Content-Led Community
Why Every Marketer on LinkedIn is Talking About it
Hey there, Strategist!
Welcome to the Relationship Driven Growth Strategy Newsletter, where we’ll be applying tried and true native analog strategies for business relationships to the native digital world.
You’re a relationship strategist, so you know relationships aren’t about talking of just yourself, they’re about adding value. So let’s get to it!
Strategy Du Jour - Content-Led Community
LinkedIn and the tech marketing world have been taken over by a new force to be reckoned with- Chris Walker and Refine Labs.
No matter what you’re doing in business, you need to pay attention because:
He grew a service business from zero to 100+ employees (and what we estimate to be >$60M in ARR) in 3 years
He has been able to implement a minimum salary of $75k across his 100+ person team
His number 1 piece of advice for following his path to success?
He calls it, “Content Led Community”.
He credits this as the foundation for his 100k+ followers on LinkedIn, 40k downloads per episode podcast, and massive client acquisition pipeline.
WHAT IS CONTENT-LED COMMUNITY?
From the outside, looking in, it’s as simple as:
He shows up on Zoom weekly alongside his business partner, Megan Bowen
He’s joined by 60-100 attendees that listen to him explain a few concepts he’s been thinking about, then ask him for advice on those topics or anything else on their mind…for you native analogs out there, native digitals call this “AMA”
The call is recorded, and his team then publishes it as a podcast, YouTube video, and video vignettes on LinkedIn
From the inside, it feels like one cohesive movement
If you show up to the call, you’ll find an active chat where people have inside jokes with each other. You’ll notice folks that have grown their personal brand as a result of adding value regularly to the conversation. You’ll see Refine Labs employees actively engaged (some of which were active community members before joining the company).
Above all, you’ll feel welcome, like you’re part of something bigger.
This clearly doesn’t happen overnight. It takes consistent, deliberate execution to operationalize such a valuable, tactical, and enjoyable experience.
This is what happens when masters of their crafts make themselves available to those that need their help, genuinely wanting to add as much value to the ecosystem as possible, and are great strategists- they realize the power of a community.
BUT if you tried this strategy, how would you get people to show up?
What would you speak about?
And most importantly, how do you get it to produce THAT???
Lucky for you, strategist, Chris has just started materializing something that your fellow strategist, Pablo Gonzalez, has been studying and tinkering with for 4+ years.
👉 He’s used a similar framework to turn around a fledgling SaaS startup he worked for.
👉 He’s built a $40M+/year channel and thriving national community for a real estate investing firm.
👉 He’s built a business off this concept, and is helping a couple of dozen other businesses do it, while doing it himself.
In short, results will vary, but it is a strategy you can definitely incorporate into your business, as well.
Let’s break down how you could do this yourself, shall we?
The Mega-Trend of Community:
In our opinion, the future of business development is intrinsically tied to community creation.
As the middle man continues to be squeezed out in industry vertical after industry vertical (books, real estate, movies, your industry here) they have one major edge:
The community your business fosters around it is the only moat that consolidated international tech giants will never have the capacity to cross.
It’s no surprise then that you’ll find “community” near the top of any marketing trend report you’ve read in the past 2 years (right alongside content).
Community is a powerful form of leverage.
Community Reduces the Cost of Client Acquisition
Think about the effect of a prospect listening into a conversation between two of your happiest customers. Now imagine that at scale.
Community Increases Lifetime Value
When is the last time you spent time with a customer that you made insanely happy 2 years ago. If they had a reason to interact with you more, they would think of you when looking for other solutions. Spending time with customers leads to the creation of more products up or downstream from your current offer thanks to the confidence in a validated insight and ease of rolling out to a warm audience.
Community Fuels Your Marketing and Sales Efforts
Would you rather show your prospects videos, audio, and messaging about how good your product is or videos, audio, and messaging of people talking telling them how much your product helped them?
