Re-evaluating your community strategy

Your Community Engagement Strategy Centers Around Providing Value

In my conversations with various partners, predominantly game developers, a common sentiment emerges: the challenges of building, growing, and effectively engaging with a community can often feel overwhelming. Many developers express concerns that community engagement detracts from their core focus on game development.

This opinion comes from a belief that every interaction with the community must involve groundbreaking content or exclusive announcements. However, I have found that most of these teams are overthinking it.

Engaging with your community doesn't always necessitate unveiling new features or trailers. While fresh announcements undoubtedly generate excitement, basic interactions can yield significant results, measured by impressions, engagement, and retention. Your community is made up of individuals who share common interests and passions; simple engagements can foster strong connections and loyalty.

Content marketing can be a powerful tool for community engagement. I teach my students at USC that there is a lot to learn from studying Maslow’s Hierarchy of Needs. Look people need to feel like they are getting value from the time they spend in your communities. But value can come from lots of places. Just look at the middle of Maslow’s pyramid and you will see there are all sorts of low lift content that can be created to foster engagement like: 

1. Recognition and Appreciation: Regularly acknowledge and celebrate your community's contributions, whether through shoutouts, spotlight features, or fan art showcases. Recognizing their efforts fosters a sense of belonging and encourages further engagement.

2. Respect and Inclusion: Cultivate an inclusive environment where all community members feel valued and respected. Encourage diverse perspectives and ensure that everyone's voice is heard, fostering a sense of belonging and mutual respect.

3. Information Sharing: Keep your community informed about the latest developments, but also provide educational content, behind-the-scenes insights, and developer profiles. Transparency breeds trust and enhances community investment in your project.

4. Drama and Engagement: While drama should be approached cautiously, fostering healthy discussions and debates can energize your community. Encourage constructive feedback and facilitate meaningful interactions to keep the community engaged and invested in your project's success.

By incorporating these principles into your content marketing strategy, you can create meaningful and sustainable engagement with your community. Remember, value can manifest in various forms, from exclusive announcements to genuine interactions and everything in between.