Succeeding in Platform-Based Marketing - Content.

Brands win on platforms by showing up, collaborating with creators, and building content that doesn’t waste a moment.

Content is the work. Infrastructure, channels, research, all of that is setup.

What matters now is what you put into the world.

Start by Watching

Before you create, watch. You already know where your audience spends time. Live there. Scroll, listen, pay attention. Platforms move fast, what landed two weeks ago is irrelevant today. The nuance inside those shifts is what separates content that works from content that falls flat. Don’t chase aesthetics or formats.

Those follow naturally if your response is real. Most of your output won’t be “evergreen.” That’s fine. Focus on showing up in the moment. Every once in a while, a response will stick and turn into something lasting.

Your Brand’s Role

Once you’re in the conversation, ask: what do we add that creators can’t? The obvious answer is budget. But budget is only useful if it unlocks access. Maybe it brings in talent, maybe it stages an event, maybe it makes something possible that a single creator couldn’t pull off.
In 2022, Lexus did this with a live-streamed game show.

They gave up-and-coming streamers a stage, an audience, and the resources to push their careers forward. That wasn’t just content, it was a way of giving the community something it didn’t already have. That’s the point.

Involve the Community

Don’t make content in isolation. Work with creators, big, small, rising. Sometimes the best move is to fund them and get out of the way. Other times, build something together. Either way, use your resources to open doors, not to control the output.

The Power of Live

Live is different. It’s urgent, messy, and unmissable. That’s why it works. A stream isn’t just an event, it’s raw material. Chop it, repackage it, spin it into ads, social cuts, even broadcast spots. One production should fuel ten outputs. Otherwise you’ve wasted it.

Build a Content Ecosystem

Every time you produce, capture more than you think you need. Cameras, streams, behind-the-scenes, add it all. The incremental cost is tiny compared to the value of a library you can pull from. Test formats, push weird ideas, release often. Most of it will disappear into the scroll. Some of it will spark. And every once in a while, the thing you thought would flop is the one that goes viral. That’s the game.

Bottom Line

Content isn’t about perfection. It’s about showing up, experimenting, and scaling what works. Watch closely, collaborate smartly, create relentlessly.

That’s how brands move from talking at communities to building inside them.