But when you look at the top 3 problems for having success with a community program, you’ll find “engagement” at the top of that list.
It’s a lot easier to gather a group than to keep the group’s attention. Some form of program. Some sort of ritual. Something that clearly answers the question “what’s in it for me?”, for every community member, needs to exist.
Our preferred solution for it is based on what we call co-creation.
Co-creation has been around for a while, but it’s more prevalent than ever in the digital world.
Why is that? It can be boiled down to the following reasons…
Why Co-Creation of Content?
1. Two Heads Are Better Than One: Co-creation is a great way to outsource the creativity process and gather great ideas while doing less than half the work as a creator.
2. It Outsources Context: You can get into the customer’s head without having to do all the legwork. They’ll do it for you if you let them create alongside you.
3. Ownership of Mission: it’s more powerful to have your clients feeling like they have a sense of ownership over something you do together than a one-way transaction.
The most practical form of co-creation you can focus on is involving your customers, team, and business network in the content-creation of your marketing materials.
“Relationships will always beat transactions.”
This is what Chris Walker has done.
Here is how…
The Internet Talk Show Method:
We’re living in the ‘experience economy’, and the experience that delivers the most value will win.
Engaging content that educates, entertains, and inspires will continue to work, if you want to compete on content alone. But bombarding your prospects and clients with content that isn’t top notch will get you tuned out quickly these days.
People don’t just want to be served, they want to be enabled.
They don’t just want to consume, they want to create.
And lucky for us, almost everyone can use new friends and a little extra marketing content made about them.
This is why an interactive talk show is the perfect vehicle.
When you bring an expert on a stage, and allow for people to gather for their wisdom, it creates a room full of people that care about similar things.
That enables connection.
When you make it clear that the audience’s questions take precedence over your own, you allow for people to share the stage with an expert, momentarily.
This elevates their status.
When you regularly show up in front of your ideal clients with value, you become their first in their mind when they want to solve a problem.
This makes you a category queen.
When you record all of this, you build a potent content engine that can be distributed in organic and paid channels everywhere your industry spends time.
This makes you omnipresent.
How Internet Talk Shows Drive Business Results: A Case Study
Gregg Cohen and his partners had done well for themselves. Their obsession with customer service and emphasis on a core-value-driven company culture had led to the creation of a $150 million turn-key rental property business, multiple “Best Places to Work” awards, cover stories on the front page of the Wall Street Journal and a competitive advantage everybody wants, but few could get: a reputation for consistently overdelivering to their clients.
This happened because JWB Real Estate Capital (his company) had a differentiated offering, a value-aggregated sales process that ensured their pipeline would turn into happy clients, and a vertically integrated business model for wealth creation turned owning a cash-flowing rental properties into the experience of owning a bond (consistent returns) with the value of having an extraordinary stock portfolio (returns almost 50% higher than a Berkshire Hathaway stock).
Yet, even with an extraordinary product and team, JWB still had its weak spots. Their client acquisition was over-leveraged towards a singular referral channel. As the acting CMO, Gregg knew, that a smart content strategy could solve that.
First Content Strategy and Meet-Up With Strategist Pablo:
Gregg gathered his team and brainstormed what they could do. They decided to make videos, posts, and articles around what made JWB great in the first place: their in-house expertise and extraordinary company culture.
As a real estate company with uncommon scale, he decided that they would create educational content around their asset class on a weekly basis.
Because he knew JWB was a special place to work, he also figured he could capture magical moments happening in the office as long as he was paying attention and recording when they happened.
However, he soon felt over-burdened with:
The ideation of new topics after the first couple obvious ones.
The production of ideas they came up with, in a way that could educate, entertain, and inspire.
The douchey feeling of continually asking teammates to repeat the great moment that happened in the office so he could capture it.
The feeling that a co-founder of a $150M company, shouldn’t be spending 20 hours per week running around trying to be an influencer.
