platforms revise their ranking algorithms often, which alters the reach any channel can deliver from one quarter to the next.
How does audience change what to write?
Technical readers search for implementation detail, and newcomers search for basics, so content has to fit the knowledge of the people it targets. Content marketers often sort material by funnel stage: awareness, consideration, and decision. Each stage draws a different kind of query and a different kind of article.