This month marks three years since the launch of my book, Reach: Create the Biggest Possible Audience for Your Message, Book, or Cause. 

I’m pleased that I continue to see the book adding value for those who have discovered it, and I will continue to share it as long as it remains relevant. 

While much of my advice is timeless, if I could write a new edition today, here’s what I’d add, based on changes in the world and trends in digital marketing.

1. AI

Generative AI provides amazing support for repurposing content and creating more efficient content marketing practices. 

I’d share some guidance about the value of AI for repurposing content. I’m amazed by the ways AI can quickly identify topics, themes, and quotes from books, even recommending posts for social media content calendars. One great use of AI in 2025 is extracting additional value from the content you yourself have already created by using a tool to give a first draft of content repurposed from your past work. 

I’ve used ChatGPT to draft discussion guides and other book-related resources, repurposing the original content from the book. 

Using generative AI, I regularly create a first draft of questions for my podcast interviews. 

I can extract great learning by using AI to review transcripts of calls and webinars and use that as a jumping-off point to create value-added content. 

For a unique view of how authors are using generative AI, I’d interview my friends Jeff Sigel and Eric Sigel about the unique ways their company, Twinning Edge, is leveraging generative AI to create Book Twins so authors can allow readers to send an email with book questions and AI will use the book’s content to formulate a response. 

Here’s what I wouldn’t change: Despite the efficiencies associated with using AI, there’s no replacement for human creativity and authenticity. In the new edition, I’d double down on the need for authentic engagement and connection. In spaces that are increasingly noisy with content fueled by AI, it’s our human connection that breaks through the noise.

2. Twitter/X

In addition to updating all my references to Twitter to include its new name, I’d de-emphasize talking about any specific social channels to talk more broadly about how to use social media to connect. Though Twitter played an important role in my journey, I no longer recommend using the channel because of dwindling engagement, an increase of bot activity, and a vast amount of negative content.

Here’s what I wouldn’t change: I still love the format of Twitter, primarily text-only posts, in real time, with magical conversations happening. I’d talk about the benefits of showing up on these types of platforms without specifying which one(s) to use. 

3. Substack 

While any digital marketing book can outdate itself quickly by mentioning specific platforms that may fall out of use, Substack is a powerful tool for people wanting to grow an audience, and it deserves a mention. In a way, it defies the usual categories: it’s not exactly a social media platform, but it serves many similar purposes. It’s not exactly email marketing software, but it also includes email components. It’s not purely a blogging platform, either. Its revenue model—free to use until you monetize your work—is unique in that it lowers the barrier to entry for those who may not be able to afford to pay for web hosting and email marketing software. 

If you’re curious to learn more about Substack, especially generating revenue on Substack, my past podcast guest, Sarah Fay, has helpful insights about building a business there. 

Here’s what I wouldn’t change: Despite the fact that Substack can help you grow an audience quickly, I still believe it’s important to secure and maintain your own home online. As long as resources allow, I’d still prioritize owning your own domain and website, growing a permission-based list on your website, and using Substack as a supplement to that presence. 

4. Value 

The book talked about the importance of creating value through our online presence, primarily focused on creating content of value. In talking about the book since its release, I have emphasized that value is not only about the content we’re creating, it’s also about the connections we are making. While I may have written about the power of creating connections in online spaces, I did not explicitly name connecting with others as part of the commitment to value. I’d highlight that in a new edition, possibly exploring new interviews with people whose online presences are less about a specific content area and more about connections. 

Here’s what I wouldn’t change: I still believe in the importance of creating content of value, so I’d continue to recommend that while balancing the value of relationships, which is woven throughout my book but not as evident in the content related to the commitment to value. 

5. A 5th Commitment

I’m considering a follow-up book to explore how we create a legacy for our work that extends beyond our lifetimes. With that in mind, I’m wondering about adding a fifth commitment. Those who want to create reach beyond their lifetimes need to add a commitment to intentionality. In the same way that people do end-of-life planning for healthcare and create financial legacies through wills and trusts, authors, thought leaders, and business owners can make plans for ways to continue the growth of their ideas beyond their lifetimes. 

Here’s what I wouldn’t change: The other four commitments. Three years later, I’m convinced that to grow your reach, you need to show up with value consistently, over time, and generously share your work with others in order to grow your reach. 

Of these five updates I’d include in a new edition of Reach, which would you be most interested in learning more about?