Content marketing · Social Media Marketing

Should I spend more time building an audience or creating content?


August 3rd, 2015

I know both are closely related, but I have trouble deciding which to do first / spend more time on. It’s like the chicken and the egg. Which one will lead to an increase in the other? Or must they be done simultaneously?

Alistair Davidson Eclicktick Consulting

August 3rd, 2015

It strikes me that the question is a false choice. The issue is iterating. If you develop content, you should measure the response to the content and use the feedback to revise your content. Most companies overinvest in content before they understand the needs of their customers. What makes it more confusing is that the needs and understanding of customers evolves over time.

Kenneth Larson Retired Aerospace Contracts Manager, MicroMentor Volunteer and Founder "Smalltofeds"

August 3rd, 2015

The two are directly related. An astute and meaningful audience will not be attracted to what you offer without good content and good content keeps and retains interest.

Networking is a vital tool in achieving an image/brand. Establish a network like a wheel. The hub is core content (web site, blog, books, articles, useful materials). The spokes leading from the hub are the tools to network content that is linked to the hub.

Contacts are the engines that power the wheel.

Content is the fuel that feeds the social networking contacts and powers the wheel.

As the wheel turns, the quality of the networking improves with feedback and the wheel climbs the optimization hill of the major search engines (SEO).

Limiting factors are the quality of the core content and knowledge/persistence in networking.

Chris McGugan Board of Directors, Saffron Technologies

August 3rd, 2015

Content. That will create the audience. If your content isn't sticky enough or have enough breadth people won't stay... Chris McGugan Sent from my iPad

Steven Donaldson Founder/Principal, RadiantBrands - brand strategy, research, creative that shape brand experience

August 3rd, 2015

Wow. Good question. It's really a chicken and egg thing. You must have compelling content to build an ongoing audience or why would they follow you? So you need to do both. Keep in mind the quality and focus of the content as related to your startup is critical. You're out to build a loyal fan base that wants to hear from you and follow you and share with what you're up to with their networks. Good luck!

Richard Harris Top 25 Inside Sales Leader, Public Speaker, 40 Most Inspiring Leader, Sales Trainer, Start-Up Advisor, SalesHacker

August 3rd, 2015

Content, content, content. It's like retail, location, location, location. 

Your primary goal is to find people who want to do business with you, NOT try to do business with everyone. 

With this thought in mind you focus on content. You get feedback from early prospects and customers and you develop your content accordingly. 

I've worked with tons of start-ups in this situation and the ones who move the needle and grow fastest are the ones focusing more on content to find the right types of customers than those who get "stuck" focusing on logos which is often the case. 

Think about the pains you solve horizontally across your potential customers first. Everything else will then fall in line.

George Lambert Interim CTO - CTO's for Hire

August 3rd, 2015

Get your audience to help you or pay you to write content... Also let them help you build links and back traffic.   

I am sorry to say that the fastest backlinks I have ever gotten are from people who dislike either me or my ideas me. Google (and friends) like those back links just as much as any other. -- 

As your audience engages with you - that is content. Get them to link back to you that is BETTER THAN CONTENT.   Create a list of "Subject Matter Experts, who are vocal" and put links to them from your content. [The ones that are potentially unfriendly to you in my opinion the are the best.]  The can keep ranting and Ranting negatively about you, and people might even follow the links. 

Liam Carolan Marketing Technologist

August 3rd, 2015

Should I spend more time building an audience or creating content? Well... from my perspective, it's really not like the chicken and the egg due to


August 3rd, 2015

I would say start by building a MVP (emphasis on the "M") people will love and then go pimp that thing. Don't sink in more than is necessary until you know it has legs.

Frederic Moreau Agile Business Transformer

August 3rd, 2015

No Content => No Audience => No Revenues

This is a one-way street David where you need to roll out those three components one after the others while maintaining the momentum along the way:
1. Content
2. Content + Audience
3. Content + Audience + Revenues

All the best!

Shyla Klinder Head of Product

August 3rd, 2015

David Both are equally important. What is it that you want your audience to see/buy? You might want to have key content in and start figuring out how you are going to grow the audience. Thanks Shyla