This document discusses strategies for creating content in a growing community. It recommends (1) starting with "selfish" content in areas you are already interested in and using it as an opportunity to connect with potential customers. (2) Treating content creation as an experiment by testing ideas on a small audience before going broad and being willing to fail with the first version. (3) Iterating content continually through feedback and improvements to get through "the dip" of low engagement periods. The overall approach is to experiment openly and use feedback to constantly refine and improve content.
5. Begin with a little selfishness
1.
CREATING CONTENT IN A GROWING COMMUNITY
6. Video
Webinar
Public speaking
Blog posts
Guest posts
Book
White paper
Press interviews
How-to guides
Podcasts
Online course
Conference hosting
Event sponsorship
Twitter chats
Facebook live
Infographic
Newsletters
Snapchat
Sponsored content on blogs or media sites
Physical content (swag, pamphlets, tshirts)
Reviews
CONTENT: WE CAN’T DO ALL THE THINGS
Microsite
Magazine
Meetup Group
Case study
34. 1. BEGIN WITH “SELFISH” CONTENT
Start with an inventory and competitive
analysis.
Build in areas you already care about, but
give extra thought to platforms where no
one in your market has built a community.
35. 1. BEGIN WITH “SELFISH” CONTENT
Use content development as an excuse to
start conversations with dream
customers/clients.
“Can I interview you for….?”
“I’m writing an article on ______, and I’d
love to hear your thoughts on…”?
36. 2. IT’S AN EXPERIMENT
Start with a ‘beta’ of an idea. How can you
test your content on a smaller audience
before going broad?
- ads?
- small email newsletter sends?
- a pre-planned run of events, videos,
podcasts?
37. 2. IT’S AN EXPERIMENT
”Read the room” – measure audience
response.