Understanding the Big Picture
Rather than getting lost in the minutiae of innovations and market fluctuations, let’s draw lessons from the past. Consider the 1990s’ internet boom—nobody could have precisely predicted the dominant platforms and mediums that would emerge. Similarly, the future of publishing is uncertain, but one thing is clear: focusing on your content and audience is crucial.
This isn’t a new idea, but it’s often overlooked. Many discussions about discoverability treat it as a commodity to be bought and sold. However, true discovery is more akin to a “meet-cute” with a potential superfan. The key to long-term success is to deliver content authentically, in a way that makes your audience proud to associate with your brand. Often, the driver for adopting a new way to market is that you see someone else succeed. Before jumping in, however, ask yourself these questions:
- Does this fit with my brand?
- Will my existing customers love this new thing?
- Can I find an entirely new audience who will enjoy my brand doing this new thing?
Every decision and market change should be evaluated against this standard: does it enhance your ability to produce the best content for your audience?
Deep Dive into Audience Research
Most writing advice focuses on identifying your current demographics to target ideal new audiences. I suggest focusing more on what makes your existing fans connect with your brand. You want to learn how to better ignite that brand enthusiasm rather than profile your readers.
Focus inward. Start small to grow big. Instead of casting a wide net with your market research, focus on understanding the real motivations of your current audience. Emotional connection, not price, drives loyalty. Collect first-party and zero-party data—direct feedback and behavioral insights from your audience. Offer ways for readers to get in touch, like surveys or short emails with open-ended questions. Use this data to build customer avatars and better understand what motivates your audience, which can help you attract similar fans.
Build from what you have. Leverage AI tools to enhance your understanding of your ideal reader. Set up the AI to mimic your readers’ preferences and ask it specific questions about what they seek in a reading experience. This approach can yield creative, tailored strategies for engagement.
Explore new markets thoughtfully. When expanding into new markets like direct selling or subscriptions, thoroughly research what these new audiences desire. Understand that they may want something different from what you or your existing audience wants. For example, if you’re considering Kickstarter, research whether there is an audience for your content there and how they prefer to engage with projects.
Write to market 2.0: Finally, try to evolve with your audience. Observe how your audience’s interests change over time—the shows they watch, the music they listen to—and align your content with these shifting tastes. This improves discoverability and ensures that your content remains relevant and engaging.
By focusing on these strategic elements—big trend awareness, authentic content delivery, and deep audience understanding—you can navigate the complexities of the publishing world more effectively. Let’s continue to leverage research and creativity to serve our audiences better. Together, we can adapt and thrive in the ever-changing landscape of publishing.
Joe Solari