Recently a new class of distribution channels and their accompanying business models (think YouTube, Substack, Patreon, Instagram, Teachable) have allowed individual creators to bypass the legacy institutions and capture more of the value for themselves. This means they are free to cater to a much smaller audience. If you can establish a direct relationship with your more narrow audience, you don’t have to produce a hit, you just need to please say 1000 or even 100 followers.

The power of content lies in entering an audience’s heart and mind through a consistent story well told; one with people, not products, at its core. We all resonate with that. Your audience needs to connect with your content first. It’s the ignition of brand love. It’s what drives inspiration. Successful brands heavily use written, audio, visual, and experiential content to drive full-funnel marketing campaigns: awareness, interest, desire, and action. Great content does not