Content overload is real. This article from market intelligence firm Micro Focus puts that into numbers for us: 474'000 Tweets, 300 hours of new YouTube videos and 49'000 Instagram photos are posted every minute of every day. And hell, that does not even factor in all the blog posts, newsletters, and podcasts.
Or how Gaby Goldberg, VC at Chapter One put it:
With more creators, more content, and more choice than ever before, consumers are now being consumed by a state of analysis paralysis. The real scarcity isn’t content anymore. It’s attention.
Our senses are (quite literally) bombarded with new information every day. So it becomes increasingly difficult to discern between what is important and worth reading and what is just more noise.
It's a personal question everyone has to answer for themselves. When it's impossible to absorb everything from this flood of information, the best we can do is pick and choose what matters to us most, or - and here comes the point - find the people who can do the choosing for us.
The Business Model of Good Taste
Of course curation is nothing new. While book stores and record shops have been doing it manually for decades, Spotify (weekly playlists) and Netflix (taste clusters) are doing it based on algorithms. But with an ever growing long-tail of niche interests and niche industries, there is in fact a huge gap opening for you as an individual (personal brand) or for your business (company brand) to establish yourself as the go-to-resource for picking and choosing the best content out there for your audience.
Curating content within a particular niche can be an incredible way to build an audience and add value.
Content curation hooks people with the promise of learning new skills while saving time, and it keeps them coming back by building a sense of community around a particular subject or vertical.
What I would recommend if you are building a business or personal brand today:
- First pick a topic that interests you (and is adjacent to your product) and has a large enough possible addressable market or reader base.
- Secondly, you immerse yourself in that niche topic and start sharing the very best of what you read and listen to. This can be in the form of a weekly newsletter (hello!), videos, podcast, blog posts or whatever you feel drawn to.
- Then as you grow your audience, you document and share your journey, your thoughts and your learnings by augmenting your curated content with your own reflections.
- Finally, after you have delivered a ton of value for free (and only then), you can start dipping your toes in monetizing certain offers in the form of promoting your products or services, or launching a paid publication, community, or long-form content like a book.
If you are reading this newsletter, you are part of a community yourself. You are part of a handful of mindful leaders who are interested in both developing and growing their business (or the business they work for) and their personal self. It is likely that you are someone who is not satisfied with the status quo and makes learning, reflecting and growing a priority in your life.
Topics that I cover like growth marketing, leadership, psychology etc. are merely logical extensions of that mindset.
On to you...
What values, niche topics or category could you represent in your content strategy? How can you be the curator in your industry who surfaces the most interesting content and drives the conversation forward?