3: Serve That Audience

June 18, 2024

Think of your audience as the 100% that could eventually buy the kind of thing you sell, not the 10 or 20% that is buying now. Serve the 100% with inexpensive-to-produce brand-building educational content; don’t approach the 20% with your hand out asking for business. Fill in content gaps with credibility-building content where needed. Build and distribute expensive thought leadership content only if required by your context.

Distribution

Distribution is how you deliver educational value to audience members. We have a variety of distribution methods in our toolbox, ready to deploy based on the specifics of your audience and context.

• Email: The king of cost and (often) the king of effectiveness.