How to Build Community Through Content—and Vice Versa

Peloton, Michelin and Roblox are all thriving this way

people
Empower storytelling platforms by exchanging personal stories, for example. Getty Images

Beyond the hard part of getting organizational buy-in to this community way of thinking, building
true community takes an everyday commitment to nurture your most passionate customers, then empower them to communicate with each other and create content around things they’re interested in. This transforms consumer marketing (the practice of corporations developing creative for cohorts of customer-like groups) into community marketing (the practice of your customers developing creative for each other, driving brand passion and sales). This peer-to-peer content builds ever-larger and more imaginatively engaged communities, like a 3D printer reprinting itself into infinity.

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James DeJulio is cofounder and CEO of Tongal.