After 6 months of drudgery, Gregg ran into Pablo at the Golf Tournament JWB hosts to raise funds and donate a home to a veteran. (Did we mention they had a great culture?)
This was the second time they spoke about a community-led content strategy, but this time, Gregg was ready to listen.
They met over drinks at a bar and Pablo presented to him his category-defining, world-changing-or-so-he-thought idea to create a content-led community through an internet talk show.
Pablo went into more:
“Your clientele is full of interesting people, and your team is full of intelligent and valuable people. You’ve built an incredible network in your ecosystem of educators and experts…”
Gregg smirked.
“So why are you trying to be Superman, when you can create the Avengers?”
“Huh?” Gregg thought to himself. He didn’t really see it at first.
“Instead of you being a jack-of-all-trades and one-man army of content, you can instead highlight the greatness and intelligence of all these fascinating people around you!”
Gregg was still skeptical.
Pablo went further:
“When people want to buy something from a company, invest with one (JWB was in real estate investing), OR consume their content, they ask themselves three questions:
Is this interesting?
Do I trust them?
Is it for me?
If we can invite people to discuss topics that your ideal clientele is interested in, add context to the topic while answering questions they have at the time in a helpful manner, and let them interact with all the other brilliant people that have decided this was a good idea, those questions will answer themselves BEFORE they ever ask talk to your sales team.”
Pablo took a sip from his drink and kept going.
“The easiest way to do that is to have a regular appearance online where you talk to either a client, an expert, or a teammate about something that they care about, and make it clear they can drive the conversation. And from that, we could build a content flywheel that covers all mediums.”
Right when Gregg was about to buy in, Pablo continued…
“Here’s the catch, though, this can’t only be about real estate. Your ideal clients aren’t only wondering about the numbers of a rental property transaction. They are wondering what makes Jacksonville special. They’re thinking they may be missing out on crypto. They’re wondering how to explain this idea to their husband. They’re making a really complex decision and our job is to empower them with all the information they need to know if there is a better option out there for them.”
It took some time for Gregg to fully embrace strategist Pablo’s ideas. But embrace them, he did.
The Internet Talk Show In Practice:
On the first week of January 2020, Pablo, Gregg, and three other relationship strategists (Coty, Kate, and Luis) sat down to build the strategy for a JWB internet talk show that they named, “The Not Your Average Investor Show.” The first show was recorded on January 28th.
When the world shut down, in mid-March of 2020, the panic in the rental property investing market was rampant. The idea that renters could lose their income, and the ability to afford rent, while the government imposed eviction moratoriums were terrifying to rental property investors.
In that crucial moment of chaos, having a regularly scheduled moment, where the folks whom had trusted Gregg’s team with their retirement plans, could see him, ask him questions, and get up to date information on their assets proved invaluable. Clients didn’t panic and rush into a fire sale (saving potential churn).
JWB’s team weren’t bombarded with calls to answer the same questions over and over (reducing operational costs). People feeling isolated and afraid realized they weren’t alone (creating a sense of community). Gregg’s early advice- which seemed contrarian at the time- turned out to be accurate (skyrocketing trust and brand affinity).
By the end of June 2020, JWB’s online sales channel had grown by 45% from Q1.
By December of 2020, they were hosting a “fan appreciation show”. Client after client came on to tell the world how this webinar, branded as a show had;
Added tremendous value to their lives
Them feeling like they were part of a community and
Been the reason they did business with JWB.
Q4 of 2020 became the first of JWB’s consecutive biggest quarters ever. That trend kept going strong for the next two quarters as the community of the NYAIS strengthened itself. This was on the back of a new phenomenon that JWB hadn’t experienced since their early days of selling to friends and families- they were selling homes in bundles.
New clients weren’t hopping on the phone with sales to see a house and decide whether they liked it or not. They were hopping on to tell the sales team how much money they wanted to allocate in this asset class and ask how many homes that would be.
The internet talk show is not just a direct-to-consumer sales channel and community creator.
