"Content is King"

“Content is king.” It's one of the most repeated pieces of advice in marketing. But when it comes to building a community, it might be steering you in the wrong direction. Nicole Saunders, Senior Director of CX Strategy at Higher Logic, joins Seth Resler to explain why connections, not content, are the key to building a thriving community. Drawing on 15 years of experience building communities, including eight years at Zendesk, Nicole shares how community builders can shift their focus from producing more content to helping members build meaningful relationships with one another. They discuss why community managers should think more like party hosts, how to connect new members with the right people, why criticism and disagreement can strengthen a community, and why buying a community platform isn't the same as building a community. Nicole also shares her prediction for the future: As AI makes information easier to access, the organizations that invest in human connection will gain a competitive advantage that's difficult to replicate. Because content may attract an audience, but connections are what turn that audience into a community.