#33 Where to put your content

Hey there,

We spend a ton of time talking about what to say on the internet. The MP3 framework, the importance of a strong POV, how to elevate the problem; it’s all well documented in our content.

But we don’t often get into where to say things and how to get your IP in front of the right people.

So today, we break down the three types of places your content can live: intent channels (Google, ChatGPT, YouTube search), discovery channels (LinkedIn, Instagram, TikTok), and relationship channels (podcasts, newsletters). Each one plays a different role, and understanding that role changes how you use them.

Here’s why this conversation matters for service businesses:

If someone finds you through an intent channel like ChatGPT and they’ve never heard of you, they’ll show up as the coldest prospect of all time. Zero groundwork has been laid. They’ll come in with a ton of biases and preexisting thinking that you’ll have to undo before they can ever become a good client.

Compare that to someone who’s been reading your stuff on LinkedIn for six months and finally reaches out. Totally different conversation.

We also share some juicy anecdotes with our own experiences getting clients through these channels. Like how Nick started 1000 Routes a year after going solo, and while basically no one who listened to the show became a client, the people he interviewed did. Nick will tell you why.

See you inside.

Cheers,
Nick and Erica

(00:00) Intro
(00:56) Why placement matters more than frequency
(01:54) Breaking down the three content channels
(03:45) How discovery and intent actually differ
(07:31) Choosing the right channel mix for you
(16:51) How your buyers actually use the internet
(17:37) Playing the long game with relationships
(18:48) Why the right people beat big numbers
(22:58) How premise shapes who you attract
(29:13) Testing ideas and sharpening the signal

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