Find the Job Before the Format
Identify the audience job a source asset can help with before choosing repurposed formats.
The source is not the strategy. The source is raw material. The strategy is the progress you help a specific audience make. Job A job names the progress someone is trying to make. It is stronger than a demographic because it explains motivation. "Marketing manager" is a label; "prove this process is wasting campaign budget" is a job. Stage The same job lands differently across awareness, consideration, and decision. In awareness, the asset helps someone understand the problem. In consideration, it helps them compare approaches. In decision, it removes risk or helps them persuade others. Format Choose the format last.…
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