It became an ultra-efficient way to simplify an extremely complex decision at scale.
Internet Talk Show to Relationship Flywheel:
(Thanks to the ITS Method, JWB’s sales tripled from 25 million in Q1 to 75+ Million in Q4)
By the end of year 1, JWB used the ITS method to :
Generate over $40 million in revenue
Go from getting 4-5 people on webinars weekly to regularly having 100+ per week
Grow a Facebook group of over 2,000 likeminded investors
Go from the vulnerability of having 65% of their sales coming from 1 high priced outside referral partner to bringing 60% of their sales through a channel they owned
Here’s how you can create your own internet talk show.
The Internet Talk Show Audience Life Cycle
A subject matter expert (maybe that’s you, maybe it’s someone else in your company) creates content online (in the form of an interview or solo), in front of a live audience consisting of prospects and clients that ask questions and interact with you in the chat.
The Internet Talk Show (ITS) way of co-creation is awesome because it allows you to bypass the #1 reason why 99% of internet users aren’t making content: The struggle of getting the first fan.
With internet talk shows, you don’t even need an audience. You’re leveraging the audience of your guests.
You might say, isn’t that insufficient in the long-term? After all, if you’re not having an audience, you’re basically renting your efforts and time in the digital world, while everybody else is trying to build their own house (loyal audience).
It’s quite the opposite, actually.
If you show your guest’s audience that you are a good interviewer, willing to help get their question (as opposed to yours) answered in front of their hero (the guest) they will repay you by sticking around. As the great Eddie Yoon says, “a Superconsumer of 1 category is a Superconsumer of 9.”
With enough patience and persistence, in the span of a few months, you will start to see your first set of regulars attending every show. These are your avengers.
You might think that’s just a waste of time, that the better way is to try to build an audience right away. But let us ask you this: have you ever tried filling a pool with a leaky bucket?
In the beginning, very few (especially business) creators deserve an audience. Their content is mediocre, they have yet to find their style and they are not as professional. Devoting resources to building an audience in the beginning is like pouring water into a leaky bucket, to bring it to your site.
Now how about instead of trying to bring the water over to your pool with a leaky bucket, we instead build the pool right next to the well?
If your ultimate goal is the right relationships- which, let’s face it, is the key to success- start off by connecting with the people in your industry with the most expertise, credibility, and influence. These are the guests (stars!) of your show. An hour of your time spent with someone of this caliber should always be a no-brainer, but often we get the question- “what’s in it for them?”
The simple answer: an opportunity to spread their message.
Being asked to go to take a call, grab a cup of coffee, or go to lunch with someone is a profoundly different consideration than being a guest on someone’s podcast. It’s all about the scalability of the activity. Just like the right introduction can change your life, a podcast that is listened to by the right person can be that introduction. Your guest knows that, and will make time to spend an hour with you for that opportunity.
But we’re not just talking about a podcast.
We’re talking about an Internet Talk Show.
This means that others like you, who admire your guest and would love to ask them a couple questions, get a chance to do just that. This creates a win-win-win scenario.
🏆 The audience wins by getting to meet their hero.
🏆 Your guest wins by getting a chance to engage with their super consumers.
🏆 You win by being guilty of tapping into an existing audience with similar interests as yours.
This is just the beginning of building relationships at scale.
LET’S TALK RELATIONSHIPS
Let’s make something clear:
Despite the new nature of this method being digital,
Despite the fact that we are creating content marketing materials,
The backbone of content-led communities is human-to-human relationships.
Whether you choose to create an internet talk show, a podcast, a youtube channel, an online group- everything hinges on the relationships you can build with the people you are doing it for.
If you want to leverage existing audiences, you have to build great relationships with your guests and their fans. If you want to create an audience from scratch, you have to establish yourself as a trusted individual who provides a lot of value and is more attuned to giving than taking.
Adding value is at the core of relationship building, and we’re going to repeat that ‘till the day someone pulls the plug on the matrix.
