The starting lens is simple. Content for the online community should be about the community and its members.
You’re effectively a local newspaper or club newsletter; think about the type of content they cover and how they’re pitched distinctly against a national or generalist publication. That’s not to suggest a particular form factor for your content – only the perspective you need to adopt.
Even in its early stages of development, an online community is an organic machine for content. If it’s nurtured, members will naturally create ample storytelling opportunities via their discussions, exchanges and personalities.
Growing, sustaining and leveraging a robust online community requires that you support the development of trust, sense of belonging and social equity. You need peers to connect with each other more than you. Your content should enable these community objectives.
Determine which content will strengthen relationships, align with the shared goals of members and signal to an outsider what the community is all about.
A good test is to ask what a newcomer can learn about the community by consuming its content. Does it tell them who’s there? What do members value or champion? What happens day to day in the community?