Build your audience

"Everyone deserves their own soapbox. The web has handed everyone a microphone and said, 'here, speak up.' But everyone doesn't deserve their own audience. That's something that's earned."

- Seth Godin

Be Useful

Find ways to consistently provide value to your audience.

  • Explain or demonstrate how to do something
  • Provide a list of resources
  • Define and solve problems
  • Write and share white papers and case studies
  • Offer training workshops
  • Do research and share information that will help others
  • Provide FAQs and checklists

Be Generous

Think about what you can give rather than what you can get. Promote others instead of promoting yourself.

Be Engaging

Think about your communication as a two-way conversation.

  • Invite questions and feedback from your audience
  • Engage people in processes and projects
  • Showcase the work of your audience members
  • Run a contest (Pinecone Awards)
  • Create a community of insiders

Be Interesting

If you're trying to build an audience, you simply can't be boring.

  • Tell stories
  • Use humor
  • Share ideas that are unexpected or unconventional
  • Generate curiosity by opening knowledge gaps and filling them

Be Human

People connect with people, not organizations or departments. 

  • Communicate in a human voice
  • Be sincere
  • Treat people with respect
  • Engage people's emotions
  • Be humble
  • Be patient
  • Acknowledge mistakes and weaknesses
  • Keep your promises