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…

Keep reading…

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
  • Hashtagify.me: 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.

WordPress meetup organizer survey for WordCamp US 2019

I have the pleasure and privilege to join April Wier, Victor Ramirez, and Meagan Hanes — my fellow Canadian community wrangler! — in hosting the Grow Your Meetup workshop at WordCamp US 2019.

To prep for the workshop, we’re looking for WordPress meetup organizers to share their experiences with us in a quick survey. Gist:

To prepare for the workshop, we’re looking for insights and advice from other WordPress meetup organizers. What’s worked for you? What hasn’t worked for you? We’ll roll your contributions into our workshop materials.

Note: You don’t need to be attending the workshop to submit a response!

Submissions are anonymous, but you’re welcome to identify yourself for kudos (!), follow-up questions, or to stay in the loop about the workshop.

Are you a meetup organizer? Take the survey!

Know someone else who organizes a meetup? Send them the survey!

The more we hear from other organizers, the better. Meetups can vary quite a bit from one community to the next.

Bottom Line, Up Front

While the decisions you make may not be life-or-death, you probably also spend a lot of your time communicating with people who are busy, whose time is valuable, and who deserve at least the same level of consideration. That’s why BLUF is such a useful model. Whether you’re writing for your company’s blog, writing Slack messages to co-workers, or writing emails to customers, BLUF can help you cut through the noise and connect.

BLUF: The Military Standard That Can Make Your Writing More Powerful (Animalz)

Nielsen Norman Group does a great job of this with their article summaries.

Crowdfunding = trust

Part of a much longer thread worth reading.

h/t Patrick Tanguay (Sentiers Media) for the referral in his newsletter.

Shoutout: The DEV community

Where programmers share ideas and help each other grow. It is an online community for sharing and discovering great ideas, having debates, and making friends. Anyone can share articles, questions, discussions, etc. as long as they have the rights to the words they are sharing. Cross-posting from your own blog is welcome.

About DEV

Came across this programmer community the other day. VERY cool.

Reminds me of Glitch. Similar aesthetic.