The 4 Types Of Relationships:
The beauty of the internet talk show is that you can simultaneously drive 4 vectors of relationships.
1. Host To Guest Relationship:
This is where you let the guest shine. You’re there to help her spread her message by asking great questions and contextualizing to your audience. You’re there as a stage, not the star.
The goal is for your guest to leave that interaction thinking they’ve never felt smarter, more impactful, or better understood. If you do this right, they will ask for the recording so they can use it as a way for people to get to know them better. This means more people get to know YOU better, too.
Remember, the better they look, the happier your audience will be that you provided access to them. You want to be guilty by association with greatness.
2. Host To Audience Relationship:
These are the guests of your dinner party. Acknowledge the audience early and often. Make them feel like the stage is partially theirs.
You do this by saying their names, recognizing their comments, complimenting them for the questions they ask, remembering things they’ve brought up on past calls, giving them nicknames when they show up a couple times, and always, always, always thanking and honoring them for taking time out of their day to show up. The more you share the stage with them, the more they’ll return.
3. Guest To Audience Relationship:
This is where you serve as the connector. When your audience asks a great question, you don’t just pick it out and read it. You add as much context to it as you can.
You want it to feel like you are introducing an old friend to a new friend. This is valuable for your guests because the more context they have, the better answer they can provide (remember, you are trying to make them look as good as possible!).
As your audience begins to understand that questions get rewarded with notoriety, they will be eager to participate more.
4. Guest To Guest Relationship:
This is where the community is built. When the chat function of your webinar becomes a social conversation as much as a commentary on the content, you’ve achieved it.
Think about it. How often do you show up somewhere, not because of what is happening there, but because of who will be there? By making the audience members that participate, feel like they also belong on stage, you are making everyone else see them that way, too.
You are creating attractive characters that others want to be around and be like. You should tell your audience to connect with the person that just asked the great question or made a funny comment as often as you can.
Avoid taking on the burden of being Superman.
Create the Avengers instead.
Now that you have a basic understanding of the relationships that form the nucleus of your content strategy as a co-creator, let’s move on to how you can create a powerful flywheel of infinite content:
What Content Does Your Audience Want To See?
This is where you really need to turn on your strategist brain because we’re about to share something that most people tend to fight at first.
Clients care less about you than they do about themselves. For that reason, you need to understand that IF you want to build a community, your content stream CANNOT be about your product, your company, or yourself.
Your content stream needs to be about how to make the people you wish to serve successful, beyond the use of your product or service.
In order to make that happen, here is the question you need to ask yourself:
“What are my clients ultimately trying to achieve, and what do they need to learn about to achieve their desired outcomes before, during, and after they consider using my product?”
If you’re thinking about this correctly, there should be a maximum of 20% head space that actually involves thinking about you and your solution.
Read that one again.
If you don’t believe it, ask yourself if you think of a service provider, tool, or product that you use more than one full day a week. Then remember- your clients are just like you.
Once you start mapping these topics out, you’ll notice that they start to form what we like to call “Content Lanes”.
Content Lanes: The Bumper Rails of Internet Talk Show
Let’s go back to the bar.
When strategist Pablo told Gregg:
“Here’s the catch, though, this can’t only be about real estate. Your ideal clients aren’t only wondering about the numbers of a rental property transaction. They are wondering what makes Jacksonville special. They’re thinking they may be missing out on crypto. They’re wondering how to explain this idea to their husband. They’re making a really complex decision and our job is to empower them with all the information they need to know if there is a better option out there for them.”
Content lanes were born, but they needed a little bit of nurturing, and it took the village of strategists (remember Coty, Kate, and Luis?) to raise them.
They thought long and hard about the question posed above:
“What do people trying to “people” need to learn about, to achieve financial independence before, during, and after adding “Jacksonville single family rental homes” passively to their portfolio?”
