Quick answer
Choose one primary channel where your audience already discusses the problems you solve. Check whether your team can produce a useful format for it, then run a small trial with clear measures. Add another channel once you understand what the first one contributes.
Look for relevant conversations first
Ask recent customers where they went to learn about the problem before they bought. Ask about specific people, groups, videos, or newsletters they trust. Review a few of the recommendations to see the kind of questions that attract thoughtful replies. If your audience comments on technical breakdowns but skips broad business advice, record that as a content clue. Someone who buys from you may discover you on social, learn more in an email, and reach out through a referral. The primary channel only has to serve a useful part of that journey.
Match the format to what you can sustain
Imagine a founder selling inventory software for specialty retailers. The product’s most useful examples are small workflows that make sense when you see the screen. Short walkthroughs could be a good fit if the founder can record reliable demos. If their schedule allows for only a weekly writing block, a practical written post with one screenshot may be easier to ship while still answering a real buyer question. Consider where replies or follow-ups can happen, too. A channel is harder to sustain when the team has time to publish but nobody can handle the conversations.
Pick the result before you start the trial
Choose a period long enough to publish a few pieces on a consistent theme, and decide in advance which signals count. For a founder selling services, those might include replies from likely buyers or inquiries that mention a particular topic. Track the time required to prepare, review, and respond to each piece. At the end, compare the quality of the conversations against that effort. If the response is weak, inspect whether the topics were clear and relevant before blaming the channel. One focused test can tell you more than publishing the same broad idea everywhere.
Key takeaways
- Interview customers about where they learn.
- Choose a format you can produce regularly.
- Review audience fit and effort together.