How to Create Content for a Specific Distribution Medium

The message that i send you via the podcast is going to have to be different than the message that i would send you through the mail. A lot of people, but whether it's because of te or something, have been trained that you just make a piece of content and then blast it out on twitter, an lincton and facebook and inch te gram with the same stuff. So what would be your plan for distribution? A new start with the distribution plan and then create content to that, or like, where does it actually start?