How to win over your online audience
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Transcript of How to win over your online audience
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How to win over your online audience
…by understanding relevance and emotional drivers
PR & Content Marketing Education Series
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Do you ever feel like you’re drowning in a sea of
content?
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Deloitte Media & Entertainment PREDICTIONS
“…exabytes of User Generated Content that may be regarded as a liability, rather than an asset… “…The public has a fundamental need for quality editorial… While paper may be getting tattered, the desire for news remains as strong as ever.”
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But how do you cut through when networks are becoming more and more niche?
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Content with meaning for your audience is your lifesaver in search engines, social media, and regular press.
Press releases – Case studies – InterviewsBlogs – Webinars – Images – Commentary
It’s heaven for a good content creator!
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Create fresh content that will rise to the top – that people will anticipate and seek out
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Tell great brand stories
•Great stories even if badly told will move your audience•People need a reason to trust you – they have a strong b*llsh*t radar•They make decisions based on emotion, and justify them with logic
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Find out what drives your audience
•Fear of missing out •Financial gain•Desire for love•Desire for sex•Desire for power and fame •Revenge, Vanity, Jealousy …•Or a desire to create and build
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Get to the point
“Eight seconds is the average attention span of an American adult” - Jeffrey Hayzlett, “The Mirror Test: Is Your Business Really Breathing?”
• 8 seconds to hook• 110 seconds to sell
“Moses did it in 2 tablets with 5 points each”
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Simplicity is an art form
•Use pictures - vision trumps all other senses•Choose benefits over features •Use short sentences•Eliminate jargon•Become a master of exclusion: “I didn’t have time to write you a letter, so I wrote you a novel instead” – Mark Twain
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Connect your brands to journalists, bloggers and social media influencers
www.newsmaker.com.au 0414 69 70 71