6. Push It Good

An important high-level content distinction is push vs pull: is your audience actively seeking out what you have to say, or are you pushing it to them. Pull is the easier part: someone has typed in your URL, selected your content from Google results, or clicked you on Youtube. These people are already primed, and your job is much simpler. Answer their question. Be straightforward. Entertain.

Figuring out how to push content is much trickier. Who hasn’t gotten an annoying SMS, been bombarded by emails, or hounded on social. Good push content strategy begins with the awareness that you are engaging in the digital version of tugging your audience’s shirt sleeve. 

An important part of pushing content the right way is to recognize that your message is reaching them in the context of where they have elected to spend time. If you find your audience on Twitter, they are there for discourse, not a URL to your website. If they gravitate toward instagram it’s because they are likely looking for a lightweight aesthetic experience not a whole bunch to read. You must respect their digital diet, and show up serving the right kind of meal. 

The formal implications of this digital WHERE round out the WHO WHAT WHEN of our overlap discussion with HOW pt2.