How to Build Community Through Content—and Vice Versa

Peloton, Michelin and Roblox are all thriving this way

Adweek's annual #Brandweek summit will explore the ideas behind breakthrough successes, discuss solutions to pressing challenges and explore new opportunities in the Metaverse. Join leaders from Alo Yoga, Hyundai Motor America, Frito-Lay and more, Sept. 12–16 in Miami. Sign up early to save.

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).

AW+

WORK SMARTER - LEARN, GROW AND BE INSPIRED.

Subscribe today!

To Read the Full Story Become an Adweek+ Subscriber

View Subscription Options

Already a member? Sign in