By thinking in communities rather than audiences, you open yourself to possibilities. 

When it comes to messaging, the focus turns to how you can help your community. Writing original content is important, but curating content can be equally valuable in becoming an important member of your community. 

Things to consider 

How do you want to be seen within the community? 

What ways can you help?

Where your community hangs out will influence how you interact. Most communities have a presence across multiple social media platforms, each with its own style. Instagram and Pinterest are visual platforms. On TikTok, YouTube and Instagram, video is the way to go.

Research and analysis

Find the influential content creators in your community, create a list of the hashtags and trends and use this information to guide you in your content creation.

If following the trends makes you want to vomit, forge your own path, but keep an eye on the data. You need to learn what resonates with your community so that you can make future messages and content resonate. The Lean writing method is your friend here.

Marketing is gross, and Marketers are scum, they sell you shit you don‘t need

Marketing is often perceived to be a sleazy business, and if you‘re anything like me, you have felt grossed out by marketing at some point. The thought of doing your own marketing and business probably feels gross and inauthentic and, therefore, is the last thing you want to do, right?

The truth is marketing can be gross, sleazy and generally shitty, but that doesn‘t mean the marketing you do has to be gross, sleazy and shitty. You get to decide how you advertise, and you get to control your messaging. Want to be authentic? Sit down and think about what that means to you and what it means to people in your community. Look at your competitors, especially the big players and think what the opposite looks like.

Why did you start your business, and who did you start it for? Who are you trying to serve or sell to, and why should they give a shit about you?

People buy from businesses they relate to or aspire to be like. Everything from your social media presence to your website to your emails needs to reinforce that your company is relatable or something that people want to aspire to be, do, etc.