In 2017, I launched my podcast in Romania. At the time, I was laser-focused on audio content.
I believed it was the only way to grow my audience, be discoverable, and monetize my project. I was wrong. If I had started with YouTube and then moved to audio, my podcast would be in a completely different place today.
Starting a podcast in Romania back then was pioneering. I was one of the first, and I helped many big creators and brands launch their own podcasts.
But I was too obsessed with the audio format. I wasn’t open to sharing my message on multiple channels. It wasn’t until a few years later that I started publishing on YouTube. The traction was immediate and significant. This made me realize how much potential I had missed by not being format-agnostic from the beginning.
YouTube is a beast.
It’s a platform that offers discoverability, recommendations, and a huge audience.
When Jay Clouse said he would start a YouTube-first podcast and then audio, it hit me hard.
Why hadn’t I thought of that?
Because I was only focused on what I thought was important- the type of content.
I wasn’t obsessed with the idea of spreading my message, regardless of the platform or content type.
Dave Ramsey also mentioned in an interview with Sean from Think Media that he’s format agnostic.
All he cares about is spreading his message as widely as possible.
I love the format agnostic concept.
I think founders, marketers and entrepreneurs should embrace this mentality and become a format agnostic but a message obsessed creator.
That’s why I’m writing about it and will spread this message in my training and with my clients.
- Don’t be obsessed with the format: It’s not about the medium. It’s about the message. Whether it’s audio, video, text, or images, focus on how the information can help someone.
- Think about your audience: How is your audience consuming content? Create content that meets them where they are. Whether they’re on YouTube, listening to a podcast, or reading a blog, be there.
- Be open to new platforms: Don’t be afraid to embrace new platforms. Your message deserves to be heard, and each platform has its unique strengths.
- Focus on the value: What value does your content provide? If it’s valuable, it will find its audience, no matter the format.
This is the audience-first approach that is prioritizing the needs and preferences of your audience above all else.
This mindset shift is crucial among successful B2B creators because it ensures that content is tailored to what the audience truly values, rather than what the creator prefers to produce.
By understanding who your audience is, where they spend their time, and what problems they face, you can create highly relevant content. This not only enhances engagement but also builds a loyal community, ultimately leading to better product-market fit and sustainable growth.
If Linkedin is doing great today that’s awesome. Make your message heard there. But if tomorrow we will see Threads getting more and more traction, then make sure you will also embrace that platform too.
By integrating this audience-first strategy into your format-agnostic approach, you ensure that every piece of content you create is designed to meet your audience’s needs, regardless of the platform or format.
Being format agnostic is important for B2B creators.
Embrace new platforms, be open to change, and always prioritize your audience.
This approach will not only help you grow but also ensure your message is heard by those who need it the most.
In the end, it’s all about spreading your message as widely as possible.
Be format agnostic and watch your influence grow.