I just got done listening to a very fine (and free) 5-part series on Building Your Business With Content Marketing” with Brian Clark from Copyblogger and Michael Port. These guys are super-pros when it comes to building a tribe, marketing online and using social media to meet new friends and keep the old.
And it made me realize that ever since I fell in love Internet marketing, so long ago, that so much of the advice from experts is about creating high-value content. How many times have I heard “Content is king!”
And I get it. Offering high value via your blog, your social media platforms and marketing streams is critically important. But I do believe that content is no longer king. I believe content has been overthrown by something even more likely to build your business and create a enthusiastic tribe of fans and clients.
Content is being overthrown by connection… the ability to authentically connect with another human being (or group of human beings). Because let’s face it. There is so much great content out there right now! Everyone is churning it out left and right (because we’ve been told to!) and there’s a lot of incredibly valuable content available… for free.
The truth is, no one needs more information. We all have enough information. Too much information. What we are really craving now is connection, interaction and the assurance. We want to know there’s someone listening as well as speaking, someone who is paying attention and wants to be of service.
No wonder social media is so red hot! No wonder Facebook is now one of the most populated virtual countries in the world! People are hungry to connect with other people! They don’t want to download and ingest more content. They want to party! They want to be part of the conversation. They want to be heard.
So, how can you offer an authentic connection rather than just more content?
It starts with a genuine desire to know and listen to your tribe — those people out there in Internet land who are circling your website, your Facebook Page, your LinkedIn profile, etc. It starts by thinking of how you can create more conversations rather than more content. It starts by showing up as a real person (not just an expert) and listening. And offering support.
Quite honestly, the key is in HOW you show up and how you communicate. Are you lecturing from on high, or are you sparking a discussion? Are you inviting conversation, questions and opportunities to get support, or are you just telling people what to do?
I often quote my old blogging mentor Andy Wibbels. He used to say, “Show up and be helpful.” I’ve taken that advice to heart.
But I would add, “Show up and be interested. Show up and be available. Show up and listen… and then listen some more.” Connection is created by being receptive as well as by giving away great stuff, by “letting in” as well as “giving out, by listening and understanding as well as offering help and valuable content.
So, yes, keep paying homage to content, but start thinking about how you can devote even more of your energy, creativity and attention on creating connection, via your blog, your social media, your online marketing and all your communications.
And if you’re feeling like you could use some guidance on how to become generate more of a connection with your tribe, or if you’ve found some effective ways to get the party started, leave a comment here and let’s talk!