Examples of JWB’s Content Lanes
Individual topics turned to general subjects where the topics fit and soon, they were organized in lanes. Here are the lanes they came up with:
Investment asset classes
Anyone looking to reach financial independence is looking at many different ways to do it and comparing them first. They are likely to have some form of 401k. They have probably begun getting educated in the stock market and other classes, but are looking for more.
Their ability to understand how the risk/reward profile of the different funds compares to asset classes like real estate, crypto, and commodities. It’s something they need, to make the best decisions for themselves.
Real Estate Education
Real estate, by itself, is a diverse asset class that draws attention from most Americans seeking to build wealth. There are different types of real estate such as commercial, industrial, and residential. There are variations within each type such as multi-family and single family residential. There are different ways to invest in each variation and type, like syndications, REITS, and individual investments.
There are different philosophies, like buying and holding versus flipping. Within each of those variations, is the local market dynamics that will inevitably affect them. Savvy investors need to understand these things to make great decisions.
Passive vs Active Investing
One giant differentiator at the top of every consideration is how much time and expertise you have, especially in real estate. This lane is meant to educate the community on how to either spot a great service provider, or learn how to do it themselves. Either way, this will bring value to anyone looking to build wealth.
Jacksonville Market Education
Since every market is different, understanding what makes Jacksonville, FL one of the fastest growing cities in America and how that should affect an investor’s strategy, is crucial to anyone considering investing in Jacksonville real estate. Notice that this is the only lane that fits squarely in the 20% of the product being sold, not entirely.
Who Else is Doing This?
Investing large sums of money is exciting, but it’s also terrifying. Meeting and learning from others doing it, allows potential investors to contextualize the decision for themselves plus learn about what else has worked for their peers. This also goes back to strategist Pablo’s initial assertion that JWB’s clientele was “full of interesting people”. These people have a lot of value- to offer folks like them and folks that want to be them.
Knowing these lanes early on made it easy to create a cadence of topics that the team felt confident would provide value and bring the right people together. Any time a show could cross multiple lanes, like a JWB investor with deep expertise in other asset classes (from tech stocks to alpaca farms!), that also owned different types of real estate (commercial buildings and multifamily) in multiple other markets, would be a home run.
Examples of Wrenne Financial’s Content Lanes
This is for a show called Finance for Physicians- How Financial Wellness Creates Healthier Doctors and Patients. The four categories in pink represent the four content lanes. The topics in blue are themes to cover within that content lane.
Like we said, time to turn on your strategist brain. See if you can understand how these lanes fit into the theme of the show. Let us know in the comments.
Repurposing Content: Turning Your ‘ITS’ Into A Frictionless Nurture Machine
Once an ITS is created, it becomes the nuclear reactor for your content-led community. Now you need to distribute the energy in the power lines that reach your community. These lines are the social networks, YouTube, podcast directories, and blogosphere.
You want to create content that is contextual to the members of your community that spend time in these places so they can see the magic that happens at the ITS, decide if they want to be a part of it, and be able to easily join.
This means you’ll want to:
Publish an edited video recording on YouTube with proper intros, outros, and descriptions
Publish an edited audio recording in all the podcast directories with proper intros, outros, and descriptions
Publish a blog about the conversation
Extract and publish micro-content videos and quote cards about the lessons being learned and relationships being made on the show across the social media networks your community most loves with proper formatting, subtitles, and captions
You want to take your one seed (the ITS) and plant it in as many different pots as possible (formats) across as many ecosystems as possible (platforms) so it has a chance to grow.
Now think like a relationship strategist. This would allow a lost member of your tribe to see something that’s interesting to them in a short piece of content where they normally spend time, get all the context they need by watching/listening/reading the long form content on their own schedule, and opt into engaging with the community at their water cooler- your ITS.
Repurposing Process
Look, we know the information we’re giving you might seem a bit overwhelming.
