Reach Teach Sell for community growth

Earlier this year I published a blog post about Reach Teach Sell, my practical marketing framework. I was mainly thinking about content at the time, but as of late, I’m thinking about community a whole lot more.

What does “community” mean, anyway?

Here’s how I define it:

  • A community is a network of people with something in common
  • A community group is a structured organization, consisting of members from the community

When we talk about building a community, in the context of a business, we’re often talking about organizing a community group.

Communities are organic. They don’t get built. They grow.

That said, I’ll often use the word “community” when referring to a “community group” — e.g. “join the community”, “stories from the community”, “welcome to the community”, etc…

Read more…Reach Teach Sell for community growth

Indigo: A Canadiana lifestyle brand

Indigo also sells candles, art, trendy lunchboxes, herb kits, knife sets, glassware, home goods, and fashion accessories in addition to books.

The company believes that selling products that are physical extensions of its books makes the entire book-buying process more appealing, and customers seem to be on the same page.

Canadian bookseller Indigo is growing fast (The Hustle)

I’m writing this post from a Starbucks nestled inside a Chapters (a former bookstore chain, bought and rolled into Indigo).

What strikes me about Indigo is that it’s gone all-in on selling a certain kind of lifestyle brand without abandoning its commitment to books.

It’s a cozy cottage throwback aesthetic — an upmarket Canadian aesthetic? — that pairs nicely with Roots jackets and HBC blankets.

Related: Indigo Books and Music (Wikipedia)

Endless blog post ideas

Pulling from BuzzSumo’s post on generating blog post ideas:

  • Amazon’s book previews: Look at chapter titles
  • Google Trends: Use the explore option for your subject area
  • Look for variations of your topic areas in hashtag form
  • Conference agendas: Look at the titles of keynote speeches and workshops
  • Google’s “searches related to”: Located at the bottom of each search page
  • Pinterest’s auto suggest: Look at the topics suggested at the top of search results

I like these lists because they get us thinking about other topic sources beyond straight-up keyword research.

Also try searching for questions on Q&A sites like Quora or Alignable (for SMB) that you can answer through blog posts.

Proving the value of content marketing

“When you want to prove the value of content marketing without relying on direct attribution, you need to answer this question: “How are people who consume our content different from people who don’t consume our content?”

What Content Marketing Metrics Actually Matter? (Active Campaign)

Additionally: What can we do with content to support the entire customer journey / lifecycle? How do you raise awareness? Build trust? Drive to conversion?

After they buy, how do you support new customers? How do you keep them coming back? How do you use content to reward customer loyalty? And how do you use content to encourage word-of-mouth referrals?

Content marketing can be so much more than just getting people to find you.