Simon Corbett, CEO of Global Data Insights, hired a content lead and started publishing daily articles to build his online community. He created newsletter and webinar signups to capture emails, then repurposed that content for sponsored deals and marketing services.
Chapters
We just finished the interview of episode four of Online Community Stories with Simon Corbett, the CEO of Global Data Insights. And these are my top takeaways from the session. First one, if you are intending to build a community, it doesn't necessarily have to be. And you don't really have to be too concerned about platforms, tools, technology. All you have to do is just get started. And how do you get started? Hire a content and editorial person that is going to be able to build that momentum, build that connection with your audience and start building those numbers. Number two is that you really need to ensure that there's consistency. So when Simon initiated his business, he the focus that he really wanted to have was to add value. And the way in which they've added value to their audience was by providing at least one article a month and that, sorry, one article per day. And then started to ramp up as they started to build the numbers and to more articles per day. But the focus when you're looking at building a top of the funnel community is consistency with the content that you produce. And then I think that's kind of an extremely important aspect. Now the third one is, even if it's a top of the funnel community, you need to find conversion opportunities. Conversion opportunities, which one? About newsletter subscription, we're talking about webinar signups predominantly. Why? Because those conversion opportunities are what's going to allow you to build your database. So it's no good of you having only content at the top of the funnel, visitors coming to your site if you're not converting them. But once you convert them and you use tools like HubSpot or you use tools that will drop a cookie and then you can manage that insight further down the line. And the fourth element is that you need to have within your digital pivot strategy additional repurposing opportunities for the content that you produce. So most organizations are now having articles and value added content webinars. They're providing marketing services to potential advertisers and potential sponsors. They're doing specifically sponsored content among their website because now sponsors having this big need of generating top quality content and they are relying on organizations that have the expertise or know the experts, that is Event organizers or media publishers to run this for them. And then the last element is that you really need to ensure that you have amplification tactics that would allow you to and touch points essentially via social media and email that would allow you to share that content with the users that are not necessarily coming on a regular basis by themselves, that you need to kind of push that Sunday emails and Sunday newsletters are becoming increasingly popular because it's kind of a time when senior executives or business owners are having a downtime for them to plan the week ahead and more importantly to read content that they think is relevant. So if you really want to learn more about Simon's story, sign up to the session and watch the pre recorded video. But I think anyways, this is very, I hope that this is very useful for you guys if you are are thinking of building online communities, especially top of the funnel communities. Thank you.
