If you dig through the teachings of many of the top marketers over the past few years, it’s easy to get the sense that you’re not doing enough. You’re not taking advantage of enough channels and you’re not #hustling and #grinding hard enough.

Pat Flynn says, “be everywhere.” That means showing up on every platform imaginable. All the social channels, youtube, podcasts, email, retargeting ads, et al.

Gary Vaynerchuck says, “be your own media company.” That means distributing multi-platform content very similar to the “be everywhere” advice. Be a writer, a podcaster, and the star of your own YouTube show (via vlogging).

Oh, and since you likely don’t have a huge team yet, this “be everywhere” approach means learning some graphic design, audio engineering, digital advertising, and video production. There are funnels to worry about and marketing automation systems to setup. A number of things you need to learn and keep track of are mind-boggling.

You see where this is going, right?

I tried to heed the advice of these two brilliant marketers and I got three things in return:

  1. Burnout
  2. Confusion
  3. Less balance

There’s something that needs to be said about all this and I don’t see enough people saying it.

It’s not necessary.

Does it work? Yes, absolutely. You can scale your company by being everywhere.

Or, you can kill your company by killing your passion, drive, happiness, and will to work.

You can also scale without doing to those things. There are many ways to work smarter and not harder. There are ways to hone in on specific platforms and specific types of media and milk them for everything they’re worth.

You can also become a master a repurposing content (recreating the same content in different formats for publishing across different platforms). But that can be a full-time job in itself.

If you were asking me for advice, I would say this: Never try to “be everywhere” by yourself.

If you want to be everywhere, start building a team. Or, to make things even less stressful, enlist the help of an agency.

Either way, heed my warning. Trying to be everywhere by yourself, or trying to be a one-man media company, will end you.

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