I'm a big fan of Brian Morrissey's The Rebooting Show podcast. I recommend it frequently because it's one of the best places to hear how media companies are navigating the transition to the next era of digital media.
So I was interested when Morrissey recently described the premise behind his upcoming TRB Audience Summit:
"The past traffic era... is over, and it's not coming back."
He goes on to explain the problem:
"Media has never been more valuable, only the distribution and monetization mechanisms are largely broken."
That's a pretty good description of the challenge facing anyone who relies on Content Revenue: creating high-quality content isn't enough if you can't reliably turn that content into revenue.
But there's something interesting about how Morrissey creates value beyond his content.
Where is the value coming from?
Look at how Morrissey describes the value of attending his Audience Summit: Yes, there will be executives speaking on stage and case studies presented in smaller sessions. That's content.
But that's not the only reason he's telling people to come. He emphasizes that the event will have "the right people in the room." He says the day is "structured around participation." The smaller salons are designed for "meaningful and valuable conversation." And the schedule includes ample time for "conversation and connection."
In other words, the value isn't just being created for attendees. It's being created by the attendees.
That's Community Revenue.
Morrissey isn't just creating more content for his audience to consume. He's bringing members of that audience together so they can create value for each other through conversation, participation, and relationships — and he's charging them for access to that experience.
Content Revenue creates value through content. Community Revenue creates value by bringing people together.
The Audience Summit does both.
What comes after the traffic era?
Morrissey is asking media companies to figure out what comes after the traffic era. His own event may provide part of the answer. And it raises an interesting question for anyone who has built an audience around their content:
What value could the people in your audience create for each other if you brought them together?
Maybe they could share experiences, help each other solve problems, make useful connections, collaborate, or support each other. That value doesn't require you to create another article, podcast episode, video, or newsletter. It requires you to create the conditions for people to connect.
Where do you start?
Start by looking at the audience you've already built. What are they trying to accomplish? Why would they benefit from doing it together? What could you create that would make those connections possible? And how could the value they create together generate revenue?
Those are the questions we'll work through in the free Beyond Content Workshop. You'll look at the audience and assets you already have and find your Community Revenue opportunity.
Find Your Community Revenue Opportunity
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