It was created to do something meaningful for the right people instead.
If you’ve been around the internet for as long as I have, you’ll remember Kevin Kelly’s big-bang article from 2008.(1) He wrote that you don’t need millions of fans, or millions of dollars. All you need is 1,000 true fans.
He defines a true fan as someone who will buy anything you produce. He also gave us two criteria. One: That your 1,000 true fans would buy your thing at $100 each. Two: That you have a direct relationship with your fans.
Now, if you were to think about a law firm (for example), do you think they’d be thinking in terms of fans? Hell no, they think in terms of sales.
There are some really savvy lawyers out there who do some fabulous things. Like that other Kevin (Kevin O’Keefe) who launched LexBlog because he’s so excited about the possibilities of blogging in law.(2)
Yes, he’s excited about blogging.
I’ll tell you why.
A blog is a business publication that allows you to meet both of the 1,000 True Fans criteria. It isn’t about getting loads of fans. It’s about doing something meaningful for the right ones.
This is why every famous blog you can think of is a success. Seth Godin. Josh Kaufman. Bernadette Jiwa. All of them.
It’s also why case studies are amazing B2B publications. They solve real problems that real people have. They do something right for your prospects. You also know they’re the right prospects for you, because you only do case studies of the clients and projects you want to clone, right?
If you recall a post from a few days ago, I talked about publishing being a business. In B2B, it’s a business inside a business, and your content is the product.
These are the things I talk about in my daily emails: How to think properly about content and publishing, and how to leverage it.
And it may also be part of a forthcoming book, which those on my list will hear about first.
You don’t want to miss out, do you?