Earlier this month, I hosted an episode of Third Wunder's Third Wednesday Webinar where we unpacked a big question: how do you move beyond just getting clicks to actually creating connection? If you missed it, you can watch the full session here:
There was a time when pushing out content was enough. You wrote a blog post, hit publish, shared the link, and watched the traffic roll in. But those days? They’re behind us. These days, attention is harder to earn—and even harder to keep.
We’re living in an overloaded attention economy. Social feeds are loud. Algorithms are unpredictable. And audiences are retreating into smaller, quieter corners of the internet. If you're still relying on one-way marketing—just shouting into the void—you’re missing the opportunity to build something more meaningful: real conversation, community, and connection.
Let’s break this down.
If you're measuring success purely by visits, you're aiming too low. Today, it’s not just about getting attention—it’s about holding it.
Here’s what’s changed:
That means when someone does visit your site or engage with your content, it matters more than ever.
Today’s audiences don’t just want information—they want intention. Something that feels like it was made for them.
Personalized. Honest. Useful.
That’s why niche communities are booming. People want to connect over shared interests in spaces that feel human, not performative. Whether it’s a Slack channel for UX pros or a WhatsApp group for sustainable travel tips—people are carving out digital spaces that feel more like dinner parties than megaphones.
Your job as a marketer? Show up with something to say, and more importantly, something to ask.
Most marketing still looks like this:
Publish. Promote. Pray.
It’s one-way. Static. Detached.
But real connection comes from conversation—not broadcast.
Here’s what you can do instead:
The goal isn’t just to get your content seen. It’s to get it felt. That only happens when you start listening as much as you’re posting.
You don’t need to build a Slack community overnight. Start small. Start where you already are.
If you’re blogging:
If you’re on social:
These little nudges create moments of interaction—and more importantly, build trust.
When someone engages with your content, it’s a chance to build a relationship—not just collect data.
Every microinteraction—every shared infographic, every poll response, every DM—is a piece of first-party data. But more than that, it’s a signal. A sign someone wants to keep the conversation going.
This is where marketing shifts from performance to participation.
Your content isn’t the end—it’s the entry point.
The long-term play is building a space where conversations can continue. That might be a private Slack group, a recurring AMA session, or a monthly webinar like The 3rd Wednesday.
Start with:
These are the building blocks of community. And community is where loyalty—and real growth—lives.
We don’t need more content. We need better conversations.
So the next time you create something, don’t just ask, "Will they read this?" Ask, "What will they do with it? Will they share it? Talk about it? Add to it?"
Because when you stop shouting into the void—and start listening—you stop being noise. You become a voice that sticks.
Let’s build something worth sticking around for.