Every brand wants to build a community. Here are 3 ways this brand is actually doing it.

Hey all! I learned a ton about how to build a digital campfire around a micro-interest from my chat with Reina Pomeroy, Head of Community for DTC hormone test company Modern Fertility. Her advice really resonated with me so wanted to share in case it's helpful to you!

👉 Use content to stoke the flames of community.

The MF team creates, curates and shares reliable info (blog posts, Webinars, and more) on all things fertility on Slack, its primary hub. Given the lack of trustworthy information elsewhere, this drives interest in MF and also fosters a “scalably intimate” experience, meaning community members' questions can often be answered with links to past content.

👉 Use your Capital C Community to stoke the fires of your lowercase c community.

The MF community is open to everyone, not just paying customers. Reina thinks of customers and super-users as its "Capital C Community," while its "lowercase c community" is everyone else. Her task: add value to the Capital C Community in order to grow the lowercase c community in turn.

👉 Empower your experts.

Community members on the MF Slack often become experts, sharing resources and answering questions with newer community members. Reina encourages this: “People appreciate that they get to be a steward of somebody else’s experience.

Want two more tips from Reina? Check out the rest of the article here. https://bit.ly/3f6eoCi where you can also sign up for future community-building insights as well :)