In many ways, I live in two different but equally effective worlds of marketing. On one side, I focus on Search Engine Optimization, helping people get their websites found on Google and the other search engines. On the other side, I work with business owners who want to take advantage of social media to build their brand and bring people into their world through Twitter and Facebook.
While these worlds might seem different, they are all bound together by one very important thing: content.
But not all content is created equal. Some content is used just as bait for the search engines, targeting keywords and hopefully getting noticed by the Linkerati (the community of people on websites like Digg, StumbleUpon, and Delicious who will link to and vote for your content). But what if you can’t find those hidden gem keywords for your business? What happens then?
That’s the point when you not only need to create your content, you also need to create a community around it.
What does this community look like? In Internet marketing terms, you’ve probably heard of building a list and email marketing. While this space could easily be used for discussing the intricacies of these processes, I think it’s important to step back and see exactly why they are such powerful tools.
Here’s the honest truth. Articles go unread. Videos go unwatched. Tweets and Facebook statuses get ignored. There’s one more powerful variable that defeats every form of marketing available. It’s having people who believe in what you’re doing - and believe that what you’re doing can change their lives. When these people are on your list, they’ve given you a nod of approval. And they’re the ones who you should be sharing your videos, blog posts, and articles with. It’s never the format, it’s the reader behind it that matters.
I see a lot of marketers discussing article marketing, video marketing, social media marketing, and on and on and on. But you’re never just doing videos or creating a podcast, you’re creating a way to start a conversation with people who might be interested in what you have to share. The most unsuccessful businesses seem to be the ones who want to eschew the conversations and just throw things out in the world hoping they bring in tons of money.
No one feels empowered and ready to take action when they feel like they’re being talked at, when you can tell that the person writing the article or doing the video is targeting thousands of people. The secret with your content is to make it seem like you have just one person in mind. Get into that person’s mind, really try to think what their questions are, and do everything you can to answer them.
I know it seems difficult but you must have at least one person who has used your coaching services or attended a group session with you. If you’ve helped even one person make measurable changes in their life and you’ve been there for them on their journey, you have started to create a community. That’s the type of person you want to read your articles, watch your videos, and to receive your Tweets.
The next step for you? First decide how you’re going to start a conversation. Where will you find these people? What do they prefer to do - read an article or watch a video? The format of your message will always be secondary to how you’re going to find people that will benefit from what you have to say.
What are you doing to create a community around your content? Leave a comment below! I’d love to hear what you think.
