HOW COMMUNITY
COMPLETES THE ULTIMATE
Marketing Trifecta
ATTRACT NEW CUSTOMERS, RETAIN
EXISTING ONES, AND MAKE MORE MONEY.
by Kathy Rasmussen
T
housands, if not millions, of
articles exist in the nether
of the interwebs praising the
marketing efficacy of content
marketing. Businesses produce
high-value content to educate,
inspire, or entertain their audiences
essential, writing a post, producing
a video, or publishing a podcast
will do nothing to increase your
revenue if no one knows it exists,
no matter how well made and
valuable it is. Content only works
if it is distributed and discovered.
This is where optimization
“COMMUNITY MARKETING IS A STRATEGY THAT
INVOLVES FORMING AN ENGAGING BRAND
PRESENCE IN ORDER TO INTERACT WITH A
COMMUNITY OF EXISTING CUSTOMERS.”
in order to generate leads that will
eventually convert into revenue.
Even though content creation is
32 • BADASSERY MAGAZINE
comes into play. Content must
be optimized depending on the
distribution platform so your target
audience can find it, devour it, and
want to consume more.
Though all of this is very important
to making money, this isn’t an
article about how you can optimize
your content for discovery. No, this
is an article about supercharging
your content marketing strategy
by adding community marketing
to the mix. What is community
marketing, you ask? Allow me to
explain.
According to marketing-schools.
org, “Community marketing is a
strategy that involves forming an
engaging brand presence in order
to interact with a community
of existing customers.”
This
‘engaging brand presence’ is a
combination of high-value content
and thoughtful communication in
order to guide the conversation in
a strategic way.