### Content Marketing: To Double Down or Diversify?nn**Introduction: Setting the Stage**nnWelcome to another insightful episode of the MarTech Podcast. I’m your host, Benjamin Shapiro, here to delve into the world of marketing and technology. In this episode, we’ll explore a key question facing many businesses today: is product sales or marketing-led growth the right strategy for you? Joining me to discuss this is Rob Freeman, the VP of Marketing at EZO. With EZO's innovative asset management solutions trusted globally, Rob’s insights are backed by robust industry experience.nn**The Debate: Doubling Down or Diversifying?**nnWe kick off the episode with a lightning round, putting Rob in the hot seat. The big question: should companies double down on content marketing or diversify into emerging platforms like TikTok?nnRob offers a compelling argument for diversification. “You never know when a channel will disappear. It’s essential to find where your audience is and pursue them there,” he explains. His standpoint underscores the volatile nature of digital platforms and the need for an adaptable strategy.nnOn the flip side, I argue for doubling down on quality content. Good content has intrinsic value and can be repurposed for different formats and platforms, whether it’s TikTok, Instagram, or a new contender in the market. The crux of my argument is that without quality content, your channel strategy won’t make an impact.nn**Balancing Strategies: The Middle Ground**nnWhile our viewpoints differ, a common thread runs through our discussion: the importance of content as a foundation. Diversifying your platform presence is undeniably wise, especially given today's unpredictable digital landscape. But a diversified strategy needs a bedrock of quality content to stand on.nnFor companies, striking this balance is crucial. It’s about creating engaging, valuable content and then effectively distributing it across multiple channels to reach your target audience wherever they are.nn**A Practical Takeaway: Focus on Fundamentals**nnAs we wrap up the episode, we both agree on one vital takeaway: businesses must focus on their fundamentals. Producing quality content is non-negotiable. Whether you’re leaning towards content marketing or investing in newer platforms, it’s the substance of what you offer that will carve your path to growth.nnMeasure your efforts, listen to your audience, and be ready to pivot when necessary. The digital marketing landscape demands both consistent quality and nimble adaptability.nn**Connecting with Rob and the MarTech Community**nnInterested in delving deeper into these insights? You can connect with Rob Freeman on LinkedIn, follow him on X, or visit his company's website at https://ezo.io/ for more information.nnTo stay updated with the latest episodes of the MarTech Podcast, make sure to subscribe on your favorite podcast platform. You can also follow us on YouTube, Twitter, Instagram, Facebook, or even TikTok.nn**Join the Conversation**nnHave thoughts on the balance between doubling down on content marketing and diversifying your platforms? Share your experiences and insights. Let's continue this conversation on LinkedIn or Twitter. Engage with me directly – I’m open to hearing your takes, challenges, and strategies.nn**Conclusion: The Path Forward**nnThis episode underscores a broader theme in marketing strategy: the delicate dance between consistency and change, quality and reach. By examining these approaches, we strive to equip you with actionable insights that drive your growth.nnUntil next time, keep focusing on what truly matters – keeping your customers happy.nnTrue growth in marketing doesn’t come from following a template but understanding your unique landscape and acting on it. Stay grounded, be ready to evolve, and always prioritize content that resonates. Thanks for tuning into the MarTech Podcast – here’s to your ongoing success.