When You've Built An Audience You'll Know What Product To Sell Doesn't Have To Be Hard. Read These Tips

Don't know what product or service you should be selling? That's actually fine, says Joe Pulizzi, founder of the Content Marketing Institute and author of the new book Content Inc.: How Entrepreneurs Use Content to Build Massive Audiences and Create Radically Successful Businesses.

"What if you spent the time and understood the audience better than anyone else? It's basically a future list of your customers," he told me during a recent interview in New York City.

"Just take content marketing, for example. Now it's such a crowded space. There's no way you can cut to the clutter. You've got to find your content tilt," which he defines as your unique niche and spin on a subject.

You want to ask yourself, How would this story best be told to my audience? You should think about where your skills lie, where your audience is already congregating, and whether your content is especially compelling in one format or another.

Finally, you need to produce consistent, high quality content.

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You don't necessarily need to post every day, but he argues that the minimum effective dose is "One fantastic piece per week." You should also evaluate when you reach the point of diminishing returns; the Content Marketing Institute started with posts three times per week, and eventually increased their rate to posting three times per day.

Their audience didn't want much that frequency, and they ultimately settled on daily posts, instead. Pulizzi believes that entrepreneurs are particularly well positioned to leverage content marketing.