What Works | Small Business Podcast With Tara Mcmullin

It’s tempting to think that all the time you spend on social media, writing articles, creating podcast episodes, or recording videos is time spent building relationships. Heck, I’m doing it right now. Every podcast episode I create is an effort to create a genuine connection between you and me. But I know from experience that my efforts in broadcasting—whether on the podcast, with content marketing, through email, or on social media—pale in comparison to the time I spend interacting with people like you. The conventional wisdom in today’s media-rich world is that you start by creating content, then build your audience, and then market a product to them. Final step? Bathe yourself in dollar bills. However, this is a reductive take on what actually works. Businesses aren’t built on audiences. They’re built with people. And there is a very real difference when it comes to creating for audiences versus nurturing relationships with real people. We talk differently to groups of people. We share different ideas whe