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?

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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.

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.

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


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.

Arunima Shekhar Founder, @Tell-A-Tale

August 3rd, 2015

An audience won't come until you have good content to offer. So you definitely need to work on building up good content before pursuing an audience.

Shelley Facius Head of Communications at Coretech, a WPP Company

August 4th, 2015

I agree with Kenneth, you absolutely need high quality and relevant content in order to market your business and build an audience. We are focused on social here, but you also need to think about more traditional tools like corporate and product leaflets, biographies, presentations, content for media like press releases, opinion pieces/bylines (which could take the form of blogs), infographics, etc. Content is king for sure in this context!

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.

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

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