If Content is King, Community is Queen
In the second instalment of the ‘If Content is King...’ blog series, we’ll look at how identifying and engaging with relevant communities is crucial for the successful creation, distribution and potential impact of online content.
Do you remember when people would read physical newspapers and subscribe to magazines? They did so because they had a keen interest in the subject matter and the editor made it his quest to fill the pages with relevant, interesting and useful information that people would enjoy reading, referencing in conversation, sharing with their friends or – if they felt really passionate – responding to with correspondence to the publication’s Letters page. It was often the case that loyal readers were rewarded with a free gift or exclusive promotion. The publications’ loyal fan base (or readership) was that which kept the circulation figures high, attracting advertisers to keep them in print.
While the media landscape has undoubtedly changed, the principles are exactly the same with online content. Fundamentally, you must:
- Understand, and write for your audience;
- Remember your audience can be your biggest advocate (and thus give them content they’ll enjoy and share);
- Reward your audience and make them feel a part of your online community and;
- Listen to and learn from your audience to constantly develop and improve your content offering.
So how does one apply these principles within the digital world?
“... if there is one thing the Internet has taught me over the past 15 years, large engaged communities are incredible powerful things, both commercially and socially.” Fred Wilson, online venture capitalist, 2011
First and foremost, identify your audience
It goes without saying there is little point producing content without first considering who your audience is. Without this, your content will lack direction and its impact will almost certainly be diluted.
To determine your audience, consider your business objectives and how you wish to be perceived in your particular industry. This will help you to identify who exactly you need to get your message in front of. Understanding who you’re trying to engage with means you can plan the optimal content for your audience(s) with ease.
For example, you may wish to be considered an as authority in the fashion world but simply targeting