Emilio Garcia advises resource-constrained marketing teams to pick one or two content hubs and one or two distribution channels, then test for a few months while tracking KPIs. Early data shows whether to continue, double down, or pivot.
One key recommendation that I have here is because most marketing teams are resource constrained, both on money and people, that ideally you pick no more than 1 or 2 content channels or hubs and no more than 1 or 2 distribution channels. Test them for a little time, and little time might be a few months, right? We're not talking about weeks here. And on those few months, you want to start looking at those initial KPIs just to prove that you have some meaningful traction that will allow you to decide if you want to continue or double down on that effort, or if you want to try something else.
