Michael Stelzner is my favorite podcaster. In a recent episode, he interviews Jeff Rohrs, himself a podcaster (SocialPros), about Jeff’s new book Audience. A few key points I picked up:
A “proprietary audience” is one that has learned to rely on and value your content. They engage with you repeatedly, and you discover that they ultimately bring you incremental revenue increase (they spend 10 percent more than the average customer, for example). Tally that up and you have a quantifiable business asset to show the CFO.
Where traditional marketing casts wide nets, social media marketing offers flies. You want to move audiences from Seekers to Amplifiers to Joiners. Seekers hit your site and leave after getting what they need. What can you do to make them linger? Amplifiers share your content with their audiences, and are the power of social media. Joiners give you permission to connect with them in a direct channel (by giving you their email, for example). Joiners become buyers.
Your content should strive for utility more than popularity.  The entertaining articles get all the attention, but the workhorse articles feed your audience’s main reasons for surfing the web: to find and to share information.

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