Marketing Junto - Community Is Huge And Growing

My Take

I just recorded and episode with marketing legend Mark Schaefer about his newest book (he has more than 11) Belonging To The Brand*. It is slated to be published early March so stay tuned on that. I've noticed something lately, communities are sprouting everywhere. Good ones are getting more prevalent as well.

With the growth of community getting stronger, finding your tribe/group is getting easier and easier. Some of this community development can be attributed to the Covid-19 pandemic and people's needs for human connection while in lockdown other communities have been around longer and have had a more natural and gradual rise. Regardless we're now in the age of community.

Two books come to mind when it comes to businesses using communities to grow their brand and engage with their customers. Mark Schaefer's book Belonging To The Brand and David Spinks' book The Business of Belonging*. Both authors have been involved in building and studying communities for years. And both wrote excellent books on the topic. In both, they discuss how businesses can leverage communities to bolster their brand identity, grow their reach, and so much more.

As communities sprout for both personal topics and business areas, we, the public, are in an unique spot. We have a chance to influence where businesses or organizations go. How they operate and engage. We also, on the personal side, can connect easier than ever before with like minded individuals.

We're truly in a magical time of connection.

What do you think? Do you belong to some communities? Share the in the comments or hit reply and let me know.

*affiliate links

Web Finds

• Can Spotify Make Streaming Ad Insertion Stick?
  Brian Barletta of Sounds Profitable puts out a good post (audio is available if you want to listen) about how Spotify could still make something of their acquisitions, especially the one of Megaphone. It's worth a read/listen.
• How Google Can Earn Our Trust
  Another one from Sounds Profitable and Brian Barletta. In short, no. I don't think Google will ever get anyones full trust ever again. I was all in on Google+, Google Reader, etc. and these great apps keep getting killed by the megacorporation. It's hard to come back from that.
• How to navigate SEO keyword research in the era of ChatGPT
  This is probably the most exciting part of AI and ChatGPT for me. It's making the boring part of SEO easy so we SEOs can get on to the fun stuff and get sites ranked. But the author also points out that this is still just a starting point. I totally agree.
• A Research-Based Guide to Becoming a Great Listener
  Hat tip to my bud Dave Delaney for surfacing this great guide in his newsletter. We all can benefit from becoming better listeners. This guide was very helpful (so far) to me, who isn't always a good listener. 😜
• Social media used to be free. Not anymore.
  Maybe it's for the best. At least with new paid networks you're "less" the product. I don't think this is the case with Meta and Twitter. They will still make you the product but will also be happy to take your money.
• Have A Newsletter That You Want To Grow? Check Out TheSample.AI
  It's a pretty cool tool and has both free and paid options to help you grow your email list.
• From Bumper: Success metrics for indie podcasters
  A great newsletter and a good set of metrics for indie creators and podcasters.
• 46% Of Podcast Listeners Want Video According to Survey
  Still not 50%, but I'm splitting hairs. 46% of people listening to podcasts want video? Really? Some podcasts work for video, but others I feel are just as good in audio, because there's nothing worse than just watching people talk to the camera. Though I'm in the slim majority. What do you think?
• Section 230, the internet law the Supreme Court could change, explained
  This is something to watch. The Internet could change as we know it.
• The Supreme Court appears worried it could break the internet
  This could happen if SCOTUS gets rid of Section 230.
• Emojis are investment advice, federal court rules
  I'm not a lawyer, but... say what?!
• The woman who voiced the first American Apple Siri voice tells her story
  It's got to be so strange to hear your own voice on tech and over speakers.
• Meta Announces Initial Test of ‘Meta Verified’ Paid Verification Scheme on Facebook and IG
  I might pay for this to test it out. But whether or not I'll keep it, I'm not sure.
• Podcasts are coming to YouTube Music
  This is big news and hopefully will help with discovery. I know that YouTube has a page for podcasts as well, but that hasn't done much in the way of discovery.
  

Find Of The Week

Growth Forum is a new community that just launched last Thursday. Like all new communities it needs to see critical mass. But so far it's looking really strong. They have podcasts associated with the forum and some big hitters involved. To name one, if I must, Darryl Praill, the CMO of Agorapulse is involved. Personally, if I know Darryl is involved it's got to be good and have legs.

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As always stay curious!

- Seth

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