Sure, if you want to make the most out of the ITS method, you may have to get your whole marketing team on. But that doesn’t have to be the case in the beginning. It definitely wasn’t for us! Strategist Pablo started with his editor JP and grew from there.
We want to tell you exactly how we do it, so you can take massive action.
Get Our Content Playbook
The most important thing is to get started and we’re going to give you our own playbook in six steps:
Transcribe. Find a way to transcribe the video format of your talk show episode into a written form. We recommend using Descript. It’s one of the best transcription software on the market and it’s adding new features every single month!
Select Content. Highlight the quotes, excerpts, and paragraphs from the transcribed video that you can turn into posts, quote cards, short videos, etc.
Edit. Then, send these highlights to the video editor. The editor cuts them out and turns them into mini bits of content that are sent over to the Batch Board document (we use Airtable to create our Batch Boards)
Side note: The Batch Board is the place where you store your mini content files, as well as the place where you brainstorm both the headline and the captions for your social media posts.
Write. Your copywriter enters the Batch Board and writes the headlines and captions for all the quote cards and short videos.
QC. Once the copywriter’s done, the editor adds the necessary changes (edits the quote cards, puts headlines on the videos).
Publish. The editor sends the ready repurposed pieces of content over to the content distributor.
No Team? No Problem!
If you are a one-person team (or as we like to call a one-person army!) you can still do this!
Strategist Isar hosted a whole masterclass on how to pursue the ITS method even if you are solo. You can check it out here.
The goal of this repurposing process is to get you to one day completely phase out and have a team that can automatically do that for you.
However, we don’t all have the chance to employ our dream team at the start.
The playbook, alongside strategist Isar’s masterclass, is more than enough to get you started on the path!
Now’s The Time To Build
11 years ago, Marc Andreessen, the extravagant co-founder of Netscape, wrote an article in the WSJ, titled - “Why Software Is Eating The World”.
Even if you’re not a tech geek, we’d recommend you to read the article. It’s an incredible testament to the power of software and human ingenuity… but it’s even more interesting if you look at it through the lens of the community builder.
The cost of different technologies keeps getting lower and lower. Almost the whole world can open their own little digital corner shop on the internet and do whatever they want… the tech that was once highly bleeding edge (such as cloud computing during the days of Loudcloud, where the cost of using it as a customer was $150,000 a month) is now highly commoditized (You can now use Dropbox and power your small to mid-sized business for a little over $20 a month.)
But there are some things that are increasing.
Communities.
Back in the early days, the internet was this new, chaotic library of ungodly amounts of information and the world spent a lot of time (and capital) trying to figure out how to create their own sections in that big library.
Nowadays, the sections are already made. We have social media, we are more connected than ever and can access incredible amounts of information at our fingertips.
The problem is that we are starting to figure out how unorganized those sections are. We find that we don’t really care about the law section and prefer the design section. But the library of the web is so big that we don’t even know where the design section is.
And what’s even crazier, is that sometimes the sections don’t even exist and the readers are left to wander and die of boredom inside the gigantic digital clutter of information.
We have to create these sections.
We, the community builders, have to build as many online communities as we can. The modern world has lost its connection to humanity.
So many people are feeling lost today, thinking that they are alone. It’s up to us, as businesses and communities to show them that’s not the case. We’re in for an economy where everybody will demand a group for their weird interest.
If you are passionate about community building, now’s the time to create your own little section in the vast library of the internet and attract that weird (and weird is a relative term here) group of people that you vibe with the most!
Let’s stop living in other people’s sections. Let’s create our own.
‘Till next time, strategists.
PS: If you want us to personally help you with your community-building efforts, we invite you to come to our next Relationship Driven Growth Bootcamp! The new season kicks off on the 10th of October and it’s going to be prolonged from the usual 4 to 6 weeks.
You can add our Bootcamp calendar by clicking here.
Learn something? Our only ask is to spread the word so we can educate more business strategists like you and create better relationships. Hit share and tell a friend.