“Publication is not distribution and a content marketing strategy without audience development is no strategy at all.” Jeff Rohrs @jkrohrs
Wise words from the guy who literally “wrote the book” on Audience. With all the investment in content creation, curation and repurposing being made, it’s amazing how little is actually invested in growing the audience and community for that content.
If you publish content uninformed by audience insight and without a community to receive it, does anyone care? Sadly, no.
Nearly everyone in the business of creating content for marketing has made something amazing, a blog post, eBook or infographic, published it and experienced an underwhelming response. The content might have been awesome to you, but did the audience think so? Have you created anticipation amongst your community? And how much of a real audience was there?