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independence6 unconnected
applies to

b2b and consumer, needs an existing audience

confidence

high

evidence

9 claims · 8 articles · 4 receipts

window

2016-02-01 → 2024-01-03

6 builders who never spoke to each other

Make your members the content

Interview both the recognised names and the ordinary members of your niche, republish what members make under your own banner, and take topics straight from conversations already running in the group. It hands reach to people who had none, turns them into advocates, and positions you as the hub rather than another broadcaster.

The method

  1. 01

    Interview both the leaders and the ordinary members of your niche on your own blog, which hands them reach and makes you the hub of the tribe.

  2. 02

    Republish user generated content on your blog so regular community members become influencers through your channels.

  3. 03

    Never write from a blank slate. Take topics from conversations already running in your community and add your own angle, the same way you would validate a software idea by listening to complaints.

  4. 04

    Give the people who buy the thing the stage alongside the people who sell it, rather than filling the schedule with operators talking to operators.

  5. 05

    Run an interview series featuring your own clients, which doubles as content for prospects and as a reason for past clients to re-engage.

What it returned

  • 2022

    Atlas Obscura readers submit obscure places, write reviews, mark locations as visited or wanted, and build lists in their accounts. 2022 revenue was expected at $21M, more than triple 2021, with about $14M of that from brand partnerships.

  • For the People At Work Summit Hillman wanted members of coworking spaces speaking, not only the people who run them, since existing conferences already covered the operator angle well.

  • Maia's interview series ran alongside targeted Instagram content and she credits that combination with bookings, being booked out a month ahead.

  • FeedbackPanda ran one customer spotlight every week and always had several queued

Sources

the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

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the second source

Three plays a week, for the phase you are in

No roundup of links, no news. Three tactics more than one builder arrived at separately, with the numbers each one returned and the disagreements left in.

963 corroborated plays to draw from · 3 a week

One email a week. Unsubscribe in one click, and the address is used for this and nothing else.