Over the past year, many digital networks have been launched using MainCross Social+. And we've had tons of prospect calls. Some building in very new and niche areas, others revisiting digital engagement in media and other established industries.
With MainCross, while professionals now have top class and no code tech at their fingertips to launch platforms in an instant, a key challenge I've seen marketers and founders contend with in building communities is cultivating authentic engagement and discerning their content-communty fit. It's a real thing.
Perhaps it is in that nuance that lies the subtle differences between marketers and community managers. There are overlaps in these professions, yet there are unique attributes as well.
In an era dominated by digital interactions, creating meaningful relationships within a community requires more than just promotional content.
Marketers face the task of navigating the delicate balance between facilitating conversation and avoiding overtly commercial undertones. Striking this balance is crucial, as communities thrive on shared interests, trust, and mutual benefit.
Acknowledging those nuances and then crafting a community strategy with empathy helps hone skills as a community manager.
Five things to keep in mind as you are working towards your content-community fit
- Align with brand identity and shared mission: The content for a brand community should consistently reflect the core values and identity of the brand. Ensure that all content, whether created by the brand or the community members, is in harmony with the brand's mission, vision, and overall messaging. This alignment strengthens the brand's image and fosters a sense of shared purpose within the community.
- Understand audience preferences: Conduct thorough research to understand the preferences, interests, and communication styles of the community members. Tailor the content to resonate with these preferences, ensuring that it not only captures attention but also encourages active participation. Regularly monitor community discussions and feedback to adapt content strategies based on evolving audience needs.
- Encourage user-generated content (UGC): Foster a culture of content creation among community members by actively encouraging and showcasing user-generated content. UGC not only diversifies the content pool but also enhances authenticity and relatability. Provide guidelines and platforms for community members to contribute, ensuring that their voices are heard and valued.
- Create educational and value-driven content: Provide content that adds value to the community members' experiences. This can include educational resources, informative articles, tutorials, and exclusive insights. Strive to position the brand community as a valuable source of information, creating a space where members come not only for social interaction but also for enriching content that aligns with their interests and needs.
- Adapt to evolving trends: Stay attuned to industry trends, as well as changes in content consumption patterns. Flexibility in adapting content strategies to incorporate emerging formats and cultural shifts is crucial. By staying current, a brand community can maintain its relevance, keeping community members engaged and excited about the content being shared.
The challenge lies in transcending the transactional nature of traditional marketing, and instead focusing on providing value, facilitating dialogue, and establishing a communal identity that resonates with individuals.
And doing that demands a layered understanding of the audience, a commitment to transparency, and a dedication to fostering an environment where members feel heard, valued, and inspired to actively participate.
If you are a business in or wanting to be in the community space, I strongly recommend working with experienced community managers and deeply understanding the needs of your audience, industry and subsequent content-community-customer fit.
Every community is different, but there's community at the heart of pretty much everything.
