What Separates Great From Good?

Great vs. Good: Media Best Practices That Truly Engage Your Audience

In a media-saturated world, simply creating content isn't enough. Organizations—whether nonprofits, ministries, or small businesses—must strategically craft and deliver media that cuts through the noise and actually engages their audience. While many are doing good work, a few best practices consistently elevate the great communicators. Here are three that set them apart:

1. Audience-First Storytelling

Great media begins with a clear understanding of who you're speaking to. It’s not just about sharing your message—it’s about making your audience feel seen and understood. Organizations that excel don’t just talk about what they do; they tell stories that show why it matters. They shape content around the viewer’s needs, not just their own agenda.

2. Platform-Optimized Content

The best organizations tailor their media for where it will be consumed. A square social post isn't just a cropped version of a widescreen video. A YouTube recap video has a different rhythm than a Sunday livestream. Great media teams understand how to adjust pacing, framing, and even tone depending on the platform. Every channel has its own language—and great content speaks it fluently.

3. Consistency Over Intensity

Flashy one-off videos are easy to celebrate, but the most engaging organizations build trust with consistency. That doesn’t mean flooding your feed with content—it means showing up regularly with meaningful, branded, high-quality media. The greats don’t just make a splash; they build a steady stream.