It doesn’t matter if your content is getting 10, 20, 30 or 300 views, what matters is how you use those views to increase the quality of your content. Think about them as a focus group, and use them like one too. One of the major advantages of having a small audience is the accessibility to get feedback from them. Implementing their feedback into future content will lead to higher quality content for your audience.
The better the quality of the content and more tailored it is to your following, the more likely they are to share your content with others who may like it. This is how you can build your audience through intelligent marketing.
Entrepreneur and content marketer Tim Ferriss states in a blog post, “I write about what most excites me and assume that will hold true for 10,000+ people… if I write about it well. If I get 100 die-hard fans per post like that, I can build an army that will not only consider buying anything I sell later (assuming high quality — most critical!), but they’ll also promote my work as trustworthy to other people.”
This mindset can be taken to any form of content and distribution. If you produce quality content and continually refine your message to best suit your audience, you’ll be on your way to building a bigger audience.
A small audience doesn’t open you up to as much scrutinization out when you’re just starting out. If you make a mistake, change your content posting frequency, or change the format of your content the pushback won’t be as major as if you are an established brand.
Use this time when your audience is small to refine your content creation system as well. Having a well-oiled content machine will be important when your audience is big, and demands attention in other aspects. Firing from the hip is not a good strategy when it comes to creating a brand through content. Have a process, use it, and refine it.
Systematizing your workflow for anything in your business is a good idea. Eric Ries wrote a great book for any new entrepreneur, The Lean Startup, where he outlines a scientific approach to building anything for your business. The part I want to look at and how it directly affects building a brand is the Build-Measure-Learn feedback loop. Ries argues that too often companies want to build a finished product before showing it to the world.
The Build-Measure-Feedback loop is as exactly as it sounds. In Ries’ example he talks about building technology, releasing it to users and then learning from how users react the technology to make future changes. Creating content, whether it’s commercials, web/blog content or graphics is no different. For example, you should be continually putting out new blogs and refining your content as you learn from your audience.
For me specifically, I’ve gone through this process with creating written content online. I used to write on a wide range of topics and put them all online. However, over time I’ve realized I’ve found my voice creating articles on leadership, marketing and entrepreneurship.
I know my audience responds well to me sharing personal stories like this one about me selling Spice Girls stickers. So I continue to look for how I can take my personal stories and apply them to business principles for my audience to get value.
I’m not worried about the amount of people who read my articles, I’m worried about how many people are positively affected by my articles–that should be the goal for you too.