The Death of the Platform Strategy
Stop building on rented land and start creating work that lasts.
For years, ministry leaders kept asking the same question: Which platform should we be on? Facebook. Instagram. X. TikTok. YouTube. Every few years, the answer changed, and organizations scrambled to keep up.
That question has expired.
The better question today is this: How do we create a body of work that survives whatever comes next?
While I do believe we need to be on social media, building your communication strategy around algorithms is exhausting because you don’t own the algorithm. One update can slash your reach overnight, and I’ve seen it happen multiple times. Plus, they don’t like what you’re posting? Suddenly, you’re off the platform.
That’s a shaky foundation for any ministry – particularly in today’s culture.
So, in addition to social media, start investing in intellectual property. Write books that establish your thinking. Publish a newsletter that lands in people’s inboxes. Produce podcasts and videos that can be discovered for years. Speak at events where relationships deepen. Create content that AI search tools can find and recommend long after you hit “publish.”
Each piece strengthens the others. A sermon becomes a podcast. The podcast becomes a blog post. The blog becomes a book chapter. The book creates speaking opportunities. Every format extends the life of your ideas.
That’s how publishers think. Broadcasters worry about today’s audience, but publishers build libraries that keep serving tomorrow’s audience.
Ministries need fewer isolated social posts and more enduring assets, because platforms come and go.
But a trusted voice compounds over time.
Photo by Egor Komarov on Unsplash
Phil Cooke, PhD. has been called “one of the most innovative communicators of our generation.” As a media producer, writer, speaker, and consultant, his client list includes major film studios and TV networks as well as major Christian organizations like Voice of the Martyrs, The Museum of the Bible, The Salvation Army, and others. He’s also coached and consulted with many of the most influential churches and nonprofit organizations in the world, helping them use media to tell their story. You can hear his podcast here.
