Preaching to the Converted?

One of the most common objections to content marketing and community building is: “you’re just preaching to the converted.”

Maybe. But consider what the converted do.

The converted are your advocates. They’re the people who tell others. They’re the ones who bring friends to your event, share your posts, recommend your service unprompted. They’re the ones who stick around when things get hard.

Preaching to the converted is not a waste. It’s maintenance. It’s the ongoing investment that keeps your advocates warm, engaged and ready to recruit others.

The mistake is thinking that preaching to the converted is all you should do. You also need to reach the unconverted. But you do that through the converted – not instead of them.

The converted are the bridge. Don’t neglect the bridge.