I hear all the time that content is king, or Facebook is king or social media is king. But they are all wrong, these things are tactics and ways to get to the real king. The consumer is king.
The only thing that matters is your market. Where they are, what kind of content they want to consume and what products and services they will purchase from you.
Bloggers, businesses, marketers and social media professionals make the mistake of assuming we know what people want better than they do; and this arrogance hurts the vast majority of us more than we know.
We build massive followings on Twitter and G+ and just assume that because we have lot of followers there, we can continue to grow on these networks rather than creating content where our audience is going, such as on Instagram, Musical.ly and Snapchat.
We just post blog after blog, and shout our content at our audience on social media hoping we are the loudest at any given time rather than taking the time to listen on Facebook Groups, Quora and Twitter Chats, Learning the pain points of our prospective customers.
Why don’t we do it? Because we are lazy; we know it works and that we will build a larger and longer lasting community with more listening but so few of us do it because it takes precious time and we would rather skip a step and try to read the minds of our readers, visitors and customers. But this ends up wasting way more time in the long-term.
It comes down to instant gratification. We are not used to waiting anymore and so we cut corners hoping if we build it, write it, film it the masses will descend and devour our content like zombies.
If you look closely at the social media marketing stars, you will see that almost without exception they are good listeners and take the time to build their communities, rather than trying to build a large enough following so that you can spam your fans with all of your content.
So this week, and in 2017 in general, take the time to listen and engage with the consumers of your content. Even if that means cutting down on the amount of content you are producing in order to go spend some time on a Twitter Chat every week. I am going to create content that will hopefully help and inspire you to do so but the hard work and discipline is up to you.
Give up the money and time up front to build a bigger, better and more sustainable business or side-hustle for the long-term.