Developing a Die-Hard Audience in the Age of Distraction

Nobody wants bad content. Not the brand or the audience. It's a waste of time and energy for everyone. And, if you're churning out tons of slop, it could permanently erode brand trust – or at least make people tune you out for awhile.

All that said, it seems there's nothing slowing down the conveyor belt of garbage.

So, how do bona fide subject matter experts and the brands and organizations they work for rage against the bots? We think it's by going narrow and deep in their niche.

Here are six tips for developing a die-hard audience in the Age of Distraction:

1 - Know your audience

Before you do anything, understand what will get and keep your core community highly engaged.

2 - Make small your superpower.

Your core community could be 500 people or 5,000 people. But focus on them and forget about appealing to millions.

3 - Focus on quality, not vanity metrics

Ignore how many likes you're getting (or not getting). And if you need to, slow down your posting frequency to make every piece of content a must-read for your community.

4 - Deliver cogent POVs

Help those in your industry frame emerging trends or fact-check assertions held by established playmakers. Look to the horizon and apply nuance and human judgment. AI can't always use historical data to map current or future patterns.

5 - If it's your thing, embrace analog.

Launch a print magazine with long-form features. Yeah, baby. Words on paper. No algorithm holding you back or tracking clicks.

6 - Or, bring back the meetup.

Curate small events that bring together your best ambassadors – close collaborators, outside amplifiers, and strong new voices in your space.

Just don't stop.

There's a way through that's human, smart, and focused on the future.