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Not seeing the level of readership you think you’re owed?
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Ever wonder, man, what’s the point? … I feel your pain.
And yet, there you are, slogging away.
Why?
Because you’ve got grit and because you’re not about to quit, now, are you?
Ahem … Are you?
OK then.
As a beginner content creator, the odds are good that you have few readers or subscribers.
Been there. In fact, I’m still there. But here, we’re talking about you, OK?
You’ve probably poured your heart and soul into your work, only to find that your audience remains modest, if not non-existent. Right?
Maybe your mum took pity on you and asked one of her friends to subscribe to your blog. Or maybe not: (my mum doesn’t use the internet, so, there’s that).
Anyway, putting in all that effort and seeing little in return can be a disheartening experience, one that leaves you questioning your skills and your purpose.
However, take heart. All is not lost.
This audience no man’s land you’re in is a common dip in the journey of content creation. And as with all dips in the road, even when you stand on tippy toes, you’re not going to see much of the landscape around you; the hedges are simply too high.
Which means it's crucial that you understand why this happens and—more importantly—it’s equally crucial to wrap your mind around the thought that now is NOT the time to think about quitting and why—instead—now is the ideal time to double down, because you, my friend, need to keep going.
Right now there are several reasons why it seem no one wants to read your content:
Over saturation: The digital world is awash with content. Every hour of the day, millions of blog posts, articles, videos, and social media updates flood the internet. This means your work can easily get lost in this vast ocean of information, making it challenging for your target audience to find you.
Lack of visibility: Like it or not, search engines and algorithms favour established, high-traffic websites and established content creators. You’re in Catch-22 territory now: you can’t build and audience without content, and an audience isn’t going to find you because there’s so much content. As a newcomer, your content won’t show up prominently in search results or social media feeds, making it difficult for potential readers to discover your work.
Building trust takes time: Building trust with any group and in any community your audience takes time and consistency. Think of any new TV show you’ve come across: you might start off watching the pilot, but are your enthralled enough to watch episodes 2, 3, and 4? The same rules apply to content. People often hesitate to invest their time in a creator who hasn't established themselves or built up a reputation for delivering value.
Competition: Returning to our TV analogy for a moment, for every hit show there are dozens of clunkers and duds that fizzle out because audiences don’t care about the characters, or because the plot has more holes than Swiss cheese. In every niche you'll find established creators who all started out where you are now. the thing to stop doing is comparing your beginning to their current status.
And while this situation this is as vexing as it is frustrating, what it isn’t is hopeless.
Before you get discouraged, let's explore why you MUST persevere—why now’s NOT the time to quit and why instead, now is the time to double down—even when no one seems to be reading what you’re putting out there:
1. Practice makes perfect: Every accomplished content creator started as a beginner. Your early work is a crucial step in your development. Think of where you are now as a practice ground in which you’re honing your skills and finding your unique voice.
2. Authenticity matters: I wrote about authenticity in SHAKING THE TREE #52, which you can read here. In the digital authenticity is a valuable currency. While it might be tempting to imitate successful creators, your biggest asset right now is your uniqueness. So it’s essential to keep creating content that reflects your genuine thoughts, experiences, and passions.
3. Niche communities: Although the internet is vast, it's also a network of interconnected and massively overlapping niche communities. This means that even if your audience is small, there’s still a significant chance that there’s a tribe of committed, enthusiastic souls who resonate with (and long for) your content. Go looking for them, track them down, connect and engage with them, respond to their feedback, and with effort and time your efforts will build you a loyal following.
4. Content improvement: Feedback, or lack thereof, is a valuable tool for growth. When no one is reading your content, you have the freedom to experiment, you have the freedom to learn, and you have the flexibility to refine and condense your work without the pressure of a massive audience.
5. Perseverance pays off: Miss Evans, one of my first ever school teachers regularly extolled the virtues of perseverance. At the age of 6 years old, I wasn’t really sure what she meant, but I get it now. Success in content creation is often a long clime; a slow burn. You need to accept that it could take months or even a few years before you see any level of substantial growth in your audience. Remember that many established creators once faced the same challenges you’re facing now.
6. Impact over numbers: As much as it’s a pain to see next to no growth in the number of your subscribers from one week to the next, instead of becoming disillusioned by your lack of growth, instead, focus on the quality of your work and the impact it has on whoever is reading it. Even a small, engaged audience can be more meaningful than a large, passive one.
7. Learning experience: Content creation is a journey of continuous learning. I should know. I’ve been at this now for longer than I care to recall and only now am I getting my shit together. Every piece you create—whether it’s read by many or by just a few people—every article and post contributes to your growth as a writer and as a content creator.
I get it. I know that having patience isn’t something that come naturally to most of us, me included. I know it’s easy to feel disheartened because your content isn't reaching the vast audience you think you’re owed.
However, and even if you’re a few months in on your content journey, remember that even the most successful creators started with no audience.
Forget about hitting it big just yet and instead, focus on your passion and on your authenticity, and on your dedication. At some point, something will strike a chord with someone and someone will share something you’ve written with a more appreciative audience.
The trick, if there is a trick, is to keep creating, to keep improving, and most importantly, to keep believing in your voice.
Your journey as a content creator is one of evolution, it’s one of growth and change. And because of this, your audience will evolve and grow and change as you do, until one day, something clicks and connects.
So while you may feel you’re alone in the wilderness, know that you’re about to be found. Embrace the process, and, in time, you'll find that your work touches the lives of people in ways you’d never imagined possible.
Keep going.
As always, thanks for reading.
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P.S. Next time on Shaking the Tree … Wooly words to drop from